Search Engine Marketing is a way of advertising your brand or product online through media such as Google, Bing, and Yahoo etc. These platforms cater to the general public and serve information and advertisements to customers who search for any word or phrase known as keywords. Search Engine Marketing can be broken down into 2 parts:
In search network, customers search for keywords on search platforms / search engines such as Google, Yahoo, and Bing etc. Here on the Search pages (also known as SERPs) information is based on the keyword searched. The information shown hierarchy wise is due to the SEO or Search Engine Optimization carried out by various websites. The better and stronger the SEO, the more the ads are shown in the first page top positions. But, along with information, advertisements are shown as well in the top of the search page or at the bottom or the side of the search Page results.
These are the ads shown for brand and products by advertising. This is also known as Pay Per Click (PPC) marketing, digital marketing, digital media spends, SEM marketing, SEM advertising etc. Keywords are bid on from different brands daily and the highest bidders are the ones which get their advertising on the top positions of the home page.
In display marketing, platforms such as Google have a complete network of websites which is known as the Google Display network. Here all the Google network sites are classified based on their service or product such as fashion, sports, news etc. Here the advertiser selects the topics of interest and website type such as shopping, electronics etc. and advertisements / ads are shown on the relevant topic websites which have banner and image ad spaces.
Apart from these 2 main advertising types, advertising can be done for app downloads / application downloads via app advertising.
Google shopping allows users to display a list of products on the Google search pages itself.
Ting offers all these digital advertising aspects.