Advertising with search engines is known by different names. It is also called sponsored search. Advertising with search engines could be further classified as follows:
- Advertising based on a keyword search
- Advertising based on a keyword search could take place through a search engine such as google.com, or a search engine partner site, such as shopping.com. For example, Google offers a service called AdWords, which allows companies, for a small fee, to have a link to their website featured when a user searches a specific keyword which the company specified.
- Advertising based on content context
- Many search engines (e.g. Google, Yahoo! Search) have partner websites with specific content. The websites agree to let the search engines place content-specific advertising on their website, in return for a fee. The search engine then finds companies interested in advertising on websites with their desired content. For example, an online dog food retailer might have their advertisement placed on a site about dogs.
Both of these advertising formats allow advertisers to target specific users with certain interests. Generally these advertisements are paid for based on either a pay per click campaign or an impression based campaign.