Paying to publish advertisements on popularly viewed, seen or heard public space is nothing new (think television and radio advertising, newspaper and magazine classifieds, advertorials, billboards and posters etc.). In search engine arena, the trend for paying for advertising space has been going strong since 2001.
As with other media, as soon as you stop paying for advertising space on search engines, your link and advert will disappear from public view – that is, if your natural listings (commonly described as ‘organic listings) are not visible on search engine results pages (SERPS). Therefore search engine advertising, also known as Pay Per Click (PPC) because of way in which advertisting costs are calculated, is popular with marketers who want to raise awareness of their website, brand, products and services to search engine users.
These are some of the most popularly used search engine advertising programs:
Before embarking on a search engine advertising campaign, it is important to consider factors such as:
If you have considered all of these factors, search engine advertising can be an excellent way for many businesses to augment their more traditional marketing streams.
Many websites (including directory style sites) offer advertisers the opportunity to buy space on their pages. Before you sign up for paid inclusions or paid listings, it is always a good idea to assess whether the website in question appeals to your target audience, how many unique visits go to the page where your ad will be displayed and how you are going measure your ROI.
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