‘Search engine marketing’ refers to advertising programs offered by the various search engine properties such as Google’s AdWords and Microsoft’s ‘adCenter.’ Although there are a number of pricing models, search engine marketing programs are usually structured on a PPC or ‘pay-per-click’ model (see Pay Per Click – PPC for more info).
As with organic search, an ad listing is generated in response to specific search terms being typed by an end-user in the search query box. The ad listing may be either a ‘text ad’ or graphical ‘banner ad’ and will display in the ‘sponsored’ section of the search engine results page. Charges to the advertiser are incurred each time his ads are clicked by a user.
‘PPC campaign management’ involves carefully selecting and managing keywords, bids, text ads and daily budgets, among other things, to ensure the ads continue to post throughout the desired timeframe and to ensure positive response from your target audience groups. For more information see ‘Pay Per Click – PPC.’
