Paid Search Management
Paid search engine management is a popular marketing strategy that can be employed to promote and increase the visibility of a website. While normal search engine optimization techniques are very effective ways to get high rankings, many search engines now also offer paid search programs that will guarantee results in a short amount of time. By combining SEO and paid search, website operators can reach their goals more efficiently and cost-effectively.
One of the methods used in paid search engine marketing is paid placement. Through paid placement, webmasters are essentially purchasing an ad space on the search engine's search result page. This ad will be guaranteed to show up whenever a relevant search is performed, thereby increasing the probability for users to visit the websites being advertised. Google AdWords is an example of such a program that has been popular and very successful.
Another paid search model is called paid inclusion. Instead of purchasing an ad that is visually separate from the normal search results, webmasters pay a fee for their websites to be indexed by certain search engines. The page will be included in the "normal" search results. This way, the improvement of visibility is immediate, and website operators do not have to wait for weeks or even months to find out if their pages are being indexed properly. It is especially desirable for some regularly-updated websites since webmasters can determine when their page will be indexed, depending on the current content of the website. Not every search engine offers this service, most notably Google. Yahoo!, however, utilizes both paid search options.
Paid search engine management is a cost-effective and time-saving method to make sure that your website is visible to the relevant end-users. Used together with other SEO techniques, it can ensure that the ranking stays high, and continue to bring in the right audiences. While paid search can be a somewhat debatable topic since it blurs the line between an advertisement and a "legitimate" search result, there is no doubt that it is a viable market strategy, and one that is potentially very profitable.