Continue to Part II: Search Engine Paid Advertising»
IntroductionSearch advertising is the most popular for of online advertising that exists, and companies such as Google, Yahoo, and MSN, have all used this type of marketing to push the industry forward. The way this type of online advertising works is by matching advertisements with related content, either on individual web pages with similar themes, or by showing up on pages of search results when a user performs a search for a keyword using a search engine. Advertisers of all sizes can use search advertising to fit almost any budget. The price of keywords is determined by bidding, so the most popular words will cost more, making search advertising an extremely competitive market, many times.
CostsThe beauty of search advertising is that no one is excluded from being able to purchase keywords, no matter what the price is, although smaller budgets will not be able to purchase as many as larger ones. Budgets can be set for all ranges, and controls exist so that marketers' total campaign budgets won't run over their limits, or all be used at one time. Keywords and campaigns can be set from tens of dollars per month, to tens of thousands.
TimeframeCampaigns normally begin slowly so as to compile data and compare metrics from various different keywords. Before engaging in a campaign, advertisers should spend some time looking and comparing different keywords, and determining budgets and a long-term strategy.
Action PlanThe first part of any online advertising campaign must be to determine budgetary requirements and limits, then to come up with a plan based on analysis of keywords and market needs. Google provides advertisers with a comprehensive base of tools to use in all phases of the process, and for users who don't use Google, other software analysis and support programs exist also. Search advertising users should, after doing their due diligence, plan on running several different campaigns at the same time, especially at the beginning, to compare and compile data to see which keywords are indeed the best, and which campaigns' resources could better be spent in other areas.
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