A guide to keyword advertising

High tech - issues - issue

Keyword in an Internet search is one of the words used to find matching web pages. It was popularized during the early days of search engine development, as it was not possible to ask natural language questions and find the desired sites. Searches gave the best results if only a few keywords were chosen and searched for. These "keywords" captured the essence of the topic in question and were likely to be present on all sites listed by the search engine.

Pay per click

Advertisers bid on keywords they believe their target market, people they think would be interested in their offer, would type in the search bar when they are looking for their type of product or service. These ads are called sponsored links or sponsored ads and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad.

Many advertising networks display text-only ads that correspond to the keywords of an Internet search or to the content of the page on which the ad is shown. These ads are believed to have a greater chance of attracting a user, because they tend to share a similar context as the user's search query. For example, a search query for "flowers" might return an advertisement for a florist's website.

Click-through rate or CTR is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the number of users who clicked on an ad on a web page by the number of times the ad was delivered

Effective Cost Per Mille or eCPM is a phrase often used in online advertising and online marketing circles. It means the cost of every 1,000 ad impressions shown.

Keyword Bucketing is a tactical execution of a Pay per click (PPC) strategy. Its purpose is to create highly targeted text ad on the search engines to increase click-through rate

Another newer technique is embedding keyword hyperlinks in an article which are sponsored by an advertiser. When a user follows the link, they are sent to a sponsor's website.

Click fraud is a type of internet crime that occurs in pay per click online advertising when a person, automated script, or computer program imitates a legitimate user on a web browser clicking on an ad, for the purpose of generating a charge per click without having actual interest in the target of the ad's link. Click fraud is the subject of some controversy and increasing litigation due to advertising networks being a key beneficiary of the fraud whether they like it or not.

Ad serving describes the technology and service that places advertisements on web sites. Ad serving technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.

It is often said to do pages of high quality as these tend to get more cash per hit. Yet often cheap easy stuff can get hot more.

Yet, is it better to get a high paying ad that no one uses or a low payin' ad that is hit.

For an advertiser the choice is to go for low pay ad and low quality websites, or a viewer who views better websites.

overture keyword tool

https://adwords.google.com/select/KeywordToolExternal