Search engines are the key to the functioning of the World Wide Web. It is central, however, presents a problem: the search engine providers face the challenge of revenue when users expect free content, while advertisers need to attract the attention of researchers. Innovation that effectively solves these problems is to use text ads based on search topics, known as paid search. The method involves advertisers competing for first place in the catalog by auction in the current auction and then pay when users click on your ads, paid search making flexible and accountable form of advertising. Since its introduction in 1998, paid search has become the dominant form of online advertising has led to a $ 140 billion market capitalization of Google in 2006. Analyzes the emergence of paid search and the mechanics of its operation, and provides managers with recommendations for effective use. "Hide
by Des Laffey, Kent D. Seltman Source: Business Horizons 8 pages. Publication Date: May 15, 2007. Prod. #: BH231-PDF-ENG
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