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17

CHAPTER 17

17. Advertising on internet

We have been introduced to the term SEO. In addition to this term, we also know the terms
SEA and SEM.

SEA stands for Search Engine Advertisement. This involves advertising in the search engine, for
example with Google Ads (Google Ads was previously called Googles Adwords).

SEM stands for Search Engine Marketing. This is usually seen as the combination of SEO and SEA.

In this chapter, we focus on SEA.

17.1 Advertising on Google

The best known form of SEA is Google Ads. For many, advertising on the Internet is synony-
mous with advertising through Google Ads. Google Ads is the advertising program of Google.
Ads is used for placing text ads on the results page (the SERP pages) and for placing ads on the
Google Display Network. The Display Network is a collection of sites where Google places ads.
The difference between advertising on the SERP page and the Google Display Network is that
SERP pages only show text ads, while on the Display Network an ad can take many forms, inclu-
ding banners in different formats.

Advertisements on the results page are placed based on keywords. In the Display Network, an
advertiser can also choose to have his ads appear on a specific site. A broader context than just
keywords is also possible. A recent development is that Google can place ads based on demo-
graphic data on part of the Display Network. With this, Google is shifting a little in the directi-
on of Facebook, where placing adverts based on demographics is common practice.

Google shopping
If you do a search for a product, for example a USB stick, the result page may start with
advertisements.

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