Whenever we are browsing any search engine, such as Google, Bing, Yahoo!, we all might have noticed that sometimes an advertisement is displaying on the search engine, this concept is globally known as “SEARCH ENGINE ADVERTISEMENT”, abbreviated as “SEA”. The advertisements are often displayed in the form of images or text, shown on the search engine result page (SERP). This technique is globally known as the best source of income for the search engine provider and search engine advertisement is cost effective way to improve business and brands. There is also a technique, is known as Search Engine Marketing, abbreviated as “SEM” and combination of search engine marketing and search engine advertisement is the branch of online marketing and surrounds all elements to enhance the visibility of a website in the search engine result page. Search engine advertisement involves in the posting ads on the search engine result page using the method of “CPC” which is also known as “Cost Per Click” and booking these ads in the search engine result page is based on bids on keywords for which the ads will be placed. A good ranking is always depending upon the optimisation of text ads and offers and clear control of ads will help to increase traffic.
Search engine advertisement is one of the best ways of digital marketing and this will lead us to generate a handsome revenue. One of the main objectives of search engine advertisement is significantly increase the Click-Through Rate (The ratio of clicks per page view) because the number of clicks can be easily increased by the posting of advertisement. The conversion rate plays a major role for search engine advertisement because in the end it determines the costs of the advertisement and then it shows the “Return on Advertising Spend”, abbreviated as “ROAS”. It shows the actual profit achieved per advertising expense in dollars.
Search engine is also used to bring out advertising pressure by page view from the display campaign. Generally, advertisements are used in the e-commerce industry where search engine advertisement helps to convert the user to a buyer. Hence, the main objective of search engine advertising is the conversion in the form of sales. Some popular search engine platforms are Google ads, Bing ads, Yahoo ads etc.
GOOGLE ADS: Google ads is basically nothing but a product of Alphabet Inc which helps the marketers a higher range of opportunities in the search engine advertising field. There is a technique of placing the ads through ads and that is called auctioning. Later it will define how the advertising costs are. The advertisers will bid on a specific keyword or they pay for clicks. This phenomenon is known as PPC (PAY PER CLICKS) or CPC (COST PER CLICK). Some factors that play a vital role in final placement of text ads or banners are quality of the text ads, quality of the landing page, relevance of the keywords and the positive history of the Ad-word account. Most common forms of advertising that are possible by using the google ads are:
1.CLASSIC TEXT ADS: An advertiser chooses a specific keyword or keywords with which their text ads will be displayed on a definite position in the search engine result page which will result in creating the campaign that consists of ad group and each and every ad group is categorised into advertisement that is based on the specified keywords. If any user tries to search any of those keywords the corresponding ad that is linked, will be displayed on search engine result page.
2.PRODUCT LISTING ADS: Google ads offers us to place the product ads that are directly created from a product file that is brought about by the customer. The modulation is done by specifying the structured data in the data feed.
3.DISPLAY ADS: These ads are in the form of images or text that are placed on the google networking platform and the registration for this network is done by the Google AdSense platform.
Google AdWords provides us to combine different types of forms of advertisement of search engine advertisements such as, text ads, and display ads, and all these are possible by Google AdWords. That is why Google Ads is the best tool for search engine advertisement in the world. Some other mentionable tools are Bing, Yahoo, Amazon etc.
4.VIDEO ADS: The advertisers on the Google AdWords programme can also put down advertisement on YouTube. Text or video ads can place for this purpose.
5.GMAIL ADS: We can also book ads in Gmail accounts if we use the Google Ads. Payment will be initiated via PCC or CPM.
With the help of Ads Express programme, Google puts forward small companies to have the possibilities to use search engine advertisement without creating their own campaign and the files required to generate is done by Google itself. The advertisers only have to provide advertising budget.
BING or YAHOO ADS: Bing and Yahoo together they also provide their own search engine advertising platform and they function as same as Google ads. But due to the dominance of Google ads it is considered as the most useful search engine advertising platform in Europe where as Bing and Yahoo has big craze in the market of USA to use them as a search engine advertising platform.
In search engine advertising platform, there is various kinds of rules for posting ads and they are:
PPC (PAY PER CLICK): It also known as Cost per click or CPC. Here the advertisers clarify how much they want to pay per click.
CPA (COST PER ACQUISITION): Here the advertisers clarify how much they desire to pay per conversion achieved through the advertising measure.
CPT (COST PER THOUSAND): Here the advertisers clarify how much they desired to pay per thousand impressions of advertisements.
CPC (COST PER CALL): Here the advertisers specify how much they are willing to pay per visit.
CPL (COST PER LEAD): Here the advertisers clarifies the amount they are wanting to pay for the leads such as subscribing to a newsletter or downloading a PDF and all are depending upon the web portal.