Databases Reference
In-Depth Information
8.
Search Engine Tracking
: a means of matching keywords to queries, gathering
advertiser content, bidding, metering clicks, and charging providers based on
clicks for their displayed links.
9.
Searcher
: an individual that submits a query and potentially clicks on a sponsored
link within a relevant advertisement.
Figure 2.3
presents the sponsored-search process as an aspect of information
searching rather than strictly an advertising venue. In this framework, the potential
customer is performing the role of Web searcher. And this framework is activated
with every single search! Think about that for a minute. Think of the traffic on the
search engines, with millions and millions of queries. For each one, every time, the
sponsored-search process, including the auction for keyphrases, occurs. It is really a
phenomenon!
As stated by Geddes, “Every search result has three different entities trying to reach
their goals. Some times these goals get in each other's way, leading to poor search
results. Other times, they work in conjunction, leading everyone toward success. It is
important to examine [the search engine's goal], the advertiser's, and the searcher's
goal for each search result” [
20
, p. 15]. This describes a relationship that is symbiotic,
mutually beneficial to all parties involved. In commercial endeavors, we aim for symbi-
otic marketing that aims to develop mutually beneficial relationship with the customer.
Showing relevant content is good for the customer and, consequently, good for the
advertiser and for the search engine. In fact, one can show that it can be more profitable
for the search engine to not show a nonrelevant advertisement, leaving the ad space
unoccupied, than to take the advertiser's money and show such advertisement [
21
].
Along the upper half of
Figure 2.3
, the three major participants (advertisers, search
engines, and searchers) have mutually supporting goals. The Web searcher has some
need bounded by affective, cognitive, and situational factors, which is what brings
the searcher to the search engine and motivates the searcher to submit a query.
Advertisers craft terms and search phrases (i.e., keywords) that they believe:
1. are likely to be submitted by searchers;
2. will be applicable to their Web content;
3. will link their content to the underlying intent of the searcher.
These advertisers also tailor to the presentation of the ad to conform to demograph-
ically targeted searchers, with possibly several presentation variations linked to par-
ticular sets of queries within a given advertising effort.
Potpourri
: The first Google AdWords advertisement was for
Live Mail Order
Lobsters
and was posted less than thirty minutes of the Google AdWords platform
going live in 2000 [
22
].
These listings are known as ads or sponsored results, to differentiate them from the
nonsponsored listings, (a.k.a., algorithmic or organic) on the SERP. The search engine
can also serve these sponsored results on a vast network of Web sites that are deemed
relevant to some searcher action, such as searching on one of these Web sites.
