Using PPC with Search Engine Marketing

Search engine marketing is one of the largest forms of internet advertising. Using SEO techniques can create traffic to your webpage, as well as increase revenues. Using them both together is the art of search engine marketing. This article explains its history and a little bit about it.


Using search engine marketing techniques offers a great way to advertise your business. There are several different ways to utilize a search engine to gain business. Internet Marketing techniques involve: pay per click advertising, context advertising, paid inclusion, and Search Engine Optimization. The current largest Search Engine Marketing vendors are Google AdWords, Microsoft adCenter, and Yahoo! Search Marketing. Search engine marketing is one of the largest forms of internet advertising, as it offered one of the first ways to advertise your business on the internet.

History of Search Engine Marketing

The mid-1990s is when the first search engines began cataloging the web. It did not take long for companies to realize the benefits of having their webpage show up at the top of these search engine lists. During the early stages of search engines it was easy for webmasters to abuse and manipulate their rankings within searches. This caused search engines to have to come up with different methods to rank articles within their searches, making manipulation by webmasters more difficult. Search engines such as Google now use complex algorithms and real time search methods to make each individual search relevant to the user.

Search Engine Optimization

One way to increase traffic to your website is by search engine optimization (SEO). This process involves utilizing the way a search engine works to enhance the visibility of your website. Research has shown that the higher your website is on the search list, the more likely it is that someone will visit it. With this being said, using SEO techniques can help boost your website to the top of these lists, thus creating traffic to your site. This is the one form of search engine marketing that can be done with no cost, although using a consultant is recommended.

Pay Per Click Advertising

The pay per click advertising method allows businesses to pay their host site only when their ad is clicked. This form of internet advertising is one of the most popular search engine marketing techniques. As a business, using a pay per click advertising program is beneficial, as it is the fastest way to create traffic to your website. The best part about this type of program is the people clicking on your ad will be doing so because they are interested in your products. Businesses benefit from this form of advertising because they only have to pay for the advertisement when it is clicked from a potential consumer.

The three main pay per click companies, Google, Yahoo, and Microsoft, operate under a bid model. Under a bid model program the business will bid on a specific key word phrase. The amount of cost per click will depend on the popularity of the particular keyword that is being bid on. Competition makes the price of keywords more expensive. The cost of pay per click advertising will depend on which site is chosen as well. The other type of pay per click model is a flat-rate model. This type of program is mainly used by content websites, and none of the major search engines utilize this method.