Databases Reference
In-Depth Information
Constraints of communication
MESSAGE
Sender
Context of communication
Receiver
FEEDBACK
Constraints of communication
Figure 5.6. Fundamentals of communication process with sender, receiver, and feedback within
a context and with constraints.
So, when a searcher submits a query and your ad does not appear, that lack of an ad com-
municates a message to the searcher. It prevents communication between your company
and this potential customer. Perhaps this is want you want (e.g., you might not be inter-
ested in the searcher who uses the term
free
in the query). So, it could be the exact mes-
sage you want to convey (i.e., “sorry, our product is not for you”).
However, this might not be your intent. We focus exceedingly on the keywords included
in our sponsored search efforts and new ones to add. However, an occasional review of
the words not included can shed some light on the message we are sending.
At some level, the communication aspect is rather binary. If you decide not to use a par-
ticular keyphrase, your advertisement will not be available to those consumers. So, you
are effectively preventing communication.
•
Axiom 2: “Every communication has a content and relationship aspect such that
the latter classifies the former and is therefore a metacommunication.”
Each person responds to the content of communication in the context of the relationship
between the communicators that is both the sender and the receiver. The context provides
metadata about the information exchanged in the communication [
43
].
This is notably true in sponsored search, where the consumer is entering the communica-
tion process with some established mind-set (i.e., context). Perhaps the consumer is just
looking for the cheapest price. Perhaps they are in a hurry and just want to get the product
they need ordered. Perhaps the consumer has had past experience with your company,
which affects the trust associated with the Web site.
Your ad needs to it into the consumer's context. It probably necessitates several ads to
suit the various contexts in which a consumer might search for your product or service.
•
Axiom 3: “The nature of a relationship is dependent on the punctuation of the
partners' communication procedures.”
