March 2009
Beginner to intermediate
224 pages
4h 21m
English
Content preview from The Truth About Pay-Per-Click Search Advertising
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Truth 55. Search beyond the browser
Search marketing is fundamentally simple. Marketers need to place messages that most closely relate to a user’s query in both relevance and position. What makes the process complex is that SERPs provide for more than one message to be placed, and a real-time auction allocates position based on bid. Additionally, in hybrid auctions (systems that the three major engines are already running), various scoring mechanisms influence the bid price. Although each search engine’s organic and ad-serving algorithms differ significantly, they all share remarkably common features, beginning with the SERP. Although the presentation of these “answer” pages differs noticeably, at root they contain the same two main ...
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