Understanding Paid Search Advertising

HOW IT WORKSppc Google Search

Paid Search is an internet advertising model where advertising is done within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click – PPC) or less commonly, when your ad is displayed (cost-per-impression – CPM).

PPC ads appear on the top, sides, and bottom of the search results.

Advertisers place bids on keywords to increase their exposure to their targeted audience. So, when a user types a search that matches the advertiser’s keyword list, the ad may be displayed on the search engine results page; depending on the advertisers bid and ad relevance.

Pay per click (PPC) allows advertisers great flexibility to create campaigns to target their audience.

BENEFITS OF PPC

  • Get exposure across all major engines like Google, Yahoo & Bing as well as secondary engines like AOL & Ask
  • Avoid over-spending, and ensure that each dollar you spend returns positive ROI
  • Stay ahead of the curve, and use cutting edge techniques to beat your competition

Display Advertising & Remarketing

HOW IT WORKSdisplayadvertising

Display advertising is an internet advertising model where advertiser pay either for clicks (CPC – or cost per click) or for impressions (CPM – cost per thousand impressions). Typically, these media buys are done through one of the major advertising networks.

For advertisers used to the pay per click model, Google has made it very easy to do display advertising on a pay per click model as well.

BENEFITS OF DISPLAY & REMARKETING

  •     Get exposure across hundreds of millions of sites through the Google Adsense/Doubleclick network
  •     Pay for clicks, not impressions
  •     Engage prospects who have visited your website, but haven’t converted
  •     Use a variety of unique targeting methods to show your ads to the most relevant audience

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