Search Engines and Digital Advertising

 Search Engine Marketing: 

SEM allows the advertisers to reliably target internet users using Pay-per-click, impressions, search engines which enables them to only charge when the ad is being clicked or seen. This also authorize advertisers to make a friendly budget for the campaign. With search engine marketing, businesses pay for their adverts to appear alongside search queries in search engines. Google, Yahoo, Safari, and Bin are examples of SEM.

Adwords:

Adwords is made by advertisers deliberately by choosing right keywords, ad text, and landing pages that would set’s out best for the search results to come up. It uses simple, user-friendly workflow. The basic gist is, you select to promote your brand based on keywords.

Ad format:

To make it simple and unpretentious, Google ad format comprise of 25 character headline, followed by 70 characters of text and link recognize the advertising website.

Bidding and Pricing:

Ad placement is based on auction based process. Advertisers select their maximum CPC to get the toppest spot. Ad placement is different from ad's quality score which is calculated by their pertinence , past performance and landing page.

Account Structure:

Ad groups are made to target the certain  number of audience whom your ad will be exhibited for. It can be done by using separate keywords that triggered relevant ads.

Keywords:

Keywords can be earmarked by using google keywords planners by selecting a list of keywords that advertisers use in their  ad groups to target the certain  audience.

Keywords are of three types:

1. Exact keyword

2. Broad or phrase

3. Negative keyword

Ad Text:

With only 25 characters of headline and 70 characters of ad text, Google ad can be very effective. It also uses landing page, which should be extremely relevant as the keywords in that campaign.