Databases Reference
In-Depth Information
Punctuation refers to the process of organizing groups of messages into meanings, like
the punctuation of written language. Punctuation by the sender can sometimes alter the
meaning considerably [
43
].
The crafting of advertisements is a perfect example of this axiom in action. The precise
phrasing of a headline, the wording choice in the description, or the manner of the display
link can all impact, either positively or negatively, the communication process.
•
Axiom 4: “Human communication involves both digital and analogic modalities.”
In other words, communication contains discrete, defined elements (i.e., digital) that are
also different in some respect (i.e., analogic) based on the context and are delivered or
transferred in some manner (i.e., modalities) [
43
].
In sponsored search, you can control many of the communication factors, such as key-
phrases and advertisement copy. You can even, to some extent, control where the adver-
tisement is shown on the SERP.
However, there are other factors that affect the communication process that are more
difficult to control.
The reputation of the search engine in the marketplace will effect how the searcher per-
ceives your advertisement (see branding section in Chapter 6 BAM! Branding Advertising
and Marketing for Sponsored Search). The other advertisements on the SERP will also
impact the perception of your advertisement. For example, if the other companies adver-
tising on a given keyphrase have a negative brand image, this negative image may affect
how the searcher perceives your business.
•
Axiom 5
: “
Interhuman communication procedures are either symmetric or com-
plementary, depending on whether the relationship of the partners is based on
differences or parity
.”
A symmetric relationship is one in which the parties involved behave as equals from a power
perspective. A complementary relationship is a communication relationship of unequals [
43
].
In most search markets, the relationship is asymmetrical, in that the advertiser has more
information concerning the product that the consumer. This impacts the communication
process, making the searcher naturally somewhat wary, perhaps impacting a response to
an advertisement.
In this regard, it supports the advertising principles of informing, providing empirical
evidence, and supplying facts to the consumer [
42
]. Your advertisement must address this
information asymmetry in which the consumer views the relationship.
In each of these communication axioms, we can see the elements of the sponsored-
search process. By viewing the searcher and the advertiser in a communication pro-
cess, each sending messages and receiving feedback, keyphrases, advertisements, and
consumer behavior assume the more natural roles than one sees in the search process.
Within this overall communication framework, we can leverage models like the buy-
ing funnel and consumer buying behavior for particular aspects of implementation.
Remember that you are Dealing with a Person, not a Model
All of these models - actually any model, no matter how complex - are simplifica-
tions of the real-world process.
As an example, how many times does a person only have one goal? I submit,
rarely. A person may be searching with the intent to purchase some product, say an
