Lesson 5. Google Search Advertising

Google search advertising is a method of placing advertisements in search engine results. These search ads are targeted to match keywords entered on search engines, which allows to reach a much more targeted audience. Also, the advertisers can bid on keywords, so their ad shows up to people who are looking exactly for what they offer. 

This advertising technique uses a pay method called pay-per-click, which means that Businesses pay a small fee every time an user clicks on their ads.  Moreover, companies have the possibility to tell to the search engine the maximum budget, they are willing to pay for a click on their ad. 

Since Google is the most popular search engine, the appropiate platform for search advertising is Google Adwords. Adwords carries out an auction system, where firms bid to appear in certain search results. Besides the amount paid, the quality and relevance of your ads is very important to determine the position of your ad on the results page.