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)
| 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. (Contact us about this Publication) | |
| Official URL http://dx.doi.org/10.1016/j.bushor.2006.09.003 |
Abstract
Search engines are key to the operation of the World Wide Web. This
revenue generation when users expect free content, while advertisers need to
challenges is the use of text advertisements based upon search topic, known as paid
bidding in ongoing auctions and then paying when users click on their advertisements,
introduction in 1998, paid search has become the dominant form of online advertising
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: | 06 Feb 2020 04:00 UTC |
| Resource URI: | https://kar.kent.ac.uk/id/eprint/3140 (The current URI for this page, for reference purposes) |
| Laffey, Des: |  https://orcid.org/0000-0001-5502-0250 |
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