Yianni Patsalos

Dr. Wolf

Computers in Society

January 31, 2006

Internet Advertising

The Article I read was Mastering Search Engine Advertising. Internet Advertising is still relatively new and is only 2-3% of total advertising. Based on that statistic, we can see that the internet does not generate as much advertising revenue compared to for example billboards or TV. The first was the banner ad. Banner ads then upgraded to interactive banner ads. Like technology, advertise on the internet was advancing. The next step was multiple interactive ads in one banner some with Point Roll technology. Point Roll activates the ad only if you moved your mouse over it. Then the infamous pop-ups then arrived. The alternative to these annoying attempts to sell products is Search-Engine advertisement. Advertisers would pay top dollar to be singled out in searches so they would appear first when people saw the results of their search. This is the hot new thing in advertising. It isn’t about them finding the consumer, it’s now about the consumer finding the product. Problems arise with this new idea. Bidding wars occur with competitors who want that number one slot. This can be detrimental to the advertiser especially with so many people searching the web. But it’s not all about the number one spot. Bidding is the business. Bidding gets you more visible to people on the net. Other challenging feats are writing enticing ad’s when people see the searched ad. Coming up with the keywords they want to use to be able to be searched is also very important. Continuous monitoring of the advertising campaign is the most important. If the clicks aren’t coming its time reassess your plan and figure out a way to get attention. The ending of the article spoke on click fraud. Search-Engine advertising is the new way to advertise but for advertisers it’s a whole new world.

Bibliography

http://www.clickz.com/experts/search/opt/article.php/3439051