Search Engine Advertising

Not all search results are the same. When you perform a search on leading search engines such as Google or Bing, you’ll likely get two different types of search results. Along with organic search results that come from the search engine’s algorithms, you’ll also see paid search results. In the case of Google, for example, these are results in a shaded box that are shown before the natural search results. If getting your results to the top of your customer’s searches is important to you, then you will want to consider search engine advertising as part of your online marketing.

How does search engine advertising work? It’s essentially a big auction -- in this case, search engines such as Google auction off the rights for a web link to show up when a user searches for a specific keyword. Companies who own these links bid against each other to make sure that they have the rights to certain keywords. It’s an ever-changing dynamic, with the costs of keywords rising and falling depending on their popularity with web searchers and website owners.

Search engine advertising can be tricky if you don’t understand how it works. Novices might immediately start bidding on keywords that have the highest number of clicks each month. This makes sense until you consider that these keywords are also the most expensive because your competitors want to rank highly for them as well. Since search ads are on a Pay Per Click basis, your ability to run ads on a budget is limited when only focusing on highly competitive keywords.

This is where search engine advertising and SEO research go hand in hand. When does keyword research, we try to find the keywords that offer the best return on investment for our clients. These are keywords with a large ratio of targeted clicks each month when compared to their cost. We would love to discuss our methods of keyword development on search engine advertising with you, so please contact us today for more information.