Everything You Need to Know About Search Engine Advertising

How often do you log on to a search engine?

Google, Yahoo, and Bing have become household names over the last few years. All of these search engines see high traffic numbers no matter what day of the week it is.

Today, they’re also useful platforms to increase your business’ online visibility.

Have you ever considered search engine advertising? If not, now might be the time.

Things You Need to Know About Search Engine Advertising

SEA is a low effort way to get your product or service in front of potential customers. 

Here are five major keys of search engine advertising:

What’s the Difference Between SEA and SEO?

Search engine advertising is different from search engine optimization. When it comes to SEO, organic ranking methods are used. In many cases, these are long lasting and beneficial for brand awareness.

SEA, however, is usually temporary — it depends on the budget allocated for an advertising campaign. SEA involves more targeting techniques than SEO and is easily recognized by those viewing it. 

Advertising Platforms

There are many different platforms where search engine advertising can take place. In the U.S., major search engines such as Google, Bing!, and Yahoo all are capable of running advertising campaigns.

On these search engines, the advertising takes place in the form of text ads or images on the search result pages. Many different factors go into where these ads show up, such as keywords relevance, history of the ad account and quality of the ad text and landing page. 


When it comes to search engine advertising, there is terminology that describes paid listings — however, not all of them are the same.

Here are some basics when it comes to terminology commonly used while describing search engine ad campaigns:

  • Pay per Click (PPC): This refers to the type of advertising done on Google AdWords. The terms PPC and CPC are interchangeable in the advertising community, but CPC is more specific.
  • Cost per Click (CPC): The amount of money an advertising pays each time a user clicks on their ad.
  • CPM (Cost per Thousand Impressions): Some advertisers sell ad space based on impressions. Impressions are the number of times an ad is displayed on a search engine results page. In this case, an ad campaign’s rate would be determined by how many thousands of times that ad showed up.

Different Types of Ads

On Google, there is a variety of ads that can be run. These ads include text ads, product listing ads, Amazon product ads, and displayed ads. Depending upon what you’re advertising, whether it be an item or a service, certain types of ads may be more appropriate than others. 


Overall, SEA is a powerful tool when it comes to running advertising campaigns. Now that you know the basics about it, you can start your journey to utilizing it.

If you’re looking for tips on online marketing, be sure to check our blog for news and tips on the most recent trends.


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