Table of contents
What is search engine advertising?
How search engine advertising works.
Advantages of search engine advertising.
Disadvantages of search engine advertising
Differences between SEO and SEM. Fit into your marketing plan.
Conclusion
What is search engine advertising?
As I mentioned before, search engine advertising is based on using paid media to promote our website. It is also known as SEM (Search Engine Marketing) or PPC (pay per click).
Currently, the search engine advertising market is dominated by Google, which argentina phone number library Google Ads offers the possibility of advertising on its search network, display network, YouTube or Google Shopping. Given that its browser has a market share of over 90%, we can understand that advertising through its Ads service allows us to reach the largest possible number of users.
Thanks to search engine advertising, we can appear at the top of search engines and be visible to users who are actively searching for our products or services.
Let's look at a few examples of ads and how they appear in search engines.
If we search to buy sneakers, the first thing that appears is a Google Shopping result.
If we search for plumbers, the first thing that appears are sponsored links to plumbers who are advertising. In this case, they are displayed on the screen in card format.
If we search for tax advice, we see that the first results are advertisements. They have the same format as the organic results, with the only difference being that they are marked as “Ad”.
As you can see, SEM or PPC ads appear in the first positions in the search results , always with the indication “Ad” or “Sponsored” preceding the title. They can also appear in the last positions of each page.
Regarding display ads, these are those that appear on website banners, or those that pop up when a page loads and you have to close them manually to continue reading.
Finally, video ads, such as those on YouTube, are those that generally precede the start of the video and that in some cases you can skip after watching the first 5 seconds.
How search engine advertising works.
Without going into too much detail, because this would be enough for another whole article, we will say that search engine advertising works under the PPC (pay per click) system or, in other words, cost per click .
This means that the advertiser only pays when a user clicks on their ad, so even if the ad is shown to 100 people, if only 5 click on the ad, they will only pay for those 5 clicks.
