About 90 percent of all internet users inform themselves about products and services with the help of online search engines. By means of keyword advertising ads can be shown on the result pages of the search engine, depending on the entered keywords. The advantages of keyword advertising are the following: on the one hand the ads are shown exactly according to the target group, on the other hand the ads are not charged according to visibility (ad impressions), but only according to actual carried out clicks (cost per click).

Keyword advertising makes it possible that ads are always shown on the search results of a search engine, when the internet user enters certain keywords, which are defined beforehand. These sponsored links lead the user directly to the web site of the promoter. Like this the promoter has the guarantee to reach his target group with high efficiency. To optimize the traffic it is necessary to figure out those keywords, which are entered by potential customers when they search for information. Furthermore the ads have to be created in a way that they lead to a maximum conversion rate.
The keyword advertising of the search engine holder Google is called “Google AdWords”. For the entered keyword the search results are shown on the left side, on the right side are maximum ten ads with four lines. The first line (max. 25 signs) of the ad always indicates the title, the second and third (each max. 30 signs) implies the text and in the fourth line (max. 35 signs) is always the URL of the web site. Compared to the usual Google entries the placements of AdWords ads are not cost-free. The advertiser states how much he is willing to pay per click. The positions of the individual ads depend on the offer per click as well as on internal quality factors.

Also Yahoo! Search Marketing, the search engine marketing of Yahoo! offers text ads with a direct link. But Yahoo! promises that the web site gets only relevant visitors and thus at the same time leads. Thereby the promoter only has to pay clicks which were actually made.
Relatively new in the field of keyword advertising is the product “featured sites” from mirage plc, a further provider of search- and context-based sponsored links. The ads appear in the partner search engines above the search results. Besides, a logo can be added to the text. Here the promoter also only has to pay for success (cost per click). The minimum offer lies by 10 cent. Agencies additionally obtain 15 percent discount. The pay-per-click provider Miva (former Espotting) offers keyword advertising, where the advertiser chooses the title and the text as well as the offer completely at his will. In the search results appear the text ad, the logo and the offer.

Keyword advertising has established itself as a very efficient form of advertising. Only by comprehensive knowledge and a careful planning the wished results of a campaign are achieved. Trust in us – we provide tailored solutions to permanently increase your sales and the attractiveness of your web site.