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Advertising: Paid Search

Advertising: Paid Search

Paid search optimization tools automate the process of creating and managing paid search advertising on search engines such as Google, Bing or Yahoo!. First-party platforms are the tools that can be used for an individual search engine. Third-party platforms can be used across multiple search engines. Small organizations or those with limited search advertising budgets commonly opt for first-party tools. Large organizations or those with significant search advertising budgets often select a third-party platform to consolidate execution and management. Search advertisements are targeted based on keyword and search phrases and appear on search engine result pages alongside organic search results. Search engine advertising operates under a pay-per-click model, where advertisers pay by the volume of clicks on their ad rather than paying for the volume of ad impressions. Paid search optimization tools enable marketers to research keywords, target audiences and create and manage ads (including product listing ads), optimize bid management and measure search advertising performance. Show less...

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