Google AdWords is the Goliath of today's online marketing space, but it wasn't the first. A small company (later acquired by Yahoo!) first presented the model in the later 1990s. Around the new millennium, AdWords offered advertisers the ability to write their own text ad creative and the pricing model was a fixed cost per thousand impressions (CPM.) In 2002 another pricing model called cost-per-click was added and PPC advertising lit up our screens.
PPC aficionados argue that a website visitor has had their intent qualified several times before the advertiser pays for the click. The searcher was qualified for the first time when deciding on what phrase to type into the search bar, for the second time by reading ads from around ten AdWords competitors (plus the organic search results) and for a third time when a particular ad appealed enough to click on it.
Not only is there a choice of how to pay for the ads, there is also a choice of where the ads are displayed. The Search network is considered the premium choice and the Display network is intended to attract visitors when they are in a different frame of mind, namely browsing topics of interest.
Google AdWords also offers advertisers the ability to target searchers inside a limited geographical area, on certain days, at certain times and only promote a limited selection of their entire product list, if desired. By contrast this flexibility is difficult to deliver in organic search, where the clicks come without cost.
My own belief it that the search engines adopted an admirable long term view when building and supporting their complex organic search algorithms. AdWords is Google's flagship product and with the passage of time over the last decade, progressively more of the search space is being dedicated to Paid search results.
Glossary:
PPC: Pay-per-click pricing used by Google AdWords, Yahoo! Search Marketing, Microsoft adCenter and others. The advertiser pays only when an ad is clicked on.
CPM: Cost-per-thousand impressions pricing model. The advertiser pays a fixed price for every 1,000 times the ad is shown, regardless of how many/ how few clicks it attracts. This model is most popular for branding exercises.
Search network: The results served when a searcher types a query into the Google Search bar.
Display network: A worldwide network of independent websites which partners with Google to serve the Ads by Google box (and other ad types) on their website. The website publishers receive a commission from Google for hosting the ads.
Reference source :
What Are AdWords?
0 comments:
Post a Comment