What is Search Engine Advertising?
Search engine advertising is an advertising strategy where the advertiser pays to have their ads show up in search engine results.
The search engine advertising industry is one of the most diverse, with a variety of marketers and niches involved. This has led to a wide variety of techniques that are used for SEO. The best practitioners and companies have been able to find success through combining multiple techniques that target different consumers, demographics, psychographics, or interests.
Search engine advertising is a marketing strategy where advertisers pay for placement in search engine results pages (SERPs) for specific search queries on Google Search, Yahoo Search or Bing Search.
Search Engines and their Popularity
Search engines are one of the first things people use to find information. It is important to know which search engine has the most potential for your audience.
The major search engines are Google, Bing, Baidu, Yandex and Duck Duck Go. Each one has its own specific features that it is best at providing to its users. Most companies would probably benefit from using all three search engines in order to cover all their bases and make sure they don’t leave out any content.
Market Share of Search Engines on the web
Google has always been in the lead when it comes to market share. With competition from other search engines, its popularity has been … not declining, at least not as yet.
The dominance of Google is steadily decreasing as users turn to competing search engines like Yahoo and Bing for their web searches. Search engine market share aside, there are a number of other developments that are turning the web search landscape into a more competitive space.
Guess which is the second biggest search engine on the web? – It YouTube, again from Google. Hence, if you look at the average, Search Engine Market share of Google is above 91%. In countries like India the monthly figures sometimes go north of 97%.
Types of ads on Google
Google has many formats of ads that can be displayed on their search engine. These include text, video, or image ads.
Google’s primary advertising product is the text ad. Text ads appear to the right side of the natural search results for a keyword query and blend in with organic search listings. The advertiser only pays when someone clicks on their text ad or they use the cost-per-click (CPC) bidding system which automatically bids to rank higher than other advertisers for keywords that are likely to generate profitable traffic.
The most common types of Google Ads are the sponsored links found on google search engine and have different formats including text, image, and video ads. Image ads are the most popular because they stand out the most when people are scrolling through their search results.
Text ads have more characters than image ads but they take up more space on the page and may be overlooked by some users who don’t scroll all the way to the bottom of their search results. Video Ads cannot be skipped after 5 seconds like other types of Google Ads so they will get more attention from viewers who find it worth their time to watch it. Shopping Ads link directly to your online store with no external links or URLs needed
Types of ads on Bing
Bing has been trying to attract more users and advertisers by adopting new content formats. Bing uses various ad formats to target as many people as possible. Bing’s most popular ad format is the search ad. These ads are shown when a user clicks on the search bar and asks for a specific query.
In addition to these ads, Bing also has an advertisement called “Featured Ads” that is shown at the top of its homepage. This type of ad is usually used by advertisers with high budgets who can afford to pay for this feature to be activated during certain time periods or campaigns.
Advantages of Search Engine Advertising
1. Reach a targeted audience through Search Engine Advertising
With search engine advertising, we can create a campaign that targets a specific audience. There are many different ways to reach an audience through Search Engine Advertising.
We can specifically target our campaign to the geographical location of the potential customer and show it only to people within that country or region.
2. Search Engine Advertising is cost effective
It is cost effective because it is a cheaper form of marketing than other forms and can generate more traffic to a site. It has the potential to help drive traffic to your site, but it often requires an additional investment for other factors.
A search engine advertising campaign may require the use of keyword research, design, and development for an advertisement. This form of advertising can be used in conjunction with other forms of online marketing to increase your website’s visibility on search engine results pages (SERPs).
Search engine advertisement can be very cost-effective for companies who are willing to invest time and money into researching their target audience, creating targeted ads, and tracking their success rates over time.
3. Search Engine Advertising may make you rank higher on Search Engines Result Pages
With the help of search engine advertising, people will be able to rank higher on search engine result pages (SERP) and get more traffic. This is because marketers with the help of search engine advertising can bid on specific keywords and phrases.
Search engine advertising is a form of internet marketing that lets you appear at the top of searches for specific keywords or phrases.
4. In Search Engine Advertising, the competition is less fierce than Facebook, Twitter, and other social media
The competition in the search engine advertising world is much less fierce than that on Facebook, Twitter, and other social media. Therefore, advertisers can direct their advertising budget to these social media platforms as well as search engine advertising to reach a wider audience.
In the past years, Google Ads has been ranking much higher in terms of traffic than Facebook or Twitter. This means that advertisers are able to run ads on Google Search Engine and drive a lot of traffic to their websites for a relatively low cost.
5. Better user intent on clicks generated by Search Engine advertising
When advertising on a search engine, the intent of the customer is determined by their search term and what they click on after. Some advertisements are better than others at eliciting specific kinds of clicks.
For example, if a customer searches for “where to buy XYZ”, then they are more likely to click on an advertisement that says “buy XYZ here” rather than one that says “we offer advice on where you can find XYZ”.
If we know what our customer is looking for, we can then tailor our digital campaigns to present those products or services in the best light possible.
6. Faster results to get to the top
For top organic search positions, there is limited space available. You need to invest a lot of time and effort in SEO in order to reach these coveted positions. It takes years and a great deal of patience to get there, even if you do. Nevertheless, ranking high on SERPs (even though space is also limited here) is more efficient and easier.
7. Better brand visibility
In addition, search engine advertising can increase brand visibility. It’s likely that more people will see your ad if it ranks higher. Over time, prospects will become more familiar with you – recognizing you as a relevant and trusted company. Your product, service, or brand will become increasingly relevant to their searches. In addition, display ads will continue to showcase your brand and value proposition when someone clicks through to your site using a retargeting pixel.
The cost of SEM is high but it has a higher conversion rate than traditional advertising. However, if budget allows for both SEM and PPC, their success rates are much higher. The major advantage of search engine advertising is that you can target your audience more than any other form of marketing on the internet. You can specify demographics, location and interests to find your perfect customer.
Using SEM as an advertising method might seem like a good idea because of its low cost-per-click model. But it might not be the best way to use your money unless you have a big budget. The cost of SEM is high but it has a higher conversion rate than traditional advertising.
If you have the budget, PPC can be used in conjunction with SEO to take advantage of both sides of the market which will result in much better success rates when compared to just one or the other alone.
Another advantage is that you only pay when someone clicks on your ad so it doesn’t cost anything if people don’t click it, unlike with traditional forms of advertising where you have to pay for the exposure even if no one sees it.
7 Peaks Digital Marketing (7PDM) helps you advertise effectively & efficiently to create entry points on Google and increase your conversions to generate business more rapidly.