Keyword advertising is a form of paid search engine marketing, which can also be called search engine advertising, paid search engine keyword advertising, etc. It belongs to the CPC (Cost Per Click) charging system, that is, advertising fees are charged according to the number of clicks.
The principle of keyword advertising: When a user uses a certain keyword to search, advertising content related to the keyword will appear on the search result page. Since keyword advertising has a higher positioning, its effect is better than general online advertising forms, and its main forms of expression are as follows.
1. Fixed ranking
Fixed ranking advertising means that when a user searches for keywords, the company’s website appears in the relevant fixed position of the user’s search results according to the fixed ranking advertising fee paid in advance to the search engine.
2. Bidding ranking
Bidding ranking is a pay-per-performance online promotion method. It can bring a lot of real benefits to the company with a small amount of investment, effectively increasing the company’s sales and brand awareness. Bidding ranking is charged according to the number of potential customer visits brought to the company. The company can flexibly control the investment in online promotion and obtain the maximum return.
Generally speaking, search engine service providers with high market share and abundant corporate advertising resources adopt the bidding advertising ranking model; while search engine service providers with low market share and scarce corporate advertising resources adopt the fixed advertising ranking model.