Search Engine Advertising Models

When people go to search engines to find something (your product or service), they need to first type a keyword or keyphrase in before they get a result. If you can get your name in front of them at that time that they are actively looking, you have a chance of talking to the right people at the time that they are searching. It's either gonna be you…or some other company.

When it comes to search engine advertising, the basic idea is to be in a prominent position for the right keywords that matter.

There are only two ways of getting these positions:

Search Engine Optimisation: You can optimise your site and hope that the search engines like what you do enough to give you good positions.
Paid Advertising Placements: Just like in newspaper advertising, where you can buy a specific page, in this type of search advertising, you can buy any position you want for all the keywords that matter.

Paid advertising represents the largest online marketing spend for many companies today. There are three main categories of paid placement today and we recommend a different mix for each of our clients.

• Pay Per Click
• Paid inclusion
• Contextual Ads.