Indian Institute of Information Technology,
Allahabad,
India
Research Article
Advertising through Sponsored Search and its Optimisation
Author(s): Swapnil Sharma, Somesh Srivastava and Ashutosh JoshiSwapnil Sharma, Somesh Srivastava and Ashutosh Joshi
The traditional organic searches have yielded a ranking based paid model by the publishers for better visibility of the advertiser’s offerings.Sponsored search is one such marketing technique which along with SEO (Search Engine Optimisation) that forms the umbrella concept of SEM (Search engine marketing). The paper tries to explore the current best practices that are prevailing in the marketing industry relating to this services and what are the dominant techniques to get the most out of it. For this we explore the vast area of computational advertisement to understand the techniques currently used to optimise the services for a better customer experience. Also we try to find whether the current popular techniques are the only ones that can be used for the purpose keeping in mind that most of them are focused to optimise the service to benefit the publisher earn revenues from u.. Read More»
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