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  Search Engine Advertising

Advertising is an important promotional tool which includes a number of features and benefits. Search Engines offer advertising options together with search services.

Search engine advertising includes Pay-For-Placement (PFP) , Pay-Per-Click (PPC), and contextual advertising. Additionally, there are three ad options for contextual advertising: they can be graphical in nature, solo text ads, or text ads intertwined into the actual text content of Web page. In regards to contextual advertising, there aren't many places on the Web where flocks of prospective clients arrive in droves. Therefore, most advertising is largely PPC-oriented.

Pay for Performance lets you promote your site by paying for search engine exposure, rather than by relying on solely organic listings determined by your SEO efforts.

Pay-For-Placement (PFP) or Pay-Per-Click (PPC) program placement on the result pages of the search site and within its distribution network is guaranteed upon payment. The key factors of this type of advertising are keyword research and selection, bid price, effective ad copy and traffic landing pages.

There are three main types of Pay for Performance options:

• Pay-per-click - the best examples are Google AdWords and Yahoo! Search Marketing Solutions (formerly Overture). With pay-per-click (PPC) advertising, advertisers place bids for different search keywords. When users perform searches for these keywords, advertiser short text ads are shown together with organic results. If a user clicks on one of these ads, the advertiser is charged the previously agreed-to per-click sum.

• Paid inclusion (or paid submission) is fee-based inclusion into the database or directory of a search engine. The more prominent paid inclusion programs are Overture Site Match and Yahoo! Directory Submit

• Paid sponsorship - with this model, an advertiser pays a flat fee to a search engine. In return, the search engine shows the advertiser's ads together with search results for pre-selected keywords. ExactSeek, for example, features this pay-for-performance model.

It should be mentioned that when using a paid submission model of a marketing program, the website owner pays for a human based review of its site although inclusion is not always guaranteed. The site is usually included after 7 to 14 days depending on the directory. The success of paid inclusion is largely determined by the selection of the category as well as the title and description of the business.

"The Power of Presence"..... Klick Twice Technologies..