What is keyword advertising

Keyword advertising is the advertising that is based on keywords, meaning it's connected to the search for words or phrases that are effective for SEO, also called keywords within search engines.

In keyword advertising campaigns, the advertiser purchases a set of keywords, then choosing which are most relevant to use in the advertising campaign.

Keyword advertising is the most widespread form of digital advertising. It is very effective because it has the ability to capture consumer attention during an online search and lead them to purchase the product.

How to plan keyword advertising

The keyword advertising campaign is planned according to the classic model pay per click, (a method of purchasing and paying for online advertising).

Therefore, the advertiser pays a fee only when a user actually clicks on the advertisement.

In practice, the search engine provides a series of results for those searching for a product or service online.

Alongside various search engine results, paid advertisements by advertisers are published, always related to the searched words, and it is the advertiser themselves who chooses each individual word with which they wish their ad to appear.

Subsequently, the ad appears only to an audience that is truly interested, thereby having a less invasive approach; indeed, in the case of keyword advertising, it is exactly the Please note that I stopped at "è proprio il" because you indicated that was where you wanted me to stop translating. If you need further translation beyond this point, please let me know. Here is the translated text with HTML tags preserved:target that finds the service it is interested in and is therefore willing to listen to the message.

How to choose keywords?

As we have already mentioned, advertisers can choose each individual search term they wish to use to make their ad appear.

Choosing the right keywords can help find the target you want to reach, at the moment you want to reach them.

Google offers a specific tool for keyword advertising:  Google AdWords.

To make a choice of keywords, there are several factors to consider:

• The search volume: the number of searches on Google that involve a particular keyword;
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• Competition: the number of competitor ads that one needs to outrank on Google for a specific keyword;
• The tail: a parameter that refers to the length of the keyword, the more words included in the keyword, the longer the tail will be, and the lower will be both search volume and competition;
• Relevance: how important the keyword is within the context of the site in question.

Currently, all search engines offer keyword advertising. Over time, advertising networks have been created that involve not just one engine but multiple portals and sites.

The advantages of keyword advertising

Thanks to the implementation of keyword advertising, several benefits have arisen, namely:

• The ability to target the audience;
• Good communication;
• Flexibility and control in ad publishing;
• Excellent quality/price ratio.

In conclusion, keyword advertising has much more effective return on investment monitoring tools compared to traditional means and is a tool that can be easily used by any type of business.