As it is explained in: Google Search Advertising, allows you to directly display your paid ads among the search results on various search engines, like Google, Bing and Yahoo

Advertisers who utilize search advertising show their ads to users who are actively searching for specific keywords, and they pay a fee every time their ad is clicked.

What are search engine ads?

On BING and YAHOO, search engine ads typically appear above, below, or next to the organic search results. 

That is one key difference between Google and other search engines because GOOGLE only shows ads above and below search results. 

Difference between Google and other search engines.


Search ads include the following key elements:

  • Headline: which should incorporate relevant, attention-grabbing keywords because it's the largest and most noticeable ad component. 
  • Display URL
  • Description text: to highlight the most important details about the product or the service offered.
  • Ad extensions: enable the ad to take up more space in the results list, increasing its visibility and allowing you to provide more information about the product or service.  

How does Search Engine Advertising work?

Keyword selection determines which searches display your ads, so without I-depth keyword research to identify the most appropriate terms, you could potentially miss your target audience. Choosing the right keywords can also make your ad rank higher and cost less.

 

While a CPC bid and highly-targeted keywords are important, your Quality Score also plays a significant role in your SERP ranking.

Quality Score indicates how well your ad meets the needs and search intent of your target audience, and is used by search engine to provide searches with the most useful results possible. 

To calculate Quality Score, SEM platforms look at a variety of factors:


Benefits

1. Quick and easy implementation

Setting up a search advertising campaign is relatively fast and easy. It's highly flexible and configurable, and can typically be set up in just a few hours. 

Additionally, changes an be made on an ad hoc basis, so you can continuously tailor your website content, keywords, and ad spending based on your audience's behavior. 


2. High user intent.


Since search advertising is based on keyword-focused search queries, it offers highly targeted ads to search users. 

People are telling you what they are interested in -- so you're reaching an appropriate audience.

 

3. Fast results.


4. Greater brand awareness


Search engine advertising also helps raise brand awareness since the higher your ad ranks, the more it will be seen.

As prospects become more familiar with you over time -- recognizing you as a relevant and trustworthy company -- their search terms will become increasingly related to your product, service, or brand. 

5. In-depth measurability and analysis

Search engines like Google, Yahoo and Bing provide advertisers with real-time data and paid search analytics so the campaign performance can be easily tracked and measured.

 

Tracking useful, in-depth information, such as:

  • Money spent vs. value generated
  • Total impressions
  • CTR
  • CPC
  • Average ad position
  • Conversion rate
  • Cost-per-conversion
  • Prospects’ geographical location
  • What type of device they’re using
  • Average time on page
  • What pages they visited on your site