Search Campaign 101

For those in the advertising business who haven’t run an online search campaign—and that is most of the industry—here’s a quick guide to how to go about it. For simplicity’s sake, we’ll look at Google’s advertising product, AdWords, using the launch of a new hybrid SUV as an example. Products from Yahoo! and Microsoft work in a similar way.

The marketer might start by developing a list of keywords, or search terms, that users would type into Google search if they are in the market to buy a car.