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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

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Chapter 2The Engines: Google, Yahoo, Microsoft, and Beyond

The search engines appear very similar from the perspective of the searcher, but for the search marketers there are some important distinctions. The mechanics of search engines and search engine advertising drive strategy and provide the foundation for the tactics you’ll use, therefore it is critical that you understand the options and the way the engines work.

Paid Placement vs. Paid Inclusion vs. Directory Inclusion

When most people talk about paid search engine advertising, they are discussing the paid placement ads that are obvious to the searcher on the top five or ten search engines. These paid placement search ads are only one of three basic ways that advertisers can generate ...

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