Saylor URL: http://www.saylor.org/books Saylor.org
- No claims of “best,” “number one,” or superlatives may be used unless they can be verified by a
reliable third-party source - Product numbers may be used
KEY TAKEAWAYS
- In PPC (pay per click), an advertiser develops the content for an ad, selects keywords for the ad, and
chooses the maximum amount they are willing to pay for a click. - A search algorithm checks the ad for compliance with editorial guidelines, displays the ad for relevant
search queries, determines the rank of the ad based on the max bid, and determines the relevance of the
ad. - Search engines have specific guidelines for advertisements.
EXERCISES
- What is the difference between the display URL and the landing page URL, and what is the function of
each? - How is the content network different from the search network? How do the differences affect the
advertiser?
[1] “Search Engine Results Chart,” Search Engine Watch, March 23, 2007,
http://searchenginewatch.com/2167981 (accessed June 18, 2010).