Search engine marketing is the process of gaining traffic by purchasing ads on search engines. It is sometimes referred to as CPC(cost per click) or PPC(pay per click) marketing, because most search ads are sold on a CPC/PPC basis.
Content sites commonly charge a fixed price per click rather than use a bidding system. PPC “display” advertisements are shown on websites or search engine results with related content that have agreed to show ads.
Among PPC providers, Google AdWords, Yahoo! search marketing and Microsoft adCenter are the three largest network operators and all three operate under a bid-based model.
The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors and corrupt web developers.
– Google AdWords
Google AdWords is the largest paid search marketing option out there, with around 70% of all the PPC traffic. This is the obvious place to start a new PPC campaign.
Overview:Â AdWords are displayed as “sponsored links” above, and to the right of the search results on Google. To further increase traffic, Google pays other websites to display AdWords on their websites, so your ad can appear on sites of businesses related to yours. Google AdWords is certainly the most dominant, the most traffic and the most competition.
– Microsoft adCenter
The 2nd biggest PPC player, but still only a fraction of Google.
Overview: Always worth considering, the advent of bing has made Microsoft adCenter even more important. Bing is still very new but could well become a force to be reckoned with. MSN should always be considered by businesses whose target market is home based. There is research that suggests that MSN /Bing users are more likely to trust paid search ads. So, although, there may be less traffic, there is more chance of your ad being clicked on.
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