There are two types of online marketing: display advertising and search advertising. Display ads are ads that show up alongside website content, while search ads are ads that show up alongside natural search results on a search engine. We call this kind of marketing: Search Engine Marketing or SEM.
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Each search engine uses a specific advertising platform that allow advertisers to create keywords that match relevant ads to user search terms. When a user does a search, the ad platform scrolls through all of its advertisers, looking for related keywords to match ads to search results. |
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Each advertiser bids on keywords in an auction, indicating the maximum amount they are willing to pay for someone to click on their ad. |
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The ad platform then ranks all of the ads and determines which ad to serve based on what the advertiser is willing to pay and relevancy to the search results. This auction happens every time a user performs a search. |
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If a user clicks on a search ad, they will be taken to a landing page that the advertiser has designated for that ad. |
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DoubleClick Search provides a single interface to help advertisers and agencies manage their complex accounts across multiple search engines, and analyze and edit search campaigns. It also helps automate bid changes to help reach campaign goals, making it an essential tool for any agency or direct marketer managing multiple ad platform accounts. |