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Paid Search Engine Marketing
Paid Search Engine Marketing is a search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index. Paid inclusion products are provided by most search engine companies, like Google, Yahoo, MSN/Bing.
xThere are three primary search engine marketing methods: 1) Search engine optimization (SEO), 2) Pay-Per-Click (PPC) advertising, and 3) Paid Inclusion.
Search Engine Optimization (SEO)
Search Engine Optimization (SEO) involves optimizing Web pages for high visibility on search engine results pages, such as appearing toward the top of the left column in Google's search results every time a potential customer searches on terms related to your business. The benefit of search engine optimization is that your visibility can be increased in a low-cost way simply by tweaking the use of relevant words in the content on your site, creating multiple optimized landing pages for all relevant keyword search terms, and doing so on an ongoing basis as your site gradually accumulates more content.
The goal of search engine marketing is to increase the volume and quality of traffic to your site via "organic" (i.e., unpaid) search results.
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Pay-Per-Click Advertising
Pay-Per-Click (PPC) differs from SEO in that Web sites can buy placement on search results pages, such as in the "sponsored links" and right-hand column of Google's search results. PPC advertising enables companies to display advertisements (links to your Web site) in a highly visible place on search engine result pages, relevant Web sites, etc., based on a large number of search terms ("keywords") that the advertiser can choose and experiment with over time.
While many PPC advertisers attempt to spend their way to "the top" of the sponsored links list, the goal of more sophisticated PPC advertising is to maximize marketing ROI based upon carefully managing the bidding rules and the target cost-per-click budget for each keyword or keyword phrase.
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Paid Inclusion
Paid Inclusion enables companies to pay a fee to be included in search engine result pages or directory as a sponsor. Unlike PPC, this fee usually covers an annual placement for one Web page to be automatically catalogued (and listed) on a regular basis. (Not all search engines offer paid inclusion.)
The goal of Paid Inclusion is to ensure placement within search engines and directories such as Yahoo!.
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See Also:
Affiliate Marketing , Banner Advertising, Email Marketing, One-to-One & Lifecycle Marketing, Online Advertising , Online Marketing ,
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