An Investigation into Search Engines as a form of Targeted Advert Delivery.
Weideman, M. & Haig-Smith, T.
Proceedings of the Annual Conference of The South African Institute of Computer Scientists and Information Technologists (SAICSIT). Port Elizabeth, South Africa. 16-18 September. p258.
Weideman, M. & Haig-Smith, T. 2002. An Investigation into Search Engines as a form of Targeted Advert Delivery. Proceedings of the Annual Conference of The South African Institute of Computer Scientists and Information Technologists (SAICSIT). Port Elizabeth, South Africa. 16-18 September. p258. ISBN 1-58113-596-3.
This paper is an investigation into Keyword Targeted Marketing as provided by most search engines. Issues that are discussed include the reasons for using this form of advertising, the media used in the advert presentation, the various levels of accuracy in matching keywords to banner advertisements, the metrics used to evaluate performance and challenges that have been discovered in its implementation. A company that wants to increase its exposure to potential clients via search engine usage, may do so by 'buying' certain keywords which describe their business. Usage of any of these keywords by a potential client of this search engine will result in a pop-up advertisement on the user's screen. Marketing and advertising on Internet websites have entered an exiting new era with many possibilities to be explored. However, some less invasive measures to explore these possibilities might have to be found.
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