Paid search ads on search engines like Google or Yahoo can be an inexpensive and easy way to drive people to buy your app. But is it right for you? Learn the ins and outs of search engine advertising and how you can start boosting your app sales today using this powerful tool.

What is search engine marketing?

Paid search gets a lot easier once you realize all the names you have been hearing for it are the same thing. Paid search may also be called search engine marketing (SEM), search engine advertising, or pay per click (PPC), but they are all basically the same thing: you pay to place text ads on search engines.

When someone does a search for a keyword you have chosen, your ad shows. You only pay when someone actually clicks on your ad, making it a cost-effective way to drive traffic to your app’s website.

(Google will not let you link directly from a paid search ad to your app in the App Store, so you must have a stand-alone website in order to use search engine marketing.)

Where can I advertise?

The three major search engines each offer search engine advertising. Here are links to more information about placing ads on the search engines:

• Google – with Google AdWords
• Yahoo – with Yahoo Sponsored Search
• Bing – with Microsoft Bing Search Advertising

Many app developers start out advertising with Google because it has the largest audience by far, but the choice is yours. The best way to get started is to sign up for an account and try a small advertising campaign as a test.

Is search engine marketing right for advertising my app?

While advertising in search engines can be a powerful tool for finding new customers for your app, it may not be right for everyone. You will not really know until you have tried a small campaign, but here are some tips on when search engine marketing might make sense for you.

Paid search might be helpful if you…

• Have more than one app featured on your website
• Offer a specific type of app people are looking for (like “cooking apps” or “tours of Paris”)
• Sell paid apps

Paid search may not be the best choice if you…

• Do not have a website
• Only offer free apps

Search engine advertising can be a powerful tool to help you promote your app. Because you only pay when someone clicks on your ad, it can be ideal for advertisers on a tight budget.

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