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The Different Types of Search Engine Advertising
Online advertising uses the Internet to deliver a marketing message to consumers. Due to the nature of the Web, such messages can often be highly focused and precisely targeted. Search engine advertising is a form of online advertising that places ads on a webpage based on results from a search engine query.
Search engine advertisements are very effective due the targeting allowed by the search query, and advertisers can choose to pay for impressions or limit their costs to only ad impressions that result in click-throughs. With this in mind, let us consider the six most prominent forms of search engine advertising.
Search Engine Advertising
- A consumer queries a search engine and sees an ad related to those results.
- Engaged by that ad, the consumer clicks on it and is directed to your website.
- That event creates a unique transaction that you can track and analyse.
- A consumer may then make an online purchase or contact you via email or phone for more information.
Search is the most basic form of online advertising, but it is very effective. Advertisers only have to pay per click-through, and they can assign ads to keywords and phrases known to generate leads. Search is an excellent option for those who have a limited marketing budget or as part of a broader effort.
Display Search Engine Advertising
- A consumer visits a webpage that caters to his or her particular interest.
- If that interest and your marketing intersect, that consumer sees a banner ad with your message.
- Engaged by that banner ad, the consumer clicks on it and is directed to your website.
- The consumer may make a purchase or contact you, and you can track the effectiveness of the ad.
Search advertising generally uses text ads, and the display strategy differs in that it typically employs banner ads. In addition, a banner ad is generally charged per impression or view rather than click-through. This technique is more expensive, but it has the added benefit of creating brand awareness.
Re-Marketing Search Engine Advertising
- A consumer visits your website directly or through advertising.
- The advertising service then places a cookie in that consumer’s browser.
- In the future, as the consumer surfs the Internet, the cookie is used to market to them again.
Re-Targeting Search Engine Advertising
- An established client performs a search query for a product or service that you promote.
- The advertising service then places a cookie in that consumer’s browser.
- That client continues to surf the Internet and sees your ad for the next 30 days regardless of activity.
Like re-marketing, re-targeting has the benefit of allowing you to generate new leads from pre-existing clientele. Re-targeting has the added benefit of focusing on an interest that may have been impulsive or the consumer was not prepared to act upon immediately.
Digital-Video Advertising
Videos ads can be used in place of banner ads for display advertising, and they can be used for re-marketing and re-targeting as well. Text and banner ads are generally static and limited in the ways that they can engage an audience. Video ads, on the other hand, allow you to engross a potential customer, as in showing rather than telling, and the use of YouTube or other display network can help to limit overall costs.
Product Listing Advertising
- A consumer searches for a specific product or class of products.
- The ad network then serves ads for your products alongside query results.
- The consumer then clicks the ad, is navigated to your site, and there is a high chance of a sale.
Product listing ads (PLAs) are a highly focused form of search advertising that makes your products visible to the consumers who are actively shopping for such items. PLAs have one of the highest return-on-investment (ROI) rates of all search engine advertising types, and it is a particularly effective option for retailers that sell products through an online storefront or marketplace.
I hope you have enjoyed reading this post, and if so please share it on Facebook, Twitter, Google+ or Linkedin. If you would like more information on online marketing please contact us here or call 022 6533 701 and we will be more than happy to go over the options with you.
Mr. Jimmy
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