In order to display an ad for a particular search engine such as Google, you have to create an account with the advertising product or brand of that search engine. AdWords is Google’s advertising product that offers cost-per-click aka pay-per-click advertising, and site-targeted advertising for text, banner, and rich-media ads. The AdWords program allows you to display your ads locally, nationally, and internationally.
As soon as you set up an account, you can immediately create your ad and enter a list of user search queries called keywords that can trigger your ad to be shown in search engine paid listing.
Search Engine Marketing or paid advertisement operates on a pay per click model that means you pay only for clicks not for the ad impression. The other option you have in Search Engine Marketing is cost per thousand impressions (CPM), in which you pay for thousand impressions not for any clicks on your ad.
Search Engine Marketing gives you total control to choose keywords for which you want to display your ads in search engine paid listing. That means you only get quality traffic because your ads will not be appeared for unwanted keywords.
Advertisers generally choose to advertise their website instead of optimizing their site for placement in the organic (free listing) search results. Search Engine Marketing allows you to determine when and where a listing of your site appears. You can create and AdWords account in no time and ads can run almost immediately in response to keywords that you enter.
Search Engine Marketing offers numerous advantages as follow:
• Quick result just after set up of PPC account
• Bid for keywords that you think is most useful
• Provides facility to promote your product in any country, region or even local area
• Changing of ads content anytime with no hassle
• Modifying of Budget settings anytime
• Bidding cost can be changed anytime
• Create, delete and pause ads anytime
• Display your ads in Google search network such Gmail, YouTube etc.
• Test multiple ads for a group of keywords also known as spilt testing
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