Search Engines

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Optimization of pay-per-click and landing page

1. Abstract

As Internet is getting more and more popular, designing a top quality web site with good ranking in a search engine is becoming important in internet marketing. In this paper I discussed about Search Engines, how Search Engines are ranking websites, what are sponsored links in search engines, how to optimize pay-per-click, how to optimize landing page, which algorithms involved in optimization of pay-per-click and landing page. As search engine optimization is cheaper than paid placements and companies prefer search engine optimization than paid placements in this paper I stressed more on search engine optimization than paid per placement. As part of practical work I designed a fully optimized website and documented that website. I also implemented some of the algorithms in my website.

2. Introduction

No other technology revolutionized the world better than internet. Even though this concept of internet came to exist in 1962, until 1989 this internet didn't get any support (Lei, 2009). In 1989 Tim-Berners-Lee proposed World Wide Web. By this WWW internet concept became more and more popular (Lan 2008).

In 1989 World Wide Web became the death and birth of the information age. At the time of this World Wide Web invention searching a document was a nightmare. The web is dynamic, huge, hyper-linked, self-organized. This web is becoming more and more popular. In 1998 Web had around 26 million pages. By 2000 it reached one billion. Because of the search engines link analysis model search engines became efficient and searchers are getting relevant pages in their searches. Because of these advantages the number of pages increases to around 10 billion pages by 2004. Google reported that it indexed around one trillion web pages in July, 2008 (goo, 2008), (Lan, 2008).

With the increase of number of pages on the web, getting relevant page in a query based search is getting more and more important issue. Beginning time searches had done through sorting out the topics on Yahoo. In response it returned thousands of results. By clicking on each and every result user had to check which the relevant page was. These all changed in 1998 when linked analysis was entered into the information retrieval system. Most search engines implemented this linked analysis and helped users to get the relevant information.(Lan, 2008)

(Lan, 2008) declared that as of June 2000 there were 3,500 search engines exist. Currently there are only few number of search engines are popular. As there are billions of web pages in web, indexing each and every page, maintaining that data, and retrieving pages as per the user query is very expensive for those search engines. To be in the information retrieval industry they need to get their profit in some other ways. Search engine marketing is one of the best ways to get revenue.

3. Previous work

Mah, 2007 proposed a pay-per-action model for the problems in pay-per-click and pay-per-impression models. Even pay-per-action is not the ideal solution as an alternative for pay-per-click or pay-per-impression. There are some difficulties in pay-per-action. He also proposed some solution for those difficulties and mentioned some future work regarding this pay-per-action.

4. Search Engine Optimization

Search Engine Optimization (SEO) can be defined as the tailoring a website or optimization of a website for some specific phrases or keywords to improve organic ranking in search engines.

5. Pay-per-click

Systems like Google, Bing, Yahoo and more providing free services to the masses. They are very expensive to maintain. There comes this pay-per-click advertising model. Pay-per-Click is one of the famous online advertising models (Imm, 2005). Search engines are drawing most of their revenue through pay-per-click (Mur, 2007).

As there are many types in pay-per click advertising models, contextual advertising and sponsored search advertising are most popular advertising models. The main difference between sponsored search advertising and contextual advertising is that in sponsored search advertising, search engines present sponsored links with search results in response to user query. But in contextual advertising user may watch the advertisement without even visiting search engine(Mur, 2007).

There are six basic steps to make note in sponsored search advertising (Fai, 2006).

* Advertiser provides annotated hyperlinks with description, title, and keyword tags.

* Advertiser bids for particular keyword or specified concept.

* An automated and manual review will be done to ensure that the content of advertiser is relevant to the specified target keyword.

* Have to match the content of advertisement with the user's query.

* Display the content of advertiser along with organic results based on ranking.

* Have to monitor the consumer clicks and charge the corresponding advertiser.

That means sponsored search advertising is going to happen with three key players, namely: search engine, advertiser and user. Where as in content match or contextual advertising there are total four key players, namely: publisher, advertiser, ad network and user.

In contextual advertising we have to make note about four points. They are

* Publisher maintains the advertisements in his web page by always making sure about the quality of the content in his webpage and developing good user experience.

* The advertisements come from advertisers. Traditional advertisements are mainly for the promotion of the products. Now these advertisements are using for sales generation and brand awareness.

* Ad network acts as a mediator between publisher and advertiser. Ad network has a share in the revenue.

* User who comes to the publisher web page and click on the advertisement and checks the advertiser's webpage.

(Bro, 2007)

In sponsored search advertisement keywords are depend upon the users query. There is no hassle for the user to look at the organic listings which are near by the sponsored search advertisements. This sponsored search advertising is considered as better option than banner ads and pop-ups. In sponsored advertising, sponsored results come with the user's query which is relevant to that query. As traditional advertising, banner ads, pop-ups are not relevant to the user. With this sponsored search mass advertising changed to targeted advertising. We can simply say that with Sponsored search mass advertising changed to targeted advertising (Gho, 2008).

5.1 How this pay-per-click works in different Search Engines

However, because most click-through programs pay only for ‘unique' referrals, i.e., click-throughs from users with different IP addresses, multiple click-throughs where the user is at the same site are counted as only one click-through for payment purposes. On the side we remark that counting unique IP addresses is becoming increasingly ineffective, as more user requests are directed through proxy servers either due to the default configuration of the user's ISP (e.g., 99% of AOL subscribers) or to enhance user privacy 7.)

5.2 Necessity of Optimizing pay-per-click

Search engines can only view limited number of ads for each query (EDE, 2007).

6. Landing Page / Destination page

7. Pay-per-click fraud

8. Algorithms to overcome pay-per-click fraud

9. Practical part

10. Conclusion

11. Annotated Bibliography

1. Immorlica, N., K. Jain, et al. (2005). "Click fraud resistant methods for learning click-through rates." Lecture Notes In Computer Science 3828: 34-45.

2. Goodman, J. (2005). Pay-per-percentage of impressions: an advertising method that is highly robust to fraud, Citeseer.

3. Edelman, B., M. Ostrovsky, et al. (2007). "Internet advertising and the generalized second-price auction: Selling billions of dollars worth of keywords." American Economic Review 97(1): 242-259.

4. Leiner, B., V. Cerf, et al. (2009). "A brief history of the Internet." ACM SIGCOMM Computer Communication Review 39(5): 22-31.

This paper discussed on the history of the internet from 1962. It clearly explained the way this idea of internet came into exist and how much work had been done in to popularize this idea of internet. It also discussed the future difficulties in managing this internet.

5. Joachims, T. (2002). Optimizing search engines using clickthrough data, ACM New York, NY, USA.

This paper discussed about the optimisation of search engines using click through data. It discussed an algorithm that shows the relevant and high ranking pages first with less cost. It raised lot of important questions in optimizing a website.

6. Gofman, A. (2007). "Consumer Driven Multivariate Landing Page Optimization: Overview, Issues, and Outlook." The IPSI BgD Transactions on Internet Research 3(2): 7-9.

7. Clay, B. (2009). "Search Engine Relationship Chart." Retrieved 09 March, 2010, from http://www.bruceclay.com/searchenginerelationshipchart.htm.

8. Langville, A., C. Meyer, et al. (2008). "Google's PageRank and beyond: the science of search engine rankings." The Mathematical Intelligencer 30(1): 68-69.

9. Google (2008). "We knew the web was big." Retrieved 11, March, 2010, from http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html.

10. Murdock, V., M. Ciaramita, et al. (2007). A noisy-channel approach to contextual advertising, ACM.

11. Fain, D. and J. Pedersen (2006). "Sponsored search: A brief history." BULLETIN-AMERICAN SOCIETY FOR INFORMATION SCIENCE AND TECHNOLOGY 32(2): 12.

This paper presented brief history of sponsored search. It also described the working of sponsored search, which is the presentation of advertisements in response to a user query.

12. Broder, A., M. Fontoura, et al. (2007). A semantic approach to contextual advertising, ACM.

This paper presented the difficulties in contextual advertising and highlighted some solutions for those difficulties. For these solutions the authors choose the combination of syntactic and semantic features.

13. Mahdian, M. and K. Tomak (2007). Towards a pay-per-action model in sponsored search. Proceedings of the ninth international conference on Electronic commerce. Minneapolis, MN, USA, ACM: 87-88.

This paper presented a new model called pay-per-action. It highlighted the difficulties in pay-per-impression and pay-per-click. The author presumed that this pay-per-action is a good remedy for the problems in pay-per-click and pay-per-impression.ads

14. Abhishek, V. and K. Hosanagar (2007). Keyword generation for search engine advertising using semantic similarity between terms, ACM.

This paper presented the keyword generation technique. The author illustrated clearly about the problems in creating keywords and solutions for those problems.

15. Ghose, A. and S. Yang (2008). Comparing performance metrics in organic search with sponsored search advertising, ACM New York, NY, USA.

This paper presented the comparison of organic search and sponsored search advertising. This paper clearly illustrated how to find out the best keywords for search engine advertising.

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