search advertising

SES San Jose: Search Advertising 101

Search Advertising 101

When performing a search on Google, there are two different types of results that show up: the organic listings and the paid, or sponsored, listings. Organically ranked sites are those which Google finds most relevant for that search query. The paid listings show up because an advertiser is paying money to be ranked that highly for those phrases. When a searcher clicks on one of those listings, the advertiser is charged the cost per click price for that ranking, so hopefully the searcher will convert into a sale for that advertiser.

But what if you don’t know anything about search advertising or setting up a pay per click campaign? What are the best practices behind PPC? And how do you track conversions? This session at the end of Day 2 of SES San Jose goes over the basics of search advertising and how to implement it for success.

SuperBowl Advertising Post Mortem: Tide Sticks it Out


While I am presently an offline/online media relations guy, my background spans a variety of media and tactics. As such, I have always been fascinated with the phenomena of SuperBowl advertisements. What other event allows you to generate buzz simply by making a media buy?

When it comes to search, it is nearly useless to play Monday morning quarterback with SuperBowl advertisements. Whether Budweiser had a funnier ad than FedEx is not necessarily relevant to our world. But in order to determine whether companies maximized their $2.7 million investment, it is important to assess the lasting impact on searches for their products.

In a trend that is sure to continue, many companies endeavored to drive traffic to their website in hopes of generating online buzz. was certainly the most explicit about this tactic, sending viewers online to catch a racy “forbidden” ad featuring NASCAR sensation Danica Patrick.