A search engine allows users to find what they’re looking online, via a “query”, a word or phrase typed by the user.

Most search engines provide two types of results in response to the same user query:

• organic listings (also called “natural” or “free”);
• Paid advertisements (eg advertising).

Google distinguishes these two types of listings and ads, marking those charged as “Sponsored Links”.

Each search engine calculates relevance in a different way for each type of result (organic and paid).

The Google organic results and paid for are independent from each other.

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The relevance of organic results of Google to query typed by the user is determined based on more than 200 factors, one of which is the PageRank of a given page.

PageRank is the measure of the importance of a page based on links from other pages.

The Search Engine Marketing is the process of promoting a website through paid listings (ads) on the search engines.

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Google for the product marketing is Google AdWords.

In most search engines, ads run based on a “pay-per-click” (PPC) that the advertiser pays only when someone clicks on your ad

or

a model “cost per thousand impressions” (CPM), whereby the advertiser pays for impressions and not for clicks.

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The Google Adwords allows you to publish, as a result of the creation of an account, almost immediately the ads using keywords.

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