Search engine advertising gets a new lease of life PDF Print E-mail
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Search engine advertising is an effective shot in the toolkits of advertisers

The efficacy of search engine advertisements is known to all, especially those who have been trying to provide their businesses the unparallel advantages of a high ranking in the search engines. Online advertisements driven by keyword search ads in the search engines deliver results, and options are many including the services of giant like Google, and closely followed by other players in the fray.

Google Adwords is well worthy of consideration in this regard. In this kind of online advertisement, the enticing copy of ads appears just next to search results on Google for a particular keyphrase. The ads so displayed in a conspicuous place enjoy greater visibility, and as a result thereof, greater chance of being clicked on which can lead to sales or desired outcome. The appreciable point here is that advertisers have got to pay the agreed amount if and only if the ad is clicked. This is known as pay-per-click advertisement for specified keyword(s).

As opposed to pay-per-click advertisement, there is another mode of search engine advertisement called pay-per-impression advertisement meant for site-targeted ads. In Google’s scheme of things, the advertisers once they opt for pay-per-impression advertisement are liable to pay certain sum for every thousand impressions in contradistinction with whether ad is clicked or not. Nevertheless, this sort of advertising vehicle is quite proven when it comes to deliver long term value in pursuit of a better brand management practice.

Cost-per-click advertisement raises issues around incurring costs

While cost-per-click advertisements proves to be instrumental in furthering the prospects of sales or better business, but the costs sometimes exceeds the profit figures. In Google, for certain keyword the cost might even go above 40 dollars. In this backdrop, it is quite understandable how much cost it can incur if the company is resorting to a multitude of keyphrases to tap target customer on a large scale. This is also pertinent to mention here that the more common the keyphrase is, the intense the competition, and consequently, the higher the price tag attached to it.

Thinking out of the box can lower down the cost, and spell big benefits

The mantra of thinking differently pays off well when comes to decide the keyphrases for search engine advertisements. It is obvious that going for the oft-used keywords in the search engines for targeted ads will require more pennies to be spared for online ad budget. This is to follow the pack and left behind in the marketplace due to lack of innovative thinking on your part.

Thinking out of the box in search engine advertisements means trying for less popular yet potentially beneficial keyphrases to target site surfers. It needs a little scratching of your head to think of alternatives of the popular keywords which define your business, and what your competitors prefer to use.

A lesson to learn for Pinstorm, India.

A small company in Mumbai, India, called Pinstorm specializes in alternative keywords for businesses across a wide spectrum, and takes pride in its spectacular search marketing to the clients in 204 countries and in 13 languages. It provides comparatively inexpensive keyword choices to clients to reach to the same or even bigger target market on a much lower cost.

Generally, advertisers settle for 50-500 keywords for their businesses which are zeroed in on by many competitors in the marketplace. This is the reason the cost of such common key terms skyrockets to unmanageable limits. Pinstorm provides the clients with 500 to million keywords on convenient and manageable budget with greater prospects of tapping the untapped customers.

Geographical consideration is vital in search engine advertisement

People in a particular region exhibits some distinguishable characteristics which set them apart from others when it comes to their search engine behavior. For an instance, in some Asian countries, people prefer to use Yahoo to Google, and hence ads have its implications on Google.

Interesting enough, Chinese people are more habitual of using local search engines instead of global use of Google. Therefore, relying on Google for lead generation from Chinese audience might back fire. Further, it is a pleasant surprise to hear that for certain key terms ads are absolutely free on Overture, whereas Google charges a pretty good amount.

Last Updated ( Tuesday, 20 January 2015 11:39 )

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