簡介：Search engine marketing -> Pay-Per-Click -> Google AdWords

今天上課時針對 Google 關鍵字廣告的介紹。

~ Search engine marketing

• history
  • 1996:Open Text
  • 1998: GoTo.com
  • 2000: Google AdWords
  • 2001: GoTo.com -> Overture
  • 2003: Yahoo! Overture
  • The term "Search Engine Marketing" was proposed by Danny Sullivan in 2001
• market

  • ~ The North American SEM industry grew to $12.2 billion in 2007, a 30% increase over 2006 spending of $9.4 billion.
    

    The largest SEM vendors are Google AdWords, Yahoo! Search Marketing and Microsoft adCenter.

    ~ Google's revenues by revenue source, 2007
    

    • Google web sites - 10,624.7M
    • Google Network web sites - 5,787.9M
• methods
  • ~ Paid inclusion
    

    • Paid inclusion products are provided by most search engine companies, the most notable exception being Google.

      The fee structure is both a filter against superfluous submissions and a revenue generator.

      Some detractors of paid inclusion allege that it causes searches to return results based more on the economic standing of the interests of a web site, and less on the relevancy of that site to end-users.

  • ~ Search engine optimization
    
    • ~ The Ultimate SEO Checklist
      
    • ~ Google Webmaster Tools
      
    • ~ http://www.ic.tku.edu.tw/
      
  • ~ Pay-Per-Click advertisements (PPC)
    
    • Google
      • ~ AdWords
        
        • ~ Advertising Policies
          
        • lawsuits
          • trademark
            • ~ Google plans trademark gambit
              
            • ~ TRADEMARK COMPLAINT FORM
              
          • ~ Click fraud
            
            • ~ The Lane's Gifts v. Google Report
              
            • ~ Google settles advertising suit for $90 million
              
            • ~ Google: invalid clicks
              
        • critics
          • ~ The Google AdWords Happening
            
      • ~ AdSense
        
        • advertising  network
        • ~ ad format
          
        • ~ public service ad