E-commerce 2013, 9/e by Laudon

Author:Laudon
Language: eng
Format: mobi
Publisher: Prentice Hall
Published: 2012-11-14T14:00:00+00:00

M a r k e t i n g C o m m u n i c a t i o n s

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FIGURE 7.3

SEARCH ENGINE ADVERTISING, 2004–2016

Search engine advertising has grown to about 50% of all online advertising. However, its growth rate has

slowed somewhat.

SOURCES: Based on data from eMarketer, Inc., 2012a.

for inclusion in the search engine index, pay for keywords to show up in search results,

or pay for keywords to show up in other vendors ads.

Most search engines offer paid inclusion (also called sponsored link) programs

paid inclusion

which, for a fee, guarantee a Web site’s inclusion in its list of search results, more

for a fee, guarantees a Web

frequent visits by its Web crawler, and suggestions for improving the results of organic

site’s inclusion in its list of

searching. Search engines claim that these payments—costing some merchants hun-

sites, more frequent visits

dreds of thousands a year—do not influence the organic ranking of a Web site in search

by its Web crawler, and

suggestions for improving

results, just inclusion in the results. However, it is the case that page inclusion ads get

the results of organic

more hits, and the rank of the page appreciates, causing the organic search algorithm

searching

to rank it higher in the organic results.

Google claims it does not permit firms to pay for their rank in the organic results,

although it does allocate two to three sponsored links at the very top of their pages,

albeit labeling them as “Sponsored Links.” Merchants who refuse to pay for inclusion

or for keywords typically fall far down on the list of results, and off the first page of

results, which is akin to commercial death.

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