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Search engine advertising is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine results pages (SERPs). As your prospective consumers abandon traditional print media (like newspapers and yellow pages) and spend more time online, how can you turn local online searches into phone calls, emails, other contacts and online sales? Our proprietary technology learns over time which keywords and search engines are driving the most conversions from your search engine advertising campaign. We utilize smart technology to optimize your campaign twice daily, shifting more of your advertising dollars to the keywords and sites that give you the most phone calls and contacts. Every day, though an email report, Business Sense Marketing will provide you complete details on every click, visit, e-mail, download, web form and phone call made from your ad, and our Call Recording feature even lets you listen to each call so you discover training opportunities for your business.
Silverback Capital Group is an investment company and business advisory firm that manages direct investments on behalf of its shareholders and accords select clients broad financial opportunity, ranging from local and regional relationships to multinational alliances. Search engine advertising (often called paid search advertising) is one type of Search Engine Marketing (SEM) and Pay-Per-Click (PPC) advertising that describes the techniques marketers use to optimize the display of a company’s advertisements in the paid or sponsored sections of the search engine result page. There are three main characteristics of internet advertisements such as search engine advertisements and display advertisements (such as banner ads), which are often based on a cost-per-thousand impressions (CPM) or a cost-per-acquisitions model (CPA), that best distinguish them from other forms of advertising. As of August 2010, there are two main search engine advertisement services: Google AdWords, which serves the Google search engine, and Microsoft AdCenter, which serves both Bing and Yahoo! There are two main reasons advertisers utilize search engine advertisements: direct response and branding. Direct response describes using search engine advertising with the goal of having users ultimately performing a certain action. Branding means that an advertiser utilizes search engine advertising to control the message the user sees when searching for relevant queries on a search engine.
Placement on search can be important to search engine advertisers because sites that appear in more prominent places of the search result webpage have a higher likelihood of getting clicked.
Google does not release exact details on the part of the algorithm used to calculate quality score, nor does it give advertisers their exact quality score. Relevance determines how similar the user’s query is to the advertiser’s ad text, keyword list, landing page URL, and location. Landing page quality evaluates the degree of relevance the advertiser’s landing page is to the user’s query. In order to serve ads on the three main search engines above, advertisers must create at least one account on Google AdWords or Microsoft AdCenter.
A best practice in search engine advertising is to structure the advertiser’s account(s) using the same structure as their website(s). Budgets can be set at the campaign level, and is often determined as a dollar amount per time period (day, week, or month). Campaigns are subdivided into ad groups, which can contain ads and the keywords associated with these ads. The search engine’s algorithm compares the keywords in an ad group to the user’s query to determine if it should serve an ad within the ad group and where an ad should be placed.
Broad match keywords are those that allow for ads to show when the user’s query contains the some or all of the keywords in any order, synonyms, plurals, or other affiliated keywords. Modified broad match keywords, a match type currently only available on Google AdWords, are those that allow for ads to show only when the user’s query contains all of the keywords in any order.
Phrase match keywords are those that allow for ads to show only when the user’s query contains the keywords in the exact order that the advertiser lists them. Exact match keywords are those that allow for ads to show only when the user’s query matches the advertiser’s keyword. Negative match keywords are those that prevent ads from being shown when the user inputs a keyword into the query.
Ads are comprised of three main elements: the title, the body text, and the landing page URL.
Advertisers should also note that words within ads appear in bold font if they match words in the user’s query so that they will stand out to users as being the most relevant.
In Google AdWords and Microsoft AdCenter, advertisers can create multiple ads for one ad group. Advertisers should be aware that misleading ads, ads that lead to irrelevant landing pages, and false display URLs are likely to violate the advertising policies of Google, Microsoft, and other CPC advertising providers or result in low quality scores. Search Engine Marketing (SEM) is a type of internet marketing that seeks to increase a web page’s visibility through paid listings. That said, a campaign isn’t as simple as saying “hey, I have a band, I want to buy space under MP3? – in fact this would be a very bad idea. Pay Per Click (PPC) search marketing is the most popular form of Internet Marketing on the web.
In PPC a company needs to consider not only why people are clicking on their site but whether or not those clicks are of a high enough quality to justify the expense of obtaining them. It would logically follow that Mojo Creator has a few thoughts on how to optimize this process. RaceHOST Search Engine Advertising Professionals have Years of Experience Successfully Managing "Pay per Click" Advertising Campaigns on Google, Yahoo, Bing and Top Search Engines for Racing, Automotive and Motorsport Companies. Hiring RaceHOST to Manage your Website Search Engine Advertising Campaigns and Search Engine Optimization, SEO, is an even better Advertising and Marketing Strategy.

Marketing e-Newsletter Distribution from RaceHost is designed specifically for Motorsport, Automotive and Racing Companies that want to Target Market potential customers using Marketing Professionals to Manage the Distribution of their e-Newsletter Campaigns. It is a great way to quickly get top positioning and get leads from local consumers who are making a purchase decision. Then, it automatically shifts more advertising dollars to what’s working, to get you more conversions. Representative client locations include Attleboro, Boston, Brookline, Burlington, Cambridge, Dedham, Framingham, Lexington, Natick, Needham, Newton, Wayland, Weston, Westboro, Wellesley, Woburn, Worcester. When a user inputs a query on a search engine, two main types of results are shown: the advertising results and the organic (or natural) search results. Firstly, Internet advertisers are able to accurately track their return on ad spend (ROAS) whereas other forms of advertising do not provide such accurate tracking.
When the user performs the action, which could include making a purchase, submitting a request for an estimate, asking for more information, watching a video, or downloading an application, this is called a conversion or acquisition. Although the text that shows in organic search results can be difficult to manipulate (see Search Engine Optimization), advertisers have complete control over the ad text that shows in the paid search results.
An auction algorithm determines this placement, and Google and Microsoft use similar algorithms to determine placement. The max CPC bid is the highest amount an advertiser is willing to pay for a click, although because the algorithm functions similar to a second price auction as described above, advertisers often pay less than this amount. An advertiser’s quality score is on a scale of 1 to 10 using decimals to differentiate between similar quality ads, but advertisers only see a whole number estimate of their quality score. When keywords in the user’s query match a word in the ad text or landing page URL, the word is bolded in the ad so that the ad captures the user’s attention. The search engine’s algorithm will often have an index of keywords, images, and other items on the advertiser’s landing page, and use this index to determine the landing page quality. Historical performance is mostly determined by Click-through rate (CTR) under the theory that this metric evaluates the appeal of an ad to a user. Although there may be one-time fees associated with opening an account, advertisers are not required to commit to spend a minimum amount once the account is open.
If an advertiser has multiple websites, using multiple accounts may be the best way of managing their search engine advertising which can be managed by a My Client Center (MCC) Account or an AdWords API on Google or an AdCenter API on Bing and Yahoo!. It is wise to set some type of budget because advertisers’ ads may be more popular than the advertiser expected and can accumulate a high cost to the advertiser if not capped. Advertisers are wise to create separate ad groups for each main product or service they offer or groups of them. As previously mentioned, synonyms, plurals and related words (such as misspellings) may be considered relevant to a user query. Broad matched keywords often allow ads to be displayed to larger audiences than other keywords.
This allows for advertisers to target more specific audiences than broad match keywords, but larger audiences than the other match types. This allows for advertisers to target larger audiences than exact match keywords, but more specific audiences than the other match types. Advertisers utilize negative match keywords to ensure that that their ads do not serve to an unintended audience.
To draw attention to their ads, advertisers should make their ads compelling and contain a “call to action” which encourages the user to perform a specific act.
Advertisers can use dynamic keyword insertion so that the user’s actual query appears in an ad. By default, ads will rotate, and performance (quality score) will eventually determine which ads show more regularly. If you have ever seen the ads on the right column of Google or ads in Yahoo’s Search result then you have seen the result of Search Engine Marketing.
The way Search Engine Marketing works, every click drains a bank account and some clicks like “Arizona DUI Lawyer” or “Student Loans Consolidation” have been known to top $60 a click.
If you make a mistake in Search Engine Marketing, it could cost you your entire Google AdWords budget for Q1 2012 by the eleventh of January.
In part, this is because the search engines make money on it and thus give PPC a lot of weight. Any website could be listed as an organic result, whereas only sites who have active advertising accounts appear in the advertising results. Secondly, search engine advertising is accessible, as it allows companies to advertise nationally with small budgets. Conversion tracking often requires the advertiser to add extra code to the website so that the search engine advertising platform can record these conversions. Furthermore, advertisers may find that their sites do not show in the first several search results because their websites do not have a lot of traffic or the natural search algorithm does not think that the site is relevant to the query. Google gives higher placements to advertisers with a higher Ad Rank, which is the product of their max CPC bid and their Quality Score (Ad Rank = max CPC * Quality Score). Quality score is determined by three main factors: relevance, landing page quality, and historical performance of the ad.
Advertisers should note that the search engine algorithm may consider some synonyms or other affiliated keywords as relevant.

Accounts contain multiple components including Campaigns, Ad Groups (where keywords are placed), and Ads. Although this may be considered a benefit, advertisers should be careful not to serve ads to unintended audiences as this would drive up cost without producing conversions. When an advertiser wants to input a modified broad match keyword into an ad group, the keyword is inserted with plus signs in front of every word, such as: +key +word. When an advertiser wants to input a phrase match keyword into an ad group, the keyword is inserted with quotations on both the front and back of the phrase, such as: “key word”. When an advertiser wants to input an exact match keyword into an ad group, the keyword is inserted with square brackets on both the front and back of the phrase, such as: [key word]. When an advertiser wants to input a broad match keyword into an ad group, the keyword is inserted with a minus sign in front of the word, such as: -key word. It is also considered an effective practice to capitalize the first letter of every word of a CPC ad, although capitalizing entire words or random letters is not allowed. In the title, body text, or display URL, the advertiser can include a dynamic keyword insertion. Advertisers should note that the landing page URL displayed (display URL) in an ad does not have to match the actual landing page URL.
Most businesses simply can’t afford this so part of the process of Search Engine Marketing is knowing what keywords to buy, how specific to make them, and what negative keywords to use. On the other hand, it is also the easiest form of internet marketing to understand and quantify. The two algorithms that search engines use to produce these results are most often independent of each other.
With such tracking, advertisers can calculate a conversion rate, which is a percentage found by dividing the number of conversions by the number of clicks. Advertisers may engage in search engine advertising so that their ads show highly in the results for more relevant queries because sites that appear in more prominent places of the search result webpage have a higher likelihood of getting clicked. Advertisers can also target their ads to users in or searching for specific geographic locations, and search engines will not show ads to users not looking for information about that location. For example, an advertiser who owns multiple retail sites may want each account dedicated to a different site, each campaign dedicated to a major brand sold on the site, and each ad group dedicated to a product within the brand. Budgets set based on an average may allow for an advertiser to spend larger amounts during some parts of the time period than others, often depending on the ad rotation settings.
Advertisers should utilize the various keyword match types so that they can target their ads for the intended audience.
When an advertiser wants to input a broad match keyword into an ad group, the keyword is inserted without any other punctuation, such as: key word. The format of the dynamic keyword insertion is the open curly bracket, the word “keyword,” a colon, and the default text should the user’s query be too long for the line’s character limit. Microsoft does not allow such an option, but workarounds exist to ensure that multiple ads show approximately the same number of times. The domain name of the display URL must match the domain name of the actual landing page URL, but other modifications can be made. A company can buy either the top search rankings, or they may choose to focus on a system like Google AdWords. For example, often times a company will exclude showing a paid link to anyone who puts the word “free” or “cheap” in their search as a way of only advertising to qualified individuals. Every time a user enters a query, the algorithm that produces advertising results essentially conducts an auction, evaluating advertisers’ bids and the quality of their advertisements, to determine the “best” ads to show the user. It is because of these reasons advertisers spent $13B in 2009 in SEM and it is expected to grow to $26B in 2014[1]. One of the most important considerations of search engine advertising strategies is to find ways to improve quality score. Multiple tools exist so that advertisers can learn what keywords users input into search engines and what other words a search engine may associate with keywords. There are many different types of Search Engine Marketing tactics that can increase a companies overall marketing reach. You fill an account with money, you feed it a set of search terms, and clicking customers make the money go into Google’s pocket. Because Race Host adheres to stringent Anti-Spam guidelines, Race Host’s IP’s are White Listed by virtually all ISP’s which means you’ll achieve a greater distribution level.
Advertisers only pay their bid price when the user clicks on their ad, and this price is called a cost per click (CPC). Max CPC bids are placed on individual keywords (sometimes called a keyword bid), although it is often easy to set bids to be the same across an ad group. In exchange, you get less than three seconds to convince a customer that your site is where they want to be.

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