The Components and Impact of Sponsored Search

Bernard J. Jansen, Theresa B. Flaherty, Ricardo Baeza-Yates, Lee Hunter, Brendan Kitts, Jamie Murphy
2009 Computer  
ccording to marketresea rch f irm IDC, Inter net ma rket ing is projected to grow 15-20 percent through 2011, with sponsored search advertising the dominant model (www.idc.com/getdoc. jsp?containerId=prUS21304208). In sponsored search-also known as paid search, keyword advertising, pay-per-click (PPC) advertising, and search advertising-advertisers pay search engines for traffic from the search engine to their websites via link-based ads that search engines display in response to user queries.
more » ... nlike many online advertising models that preschedule online ads such as banners, buttons, and skyscrapers on select webpages and charge based on the number of ads served, sponsored search dynamically places small ads based on keywords that reflect user interests and charges based on user clicks. For example, a sponsored-search ad or link in response to the query "Florida golfing," in which "golf" is the keyword, might be:
doi:10.1109/mc.2009.164 fatcat:zohivpn5w5cwfpxdfgm6mfjsf4