A search engine helps users find the things they want to see and read online. The user types a word, phrase, or group of words into the search box, and the search engine then displays a set of results that are relevant to the query. The terms typed in the search box by the user are called as query.
Most search engines provide two types of results listings in response to the user query: organic (also referred to as "natural" or "free") listings, and paid listings (i.e., advertisements).
Search engines rank the results within each type of listing and show results in an order -- according to how relevant the result is to the user's query, with the most relevant appearing at the top of the page. Each search engine calculates relevancy in a different way for each type of result (organic and paid). This is one of the main differences between one search engine and another.
On Google, although both organic and paid results appear in response to the same user query, the results are independent of each other. The ranking of an organic search result has no bearing on the ranking of any ads, and vice versa. This makes it possible for an advertiser to perform well in the paid listings and have an ample online presence, even if their site isn't present in the top organic search results.
In Google's organic results, relevancy to the user's query is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link from site A to a page on site B adds to site B's PageRank.
Google AdWords also uses a combination of factors to rank paid listings, which will be explained in depth later in this lesson.
How Search Engine Marketing Works
Organic and paid listing have different types of marketing approach associated with them.
Search engine optimization
Search engine optimization (SEO) involves building new websites, or changing existing websites, so that they rank highly in a search engine's organic listings when users search on terms that are related to the site's content.
Search engine marketing
Search engine marketing (SEM) is the process of promoting and marketing a website through paid listings (advertisements) on search engines.
Google Seach Advertising
On Google, both organic and paid results appear in response to the same user query, but the results are independent of each other. The ranking of an organic search result has no bearing on the ranking of any ads, and vice versa. This makes it possible for an advertiser to perform well in the paid listings and have an ample online presence, even if their site does not show up in the top organic search results.
In Google's organic results, relevancy to the user's query is determined by over 200 factors, one of which is the PageRank for a given page. PageRank is the measure of the importance of a page based on the incoming links from other pages. In simple terms, each link from site A to a page on site B adds to site B's PageRank.
Google AdWords is the search advertising product of Google. also uses a combination of factors to rank paid listings, which will be explained in depth later in this lesson.
In order to create an ad for Google search engine, one has to create AdWords account. After creating an account, an ad is to be created and is to be entered with a list of user search queries -- called "keywords" -- that can trigger the ad to be shown.
Ads on most search engines operate on a pay-per-click (PPC) model, meaning that you pay only when a user clicks your ad, and not for the ad impression (the instance in which the ad appears on the page). The other common pricing model in online advertising is cost-per-thousand impressions (CPM), in which you pay per impression, not for any clicks on your ad.
Although SEM refers to placing ads just on search engines, online advertising as a whole is much broader. The possibilities of online advertising include placing ads on nearly any type of website or page a user might browse, such as news, blogs, reviews, entertainment, online magazines, and marketplaces. In AdWords, these other sites make up the Google Display Network.
Ads on the Google Display Network can be in a number of formats, such as basic text ads, graphical image ads in a variety of sizes, audio streams, or interactive and video ads. You can also choose many different targeting options for your ads: whether defining the user's device (a computer or a mobile phone) you'd like your ad to show on, or specifying the user's location, language, or demographic.
Online advertising offers so many options that it's useful to define your advertising goals before beginning. This can help you determine where to place ads (search engines, Display Network pages, or both) and what format of ads to place, and also help guide your budgeting decisions
The Adwords certifiaction program provides you the knowledge to use Google adwords facility effectively and efficiently to help a firm to gain the benefits on online advertising or search advertising.
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Original Knol - http://knol.google.com/k/narayana-rao/online-advertising-google-adwords/ 2utb2lsm2k7a/ 3086
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