What is Keyword Advertising?

Keyword Advertising is online advertising that uses search engine keywords to trigger contextualized ads. Advertisers select a set of keywords related to the product or service they wish to advertise. The ads are then displayed in relevant places based on those keywords on the Search Results Page (SRP) that is produced by the search engine. Keyword advertising is sometimes called pay-per-click advertising (PPC), search engine marketing (SEM), or search advertising; all of these terms generally refer to the same topic.

You MUST Measure the Results!

Your keyword advertising provider will supply you with statistics like Clickthrough Rate (CTR) which will tell you how successful your advertisements are in getting users to visit your landing page or Website. However, you must also use an analytics package (e.g. Google Analytics) to measure if you are converting these visitors into customers (e.g. do they buy something, sign up for an email newsletter or visit your Contact Us page). Unless you are measuring the visitor’s propensity to do what you want them to do, you are NOT measuring the effectiveness of your keyword advertising campaign!

Major Keyword Advertising Services:

Google AdWords

Microsoft Bing Search Marketing

Independent Application or Service Providers:


Keyword research tools for SEO, PPC, link building and blogging.


Engine Ready

Search Engine Marketing & PPC Agency

Simple Keyword Advertising Checklist:

(1) Set up an Account
(2) Choose Keywords
(3) Set a Budget
(4) Run the Campaign
(5) Measure the Results
(6) Repeat steps 2 -5, as necessary

Keyword Advertising Glossary:

Landing Page

A landing page is the page that appears when a potential customer clicks on an online advertisement, this page will usually display sales copy that is a logical extension of the advertisement or link. In keyword advertising campaigns, the landing page should be customized to enhance the effectiveness of different advertisements. By studying the user behavior metrics (provided by Google Analytics or other analytics packages) of the landing page and linking advertisement, marketers can compare the click-through rates and conversion rate to determine the most effective landing page, advertisement, and other elements of advertising campaign.


Geo-targeting is the practice of determining the physical location of a website visitor, and delivering different content to that visitor based on his or her location (e.g. country, region/state, city, metro code/zip code, organization). In general, the Internet Protocol (IP) address of the visitor is used to identify their Internet Services Provider (ISP) and thereby their location.

Keyword Advertising References

[1] Word Tracker Keyword Suggestion Tool

[2] Google Keyword Tool

[3] Keyword Search Tools