We can split Google search results page on two parts. Organic results and sponsored links.
This main section which is called Organic search results and it is generated by PageRank technology and it’s free for advertisers. It is up to Search Engine Marketers to bring particular site to the top of search results targeting one keyword or whole phrases. It is not that much complicated, but it does require some time to spend on your website. Those results are displayed in the middle centered part of Google results, and it is dominating part of it.
Those results are coming from following process:
SEO – learn how to do Search Engine Optimization part 1
SEO – learn how to do Search Engine Optimization part 2
SEO – learn how to do Search Engine Optimization part 2
Seconds sections are so called sponsored links. This is paid advertisement. It is using technology called pay-per-click and it is based on bidding system for keyword. PPC system is one of the classic tools used by internet marketers. It is more accurate, quick and this as much control as you can get over search result pages. How it works? Let says you are a lawyer, so you targeting words like law,solicitor,lawyer and your location, ex. dublin, ireland etc. Now interesting part here you can specify your geological, sex and age target group. And they place a bid for your ad. What that means, when someone from selected by you target group (lets say male, between age of 30-50 from dublin area) will type lawyer in Google, if your bid was highest it will display your ad/website under sponsored links on the right hand site.
Then each time this person will show interest in your ad by clicking on it, you will pay for this action as per your bidding quota. But it doesn’t mean you have to pay a lot. There are ways of winning top position in sponsored links with minimum bids.
The system used to place and bid ads is called Google AdWords. It is also providing wide reporting tools. Additionally to google search results you can put your ad in any of websites cooperating with Google by using AdSense.
AdSense is affiliate program of Google. It allows private users to display ads and get paid for it. Same way as you paying, same way they are getting paid. Person viewing their website is clicking on advertisement and purchase something on ad sponsor website, then small percentage goes to that owner of the website where original consumer interest was shown. And this is currently quite large internet business, generating maybe not millions, but enough money for some students to survive without any full time job.
But comming back to AdWords it quite simple and don’t be afraid to use it. Comparing to other form of advertising it is till the cheaper one. Best advice however I could give to you in long term is to learn how to position your website in organic search results and then you getting traffic to your website for free. But if you don’t have enough skills, or time, then just jump to Google AdWords and won’t be disappointed, on the end that is one of the sources of Google profit making machinery.