Abstract
Sponsored search is a large and growing advertising channel for online retailers. Although advertisers appreciate that search engines can serve ads triggered by particular search terms that only need to be paid for when the ad delivers a potential customer, we suspect that many advertisers are not capturing all the benefits of paid search because they do not have a clear picture of what they are trying to accomplish. In order to help advertisers improve their search spend, we provide an overview of Google's adWords, which is the dominant paid search program, and describe the fundamental metrics of paid search and their relationships with one another. We identify three different goals an advertiser might have for a particular keyword: traffic growth, profit and a hybrid approach we term self-funding. Finally, we provide recommendations for how to treat some broad categories of keywords.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
