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What is Search Engine Marketing – Google Ads, Bing Ads, Yahoo Ads

If you have ever made an internet search on Google, Bing or any other platform and you had ever seen some result with Ad written on it, then you have actually witnessed Search Engine Marketing. In this blog, we have mentioned some of the ways on how to advertise on Google and What is Search Engine Marketing

So, any process with which you advertise on Google or Bing or Yahoo, it is Search Engine Marketing. In other words, the process of running paid ‘search’ Ads is known as Search Engine Marketing.

Related Terms in Search Engine Marketing

These are some of the related terms and acronyms that you will see in the course and outside the course as well. So, whenever you see these terms, you can have an idea about what they would mean. Different types of online advertising are known differently. Let’s see what all terms you should be aware of.

1. Paid Search Ads

The term paid search Ads itself means the process undertaken to advertise on Google or any other search network. There are various types of online advertising search networks such as Yahoo, Bing, Google, Baidu, etc.

2. Pay Per Click (PPC)

Pay Per Click is one more way to say Search Engine Marketing. This means that for every click, you will pay something to the search engine for showing your Ads. If you want to advertise on google then you need to run PPC Campaign using Google Ads, Bing Ads, etc.

PPC in Digital Marketing is a process of paying an amount to the search engine for showing your Advertisement. Just like PPC in Digital Marketing is followed, it’s the same way Search Engine Marketing works. But, the platforms change and payment methods also change like that.

3. Cost Per Click

what is cpc

The term Cost Per Click or CPC means the method of the amount that you are getting charged for an Advertisement. Now, let’s clear some doubts here.

The term CPC and PPC in Digital Marketing are different in their own aspects. Pay Per Click is the amount that the Search Engines suggest you to pay. This is the minimum amount that you will pay on average. The process with which Google announces bids is never accurate. It is always on average. The bids change from time to time. So suppose at one point in time you were charged INR 20 for a click and after one hour you got charged INR 22. So just like that, it is always an estimate of the average amount you pay.

I hope you have got it all cleared.

LEARN MORE: What is Digital Marketing

4. Cost Per Thousand Impressions (CPM)

The CPM or Cost Per Thousand Impressions is limited to Google’s Display Network Advertisements only. This is only because of the images that an advertiser wants to showcase. So, viewable CPM bidding helps you only pay whenever your Ad is being seen by people on Google’s Display Network.

Most of the Search Ads are sold on a CPC or PPC basis. But, in some cases, you may be able to select the CPM method for your Ads. This will totally depend on how many search engine marketing techniques you are implementing in your SEM campaigns.

Search Engine Marketing Platforms

Although Search Engine Marketing is performed differently for different platforms. But, let’s know what these platforms are and what all it takes to run an advertisement on these networks.

1. Google Ads

advertise on google

The Google Ads network is the single largest search engine network. And if this is the biggest search engine network, then it’s also the biggest search engine marketing platform on the internet. You can easily advertise on google through Google Ads. Did you know that 92% of the total searches on the internet are done by Google alone? This means that you have an option to tap into the largest audience on Google alone.

In a survey, it was found that 50% of every shopping process started with an internet search. Now suppose somebody wants to purchase something and you deliver them with an Ad that exactly gives them what they want, imagines how much you could make. If you learn the right search engine marketing techniques, then just the right kind of targeting and understanding of your audience’s needs, you can make a handsome fortune.

So, Google Ads are classified into 5 major classes:

  • Search Ads
  • Display Ads
  • App Install Ads
  • Video Ads
  • Shopping Ads

These are the types of online advertising you can do on Google Ads platform.

READ MORE: Learn Google Adwords Tutorial: Step by Step

2. Bing Ads

Bing Ads also gives an amazing competition to Google by offering some exclusive ways to advertise on the network. On one side, Google has removed the Ads from its sidebars on the main SERP page. But, Bing Ads have still got them intact. So, the very first thing that you need to have before you can create an Ad on Bing is via its Bing Ads Account.

advertise on bing Ads

Currently, Bing Ads are visible on the Bing search results page. As most of the people have applied for AdSense on Google, so they have less inventory for the Display network option.

But in Bing Ads also, as you get to see fewer Ads, you still have a chance of getting high returns on Bing Ads. The reason is that a lot of people don’t even look at Ads on Google and Facebook.

In a survey, it was found that almost 76% of your Facebook and Google Ads budget is wasted. This means that either there is something wrong with your targeting, ad copy or product or it is something wrong with the platform that you are choosing.

3. Yahoo Ads

Yahoo Ads are also an amazing way to get amazing ROIs on your Digital Marketing spends. According to Similarweb, it is known that Yahoo India gets around 34 Million traffic every month. This is a huge number. For a decent audience, you may capture almost every type of personality in 30 Million people.

advertise on Yahoo Ads

But, other than that, let’s see how many other types of online advertising formats you may get in Yahoo (as of July 2020).

  • Banner Ads

The banner Ads are usually displayed on the homepage of the Yahoo. Usually, the size of this Ad format is 970 pixels x 250 pixels.

  • Side Banner Ad

The side banner Ads are shown on the sidebar (as expected). The size of these Ads is 300 pixels x 250 pixels. One of the major benefits of Side Banner Ads is that the Ads are static. That means that in case you scroll down and your Ad gets gone upside the page, they will again come back as static Ads which will remain on your homepage.

Yahoo Ads Setup
  • Sponsored content

Although the sponsored word itself means Ads. But, the sponsored content we’re telling is the blog or article which is pushed further with paid means.

types of online advertising

The sponsored article post below the first article is shown to you with paid advertising on Yahoo. So, these are the types of online advertising that you can opt for in Search Engine Marketing on the internet.

In conclusion, this is up to you to define the kind of advertisement you want and on which platform as per your requirements, audience and their needs.

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