Keyword advertising

Keyword advertising

Keyword advertising refers to any advertising that is linked to specific words or phrases. Common forms of keyword advertising are known by many other terms including pay per click (PPC) and cost per action (CPA). There are multiple variations each starting with "pay per" or "cost per" such as pay per action (PPA), pay per cost (PPC), cost per mille (CPM).

It is believed that Yahoo! pioneered the keyword advertising buy. In 1996, Chip Royce, marketing manager for InterZine Productions of Boca Raton, Florida, approached Yahoo!'s sales agent (Flycast Communications) seeking more effective, targeted advertising within Yahoo!'s search results. Yahoo! obliged placing targeted ad banners when the keyword "Golf" was searched by Yahoo! users. Yahoo! later turned this opportunity into a formal marketing program for its entire customer base and promoted this in a July 1996 article in the now defunct 'Internet World' magazine.

Google AdWords is the most well-known form of keyword advertising. Google displays search ads specifically targeted to the word(s) typed into a search box. These keyword targeted ads also appear on content sites based on Google's system's interpretation of the subject matter on each page of the site. This is known as contextual advertising.

Other search engines offering keyword advertising include Yahoo! Search Marketing, Microsoft AdCenter, Looksmart, Miva (FindWhat and e-Spotting are now part of Miva), and many others.

A less common type of keyword advertising hyper-links individual words within the text of a page to small pop-ups displayed by mouseover. Advertising of this type is offered by Kontera, Vibrant Media, and LinkWorth. Kontera's version is named ContentLink, Vibrant Media's version is called IntelliTXT and LinkWorth's version is called LinkWords. They refer to their product as in-text placement. Advertisers choosing to test this type will want to exercise moderation to increase Internet user acceptance.

Pixel advertising, popularized by The Million Dollar Homepage is another type of keyword advertising. In pixel advertising, graphic advertising space is sold on a site. Often advertisers are charged per pixel, with a minimum of 10 by 10 pixel blocks. With keyword advertising, advertisers buy a text link on an advertising site. When the advertising space is sold out, a "word cloud" is formed, with an apparently random group of words, each linking to another internet site. Two of the first keyword advertising sites were and, which were launched in mid-2006.

Keyword advertising is based on a principle of search engine optimization, which states that the anchor text of incoming hyperlinks to a site will cause search engines to associate the site with that term and improve the site's search engine ranking for that keyword.

Wikimedia Foundation. 2010.

Look at other dictionaries:

  • Keyword advertising — ist eine Online Werbeform, bei der Werbemittel auf den Ergebnisseiten von Internet Suchmaschinen und Websites abhängig von den individuellen Schlüsselwörtern (Keywords) angezeigt werden. Keyword Advertising stellt die zentrale Finanzierungsquelle …   Deutsch Wikipedia

  • Keyword-Advertising — ist eine Internet Werbeform, bei der Werbemittel auf den Ergebnisseiten von Internet Suchmaschinen und Websites abhängig von den individuellen Schlüsselwörtern (Keywords) angezeigt werden. Keyword Advertising stellt die zentrale… …   Deutsch Wikipedia

  • keyword advertising — UK US noun [U] ► MARKETING, E COMMERCE a form of advertising on the internet, in which a business pays to have an advertisement or a link to a website appear on someone s computer screen when they use a particular word or phrase to search for… …   Financial and business terms

  • Keyword\ Advertising — Auf stark frequentierten Suchseiten (Suchmaschinen) werden häufig Banner (Skyscraper, Buttons...) geschalten, die auf Stichwort reagieren. Je nach Suchbegriff bekommt der Benutzer Werbeeinschaltungen zu sehen, die seinem Interessensgebiet… …   Online-Wörterbuch Deutsch-Lexikon

  • Keyword Services Platform — The Keyword Services Platform (KSP) is a keyword research tool available through Microsoft adCenter, which contains a set of algorithms for providing information about keywords used in search engine queries.The KSP was originally conceived by… …   Wikipedia

  • Online advertising — Part of a series on Electronic commerce Online goods and services Streaming media Electronic books Softwar …   Wikipedia

  • Search advertising — In Internet Marketing, Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search engine advertising services, ads can also be placed on Web pages with other… …   Wikipedia

  • Alcohol advertising — is the promotion of alcoholic beverages by alcohol producers through a variety of media. Along with tobacco advertising, it is one of the most highly regulated forms of marketing. Scientific research around the world conducted by governments,… …   Wikipedia

  • Semantic advertising — applies semantic technologies to online advertising solutions. The function of semantic advertising technology is to semantically analyze every web page in order to properly understand and classify the meaning of a web page and accordingly ensure …   Wikipedia

  • Editorial Related Advertising — is associated with the concept of Contextual Advertising but differs in its ability to match advertising to content in a much more specific manner. Where Contextual Advertising is keyword based, Editorial Related Advertising is able to also take… …   Wikipedia