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The Digital Revolution by Alan Charlesworth

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Advertising through Keywords

Advertising on search engines is not the same as being featured in organic SERP listings. Instead, organizations bid to place text advertisements alongside organic listings when a search is made for a given keyword or phrase. Network advertising uses similar principles.

Understanding the concept

Search-engine advertising often appears alongside normal search results on the SERP (search engine results page). However, in search engine advertising, instead of pages being selected on the basis of relevance to the search, the keywords are bought by the advertiser through a bidding system. The advertisement highest on the SERP’s sponsored listings will be the one with the best bid. The best bid is not always the highest ...

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