Search engines have always been the unsung heroes behind the content you get on the internet. Were you ever curious about the behind-the-scenes magic that makes finding the perfect cat video or the best recipe for pumpkin pie a mere search away? Yes, you guessed it, it was search engines running the show all along.

A search engine is a powerful tool that helps us sift through the vast amount of information on the internet and find exactly what we’re looking for. They do this by crawling and indexing billions of websites and their pages, then using a complex algorithm to determine the relevance and usefulness of each page to a specific search query.

But as easy as it may seem to find what we’re looking for, search engines face a number of hurdles in their quest to deliver the most accurate and useful results. One such challenge is the issue of “spamming”, where some websites use manipulative techniques to try and trick the search engine into ranking their site higher than it deserves. Additionally, with the constant evolution of language, the problem of “query understanding” – understanding the intent of the user behind the search query – is another big difficulty posing another advertising problem.

It’s no doubt that search engines are powerful tools that make navigating the internet a breeze. But behind the scenes, they face a number of challenges in their quest to deliver the most accurate and useful results. Search engine companies are always working on improving their algorithms and finding ways to solve these advertising problems, so we can have the best possible search experience.

In this article, we are going to explore the complications faced in search advertising and how programmatic advertising solutions are the way around it.

What is search advertising?

Before we jump into the complications and the solutions of search advertising let us do a quick sweep about what search advertising is.

Search advertising is a form of online advertising where businesses pay to have their website or product appear at the top of search engine results when certain keywords are searched for. This is typically done through platforms like Google AdWords, where businesses bid on keywords and create ads that will appear at the top of the search results when those keywords are searched for. The goal of search advertising is to drive more traffic to a business’s website, and ultimately, increase sales or conversions.


Advertising problems and custom programming solutions

1. High ad spends with low return on investment (ROI):

This can be a frustrating and costly issue for businesses, as they may be spending a significant amount of money on search advertising without seeing a significant return.

One of the main causes of this problem is that businesses often have a limited understanding of their target audience and the keywords that they should be targeting. As a result, they may end up bidding on the wrong keywords or targeting the wrong audience, leading to low conversion rates and a low ROI.

One solution to this problem is to use programmatic advertising solutions. Custom programmatic advertising is a type of automated ad buying that uses data and machine learning to optimize ad spend and targeting. Once these insights are identified, programmatic solutions can then allocate ad spend to these areas, helping to improve the ROI of the search advertising campaign.

2. Difficulty reaching the target audience:

Reaching the right audience is crucial for any business, but it can be especially challenging for those using search advertising. One of the biggest advertising problems that businesses face is difficulty reaching their target audience. Whether it’s because of poor targeting, lack of audience insights, or a combination of both, not being able to connect with the right people can be a costly and frustrating problem for businesses.

Think about it, imagine running a search advertising campaign for a new organic skincare line, but the majority of your ads are shown to men over 60. It’s clear that this audience is not the right target for your product, and as a result, your campaign is not going to be successful.

One solution to this problem is to use programmatic advertising solutions. Custom programmatic advertising is a type of automated ad buying that uses data and machine learning to optimize ad targeting. By analyzing data on website visitors, customer behavior, and audience demographics, programmatic solutions can identify the specific audience segments that are most likely to convert.

Once these insights are identified, programmatic solutions can then target those specific segments, ensuring that your ads are reaching the right people. This can lead to a significant increase in the effectiveness of your search advertising campaign. In addition, programmatic solutions can also provide detailed performance metrics and analysis to help businesses understand how their search advertising campaigns are performing and make data-driven decisions about how to optimize them.

3. Difficulty scaling campaigns:

As a business grows, its advertising needs change, and it can be challenging to keep up with the increased demand. This can lead to a number of problems, such as overspending on advertising, wasted ad spend, and even lost sales.

Imagine a small business that starts with a few search ads, targeting a small audience, and seeing good results, but as the business grows, the owner wants to reach more people, but with the same limited resources, time, and knowledge. The owner might end up creating too many ads, targeting the wrong keywords, and not being able to track the results, leading to a decrease in the ROI and an increase in the ad spend.

One solution to this problem is to use programmatic advertising solutions. Programmatic advertising is a type of automated ad buying that uses data and machine learning to optimize ad buying and targeting. These solutions can automate the process of buying and targeting ads, making it easier for businesses to scale their search advertising campaigns.

By using programmatic advertising solutions, businesses can focus on creating high-quality ads and targeting the right audience, while the programmatic solution takes care of the rest.

4. Difficulty measuring and analyzing campaign performance:

Measuring and analyzing the performance of search advertising campaigns can be a daunting task, and it’s a problem that many businesses face. Without proper measurement and analysis, it can be difficult to know how well a campaign is performing, and as a result, it can be challenging to make informed decisions about how to optimize it. This can lead to wasted ad spend, lost sales, and even a decrease in the overall effectiveness of the advertising efforts.

Imagine a business owner who runs multiple search ads, but doesn’t have a way to track which ones are performing well and which ones aren’t. The owner might end up continuing to run ads that aren’t performing well, wasting ad spend and not seeing the desired results.

One solution to this problem is to use programmatic advertising solutions. Programmatic advertising is a type of automated ad buying that uses data and machine learning to optimize ad buying and targeting. These solutions can provide detailed performance metrics and analysis to help businesses understand how their search advertising campaigns are performing and make data-driven decisions about how to optimize them.


In conclusion, scaling search advertising campaigns can be a difficult task for businesses, but by using custom programmatic advertising solutions, businesses can automate the ad-buying process, making it easier to scale their campaigns. This can lead to more effective advertising, increased conversions, and ultimately, more revenue for the business. Programmatic solutions can also provide detailed performance metrics and analysis to help businesses understand how their search advertising campaigns are performing and make data-driven decisions about how to optimize them.

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