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Search Engines: Buying Your Way to the TopWhat is Search Engine Advertising?Search engine advertising allows webmasters to pay their way to a higher ranking or to have their ad displayed next to results when someone does an Internet search. There are different types of search engine advertising. One variety is based on keyword searches. Large search engines, such as Google, offer services that allow companies to have a link that comes up when a user enters a specific keyword. The advertiser must specify which keywords to which they want their ad attached. Keyword advertising can be highly effective, because the people who are exposed to the ad are looking for information or products relating to the item. Google AdSense keyword advertising is an example of this type of advertising.Ads can also be based on content context. The search engines will partner with specific websites that allow them to put ads on their pages that relate to the content of the page. The search engine company basically works as a broker between the advertising web site and the site where the ad is placed. The search engine is paid a fee for placing the ad. The benefit of keyword search advertising and content context advertising is that the ads are placed on sites that are targeted to specific users. For example, a company that sells insurance may put their ad on a site related to insurance information. Paid inclusion is a service that not all search engines offer. Paid inclusion is where the web site pays a fee to be included in the search index. Most successful search engines mix paid inclusion sites with sites that did not pay to be included. Yahoo is an example of this type of engine. Google and Ask.com do not allow paid inclusion. On these sites, advertisements are labeled as such. One downside to paid inclusion is that the sites that come up on a search may not be listed in order of relevancy. Programs Offered by Major Search EnginesThe three major search engines that offer advertising are Google, Yahoo, and MSN. Each one offers slightly different options for their advertisers.The fee structure for Google AdWords is based on a pay per click structure. If the ad is displayed without any clicks, the advertiser is not charged. The cost is based on the popularity of the keywords chosen. Cost varies from one cent to $100 per click. One of the benefits of Google AdWords is the visibility of the ads. They are displayed in a prominent position on the search engine results page providing a high level of potential return on Google ads. The presentation is compact, with a hypertext link and a short description of the site. Google allows the advertiser to create their own description, and the goal is to get the user to click through to the website. Continue to: Details about Yahoo Ads and Other Online Advertisements Related ArticlesEven Small Websites Can Earn Money with Affiliate AdvertisingBasics of CPM Advertising Online Getting Started with Pay Per Click Advertising Use Email Marketing to Maximize Your Online Campaign
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