Databases Reference
In-Depth Information
9
Bringing It All Together in a Framework of
Sponsored Search
Whenever a theory appears to you as the only possible one, take this as a sign
that you have neither understood the theory nor the problem which it
was intended to solve.
Karl Popper,
considered one of the most in
uential philosophers
of science in the twentieth century [
1
].
While implementing a sponsored-search effort for our framing business, we must
address many aspects that consume our attention, including keyphrase selection, ad
creation, market research, insight into the consumer as both a searcher and a cus-
tomer, elements of branding for our product, advertising and marketing concepts,
and bidding strategies.
These aspects may seem like a list of separate components that you somehow
make fit into this thing called “sponsored search.” But although we discuss them
separately, the separation is artificial. Each of these elements is totally integrated into
the complete picture of a sponsored-search effort. The separation is an artifact of the
discussion, as a method of simplification.
In real life and practice, one cannot select keyphrases without understanding the
market and the potential consumer. One cannot design an advertisement without an
understanding of cognitive, affective, and situational aspects of the customer. One
cannot begin marketing without understanding the product attributes. One cannot
develop advertisements that get results without understanding the customer and the
bidding process. One cannot bid effectively without understanding measurement and
metrics and competition.
It is a lot to deal with and become an expert in! Moreover, it is all related.
Potpourri
: People have a tendency to overestimate what they know. More accu-
rately, people put more faith in the concept of what they know than they really
should. This is related to the caution stated by Popper in the epigraph [
1
].
We do this individually and also in groups and in society. So, we should expect
it with our views of the foundational elements of sponsored search and even the
implementation aspects.
(
Continued
)
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