Search advertising: be there when demand is active
Search advertising places your message in front of people who have just told a search engine what they want. It is the most direct way to capture existing demand, and it runs on the search platforms themselves.
The market in the United States
In the United States, search is a mature and expensive auction in most categories, so the gains come from tighter query control, landing-page fit and measuring beyond the last click.
Published US case snapshot: Interbets.com, a New York-based horse racing site owned by Catskill Off-Track Betting Corporation.
Formats and placements
Where this channel reaches audiences.
Text ads on results pages
Keyword-targeted ads shown above or beside organic results.
Shopping and product listings
Product image, price and merchant shown for commercial queries.
Search partner and app-store placements
Extensions of search intent beyond the main results page.
When to use it
Use search when people already look for your category, product or brand and the goal is leads, sales or sign-ups.
It is less suited to creating demand that does not yet exist; other channels do that, and search then captures it.
How Vertoz executes
- Query and match-type control
- Budget pacing across campaigns and days
- Ad copy and landing-page alignment
- Negative-keyword and waste reviews
Measurement
What gets measured depends on the objective. These are the signals normally used for this channel.
Typical measures
- Cost per lead or acquisition
- Conversion rate by query group
- Impression share on priority terms
- Contribution alongside other channels
Industries that use this channel
More channels
Frequently asked questions
Is search inventory Vertoz’s own?
No. Search campaigns run on the search engines’ own advertising platforms. Vertoz plans, manages and optimizes them.
How does search work with other channels?
Video, social and display create interest; search captures it. Planning them together avoids paying twice for the same customer.
Is parked-domain traffic a kind of search?
No. It also carries intent, but it comes from people navigating to web addresses. See Parked Domain Traffic.
Who do I contact in the United States?
Vertoz Inc is based in New Jersey and can be reached on +1 (732) 334 7300. Office addresses and the enquiry form are on the contact page.
Ready to put your media to work?
Create your advertiser account on the IngeniousPlex platform, or talk to the team first about what you are trying to achieve.