All that you need to know about "Search ads".

It is a digital marketing tool which shows text ads related to the user searches.

WHAT ARE SEARCH ADS?

·         When a user searches for a product/service, the search engine displays a page consisting of the results of the search also known as result page.

·         The results can be both organic results and sponsored results.

HOW DO SEARCH ADS WORK?

·         Google uses a second-price auction system to determine the cost for the advertisers to pay if they want their ad to feature on top.

o   Second price auction system: This a pricing system used in digital marketing wherein, instead of paying the entire amount, the advertisers can pay enough to beat the nearest competitor depending on their Ad Rank.

o   Ad rank: A rank given to the ad that the company wants to feature. The higher the rank, the higher the ad will feature in the search results.

WHO OFFERS SEARCH ADS?

·         It is offered by all the search engines.

·         For example – Google, Yahoo, Bing, Baidu, etc.

KEYWORDS AND SEARCH ADS

·         Keywords are derived by the business in relation to the searches in the past. So, the next time the user searches using the keywords, the products/services of that particular organization comes on top.

·         Keywords can be divided into four categories-

o   Broad match: In this, the search results will consist of a wide range of results in relation to the actual keyword typed. For example, the user types “CYCLES” and the result shows, “TOYS” “WATERBOTTLE” “TYRES” “CYCLE WEAR” “CYCLING SHOES” and so on.

o   Broad match modifier: This works when you add a “+” prior to the keywords. In this, the results will be more precise than the broad match but more lenient than the phrase match.

o   Phrase match: In this, the result will show only when the phrase is the same as the one the website has designated. For example, if the phrase designated by the website is “ENQUIRY ABOUT TICKETS TO BANGALORE” and the user has typed, “HOW DO I GET TICKETS TO BANGALORE”, then your ad will not feature.

o   Exact match: In this, the results shown will be exact to the keywords. This is not preferred as the user could have mistyped the keywords or written it in his/her own way, but the brands do not want to miss out on a potential customer.

CONCLUSION

·         Search ads is a digital marketing tool useful to generate traffic for the website.

·         Search ads are offered by all the search engines.

·         Higher the ad rank, the higher the ad will feature in the search result.

·         Broad match modifier is the latest variation to the types of keywords and is the most preferred.