10 terms to know about Search Engine Advertising – Part 1

Search Engine Advertising refers to advertisements displayed in the search engines results, on some websites, and on social media. To create online advertisements, you need to use some platforms with the most well known being Google AdWords, which displays ads in Google's search engine, Google websites, Google partners and Google Network, and Facebook Ads Manager to create advertisements for Facebook.

To understand how SEA and these platforms work, here are the most important terms to know.

(As an example, we will look at the Google AdWords platform, which is the most used platform for online advertising)


1. Targeting

Targeting advertisements can be done through different methods according to the network.

Your ad can be set by keyword targeting on the Search Network. A keyword is a word related to a specific topic that people will type in their search engine to find information. For the keyword targeting, you need to enter keywords to match with your ads.

You can also use the location and language targeting to reach your potential customers. Moreover, there is the device targeting; your ad can be shown only on mobile devices for example. There is also the audience targeting which lets you limit your ads to people who have already visited your site. This technique is also called retargeting or remarketing.


There are more possibilities for the Display Network, where you can make image ads. You can set up ads with keywords targeting, which follows the same principle as the Search Network.

There is also contextual targeting, where your ad will be displayed on sites selected due to some keywords you selected. Additionally, there is the topic targeting which allows you to spread your ad further because the ad will be displayed on all the websites talking about the topic you selected.

Besides the keyword, context and topic targeting, ads can be displayed with other criteria such as location and language targeting, audience targeting and device targeting (these criterias are the same ones as the Search Network).

The Display Network allows you to additionally do placement targeting, where your ad will be displayed only on some specific websites you manually choose. You can even select an entire website or just a portion of it.


2. Landing Page

The landing page is the page where people end up after they click on your advertisement. When you create an ad, you need to specify a final URL where the customer will come to after clicking on your ad. The landing page URL and the final URL have to share the same domain.

An important part of online advertising is the landing page experience. This could be defined by the relevance of your page, the usefulness of information provided, the user navigation and the number of links on the page.

3. Bid

The bid corresponds to the amount of money you are willing to pay to show your ads or to encourage people to click on your ad. In the next article, we will see which bid strategy to favor according to your advertising strategy.


4. Impressions

Impressions refer to the number of times your ad has been displayed in search engine results pages or on some websites of the Google Network. Each time your ad is displayed, it counts as one impression. 

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