Friday, August 06, 2010

You Get What You Pay For: Paid Search Marketing

According to a study by DoubleClick, 41 percent of US customers used search engines to research a purchase. Only 10 percent used a print ad and 9 percent a TV ad. So, effectively using search engines is clearly an important element of modern product marketing.

Simple free search engine listings (also known as "organic rankings") can take a long while to percolate and generate the desired web traffic.

Paid search marketing, such as pay per click (PPC) or cost per click (CPC) advertising, is a more proactive approach to driving customers to websites. It leverages the three major paid search programs; Google AdWords, Yahoo! Search Marketing and MSN AdCenter. Typically, queries entered into the “big three” search engines yield a variety of results including: articles, websites and relevant documents along with so-called “sponsored links” placed at various places on the page.

A paid search advertising program lets businesses bid on certain key phrases or create targeted ads which yield more favorable search results and increase the likelihood that customers will click over to a given website.


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