An important tool for your business growth

Search advertising also known as Pay-per-click (PPC) is a way brands, businesses and companies can directly advertise their goods and services on a search engine results page. In this case, the advertisers on,y pays for each click on their advert.

According to digital marketing professional Tim Peterson, in today's online advertising industry, search ads generate 95% of Google's revenue (Peterson, 2013).

These ads on search engines are very easy to find because they are labeled as advertising and are well distanced from organic search results. On Google, you find search ads at the top of the results page; they are usually in a box at the right hand corner of the results page.

Search advertising on search engines such as Google is purely based on the usage of keywords. This implies that an ad will only come out if the user entered a particular keyword associated with the ad in question. Advertisers in turn, target keywords for which they want their brands or businesses to appear under.

The best thing about search advertising for business, brand and companies is that adverts are displayed when customers experience that trigger in the customer decision journey, with an intention to purchase a good or service as they search the Internet.

This is an advantage to advertisers who want to market their products and services to potential customers, therefore placing their brands and businesses in the initial consideration set, just before active evaluation begins in the buying cycle.

For search engines, Google is the leader in the world of search advertising giving a huge gap to other search engines. But all principles and rules applies to Google and other search engines such as Yahoo, Baidu and Bing.

Article by Oge Okonkwo

This is a feature by RDM