SEARCH ENGINE MARKETING

Advertising on Search Engines

Clickable has been helping online advertisers succeed with marketing on search engines since 2006. Whether you are actively managing search campaigns on a day-to-day basis, or if you use an online agency to manage your search engine advertising efforts, this section can provide you with a better understanding of the many different features, complexities and strategies involved with advertising on search engines. This knowledge and understanding can help you identify what features and optimization techniques should be incorporated into your strategy to help maximize your success.

How many search engine campaigns and ad groups should you create? What are different ways of targeting customers by their location? How do you find high-quality keywords to bid on? How can you improve your Google Quality Score? (And what is a Quality Score anyways?)

You can find information about all of these topics, and many others as they relate to managing Pay Per Click (PPC) ads on Google, Yahoo and Bing with Google Adwords and Bing Ads.

Top Pay Per Click Topics

Google AdWords

Search marketing ads are seen by millions of people every day: each click only costs advertisers pennies on the low end and a few dollars on the high end — this is where the phrase pay-per-click (PPC) comes from — but these revenues are the foundation of Google’s empire. (One estimate projects search marketing ad spend to reach over $40 billion by 2011.) When talking about SEM, we’re primarily talking about one thing: the ads (or sponsored links) that show up at the top and right-hand side of search results pages, particularly on Google. Ads can also be placed on other search networks (especially Yahoo and Bing) as well as on affiliated search and content network sites.

Bing Ads

Bing Ads is Microsoft’s search engine and content match advertising platform. You may have previously heard Bing’s search engine or advertising interface referred to by their former brand names “MSN” or “Live Search”. adCenter ads show up on Microsoft sites, including the search engine Bing, the MSN network, and Hotmail. In early 2010, Microsoft and Yahoo reached an agreement to use the Bing search engine to power search results on Yahoo properties, and to use Bing Ads as the advertiser interface to advertise in these search results.

Pay Per Click Advertising

Pay per click (PPC) allows advertisers to bid on targeted keywords on major search engines such as Google, Yahoo and Bing in order to drive relevant traffic to their websites via click-throughs. Savvy PPC marketers have learned to incorporate advanced strategies and complex algorithms to ensure they maximize their return on investment (ROI). Effective pay per click (PPC) campaigns begins with the account build, followed by landing page selection/creation and then the ongoing campaign optimization stage.

Pay Per Click Optimization

You’ve built your website, launched your campaigns, improved your Quality Scores, and met your revenue goals. Great start, but the reality of pay-per-click (PPC) advertising means that you’re not finished. In fact, PPC optimization is a process that never ends. In order to maintain performance, it’s important to perform ongoing maintenance on your campaigns. We’ll show you how.