Paid search monitor is an innovative tool for advertising a product or website. It is a method of drawing attention to a website by causing the website to appear at the top of a search engine’s result page instead of being buried among thousands of listings. Search engines have proprietary methods called algorithms that determine the order of websites that are displayed on their results page. For example, if a person types in a search for ‘widgets’, each search engine will display the results in an order peculiar to that search engine.
They may be ordered by the number of past page views, type of keywords or the number of links to a website by other sites. Each search engine will have a different way of deciding what type of ‘widget’ sites to display. They might or might not include widget manufacturers, widget retailers or widget professional associations. Websites dealing with user opinions about widgets and widget forums could be included. Paid search marketing allows the advertiser to decide what pages to display his site on and where to display it on that page. For a nominal fee, the advertiser controls where his website is displayed. The website would be shown at the top of the page displayed for the search ‘widgets’.
If an advertiser decided that his company’s website is of interest to people who type in ‘gimlet’, then he can arrange for it to be displayed there, also. Charges to the advertiser for this service can be calculated in different ways.
A permanent banner display, for example, will usually incur a flat fee for a specified period. A placement that looks like a search listing may cost the advertiser a few cents every time a searcher clicks on the listing. This is referred to as pay per click advertising or PPC. Paid search marketing increases an advertiser’s exposure, decreases the time to gain name recognition and eliminates the variety in the placement methods of individual search engines. It allows an advertiser to maintain strict control over where and how his message is presented to potential customers. Great savings in time and money are possible with a well managed paid search marketing campaign.
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