Paid search: The innovation that changed the Web

Laffey, Des (2007) Paid search: The innovation that changed the Web. Business Horizons, 50 (3). pp. 211-218. ISSN 0007-6813. (doi:10.1016/j.bushor.2006.09.003) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

Abstract

Search engines are key to the operation of the World Wide Web. This centrality, however, presents challenges: search engine providers face the problem of revenue generation when users expect free content, while advertisers need to attract the interest of searchers. The innovation that effectively addresses these challenges is the use of text advertisements based upon search topic, known as paid search. The method entails advertisers competing for top listing position through bidding in ongoing auctions and then paying when users click on their advertisements, making paid search a flexible and accountable form of advertising. Since its introduction in 1998, paid search has become the dominant form of online advertising and led to Google's $140 billion market capitalization in 2006. This article analyzes the emergence of paid search and the mechanics of its operation, and offers managers guidance on its effective usage.

Item Type:	Article
DOI/Identification number:	10.1016/j.bushor.2006.09.003
Uncontrolled keywords:	Paid search; Online advertising; Search engines
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management Q Science > QA Mathematics (inc Computing science) > QA 75 Electronic computers. Computer science
Divisions:	Faculties > Social Sciences > Kent Business School
Depositing User:	Suzanne Duffy
Date Deposited:	14 May 2008 07:12 UTC
Last Modified:	28 May 2019 13:38 UTC
Resource URI:	https://kar.kent.ac.uk/id/eprint/3140 (The current URI for this page, for reference purposes)