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Search Engine

Advertising

If your SEO efforts aren’t paying off — or paying off fast enough — consider adding search engine advertising to build your brand and customer base faster. While SEO takes time, search engine marketing (SEM) allows you to save time and automatically appear in front of target audiences actively searching for products and services like yours.

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What is search engine advertising?

Search engine advertising (also known as search advertising, Internet search advertising, or online search advertising) allows you to directly display your paid ads among the search results on various search engines, like Google, Bing, and Yahoo.

Advertisers who utilize search advertising show their ads to users who are actively searching for specific keywords, and they pay a fee every time someone click the ad. This type of PPC advertising is especially effective because people who conduct searches tend to reveal a lot about their intent with their search query.

What are search engine ads?

On Bing and Yahoo, search engine ads typically appear above, below, or next to the organic search results. That is one key difference between Google and other search engines because Google only shows ads above and below search results. Regardless, search ads include the following key elements:

  1. A headline, which should incorporate relevant, attention-grabbing keywords because it’s the largest and most noticeable ad component
  2. Display URL, comprised of your final URL domain, optional subdomain, and path fields, to provide searchers an idea of where they’ll be taken once they click through (hopefully to your post-click landing page). On Google, Bing, and Yahoo, display URLs are green, directly underneath the headline. On Bing, they’re also bold:
  3. Description text to highlight the most important details about your product or service, and persuade users why they should click through.
  4. Ad extensions, like the ones in the Yahoo ad below, enable your ad to take up more space in the results list, increasing its visibility and allowing you to provide more information about your product or service:
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