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  • Search ads appear on the results page of a search engine.

  • For example, if you search for "hawaii vacation homes" you'll see your results in the middle

  • of the page. These are called organic search results.

  • The paid results or ads show at the top of the page and down the right side.

  • You won't see just any ad in the search results.

  • The idea is to let advertisers tell you about their product when it's related to what you're

  • searching for. This is great for advertisers and keeps your search results relevant. Here's

  • how it works:

  • The advertiser picks key words or phrases that someone might enter when searching for

  • something similar to their product or service. In this example, those keywords might be things

  • like

  • After figuring out which keywords they want to appear next to, the advertiser sets a bid

  • on each them.

  • "Bid"? Yep: this is pretty much like an auction - if you really want something, you're willing

  • to pay more. If it's not something you're so keen on, you might not even bid.

  • Similarly, advertisers set limits on how much they are willing to pay for a click for each

  • keyword.

  • Once they have their keywords and their bidding strategy, they create a text ad like this.

  • The advertiser then enters into an auction with other advertisers who also want their

  • ads to show on the same search terms.

  • To win the auction, the advertiser's bid and the relevance of their ad are taken into consideration.

  • The advertiser with the best combination will show in the top spot, the second in the next,

  • and so on.

  • Really, search is pretty exciting. Each and every time there's a search, there's a real-time

  • bidding war happening for that ad space.

  • So the next time you click on a search ad, pat yourself on the back. You just made someone

  • a winner.

Search ads appear on the results page of a search engine.

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オンライン広告101:検索広告 (Online Ads 101: Search ads)

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    oresta kapinga に公開 2021 年 01 月 14 日
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