A pilot study on PPC schemes and their effect on search engine revenue.

Neethling, R. & Weideman M.

Poster in Proceedings of the Annual Conference of the South African Institute of Computer Scientists and Information Technologists (SAICSIT). 20-22 September. White River, South Africa.

Neethling, R. & Weideman M. 2005. A pilot study on PPC schemes and their effect on search engine revenue. Poster in Proceedings of the Annual Conference of the South African Institute of Computer Scientists and Information Technologists (SAICSIT). 20-22 September. White River, South Africa. Online:http://web-visibility.co.za/website-visibility-digital-library-seo/

ABSTRACT
PURPOSE
To assess the popularity and problems associated with pay-per-click (PPC) schemes. Is there a link between income generated via PPC to the offering of free Internet searching? A paid placement service is also called pay-for-placement (PFP) or pay-per-click (PPC). It is used to describe a number of overlapping practices, but in essence means linking individual web sites to specific keywords for payment.

RESEARCH PROBLEM
Negative perception around payment to better the ranking of a website, regardless of its contents. No empirical evidence to clarify - no guidance regarding available schemes.

LITERATURE SUMMARY
Google indexes up to 8.1 billion webpages This is not more that 16% of all the webpages on the Internet The service provided by search engines to users is priceless Search engines generate approximately 80% of web traffic

BENEFITS
PPC enhances the relevance of results for commercial queries by the user Sites that have deep content, not normally accessed by crawlers, can now enjoy Exposure Sites with often-changing pages (eg CNN, WeatherSA) are revised on a regular basis, providing the user with the most up to date information

CONCLUSION
Recent survey indicates that three quarters of all advertisers do participate in PPC 83% of participating advertisers plan on increasing their spending on PPC 62% of participants where happy with their PPC program. It was concluded that users should be aware that most search results are influenced by PPC in some way or another. This however is not necessarily a negative element, as PPC can have a positive impact on search results. Most importantly, PPC provide search engines with the revenue to supply users with a free search service.
REFERENCES
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  3. MOXLEY, D., BLAKE, T. AND MAZE, S. 2004. Web search engine advertising practices and their effect on library services. The Bottom Line: Managing Library Finances 17(2), 61-65.
  4. SULLIVAN, D. 2005. SearchEngineWatch. http://searchenginewatch.com/webmasters/article.php/2167941.
  5. WEIDEMAN, M. 2004. Ethical issues on content distribution to digital consumers via paid placement as opposed to website visibility in search engine results. In Proceedings of the 7th International Conference, ETHICOMP 2004, Syros, Greece, April 2004, University of the Aegean, Eds. T.W. Bynum, N Pouloudi, S. Rogerson, T Spyrou, 904 -915.
Full text of Conference Poster No 0172: A pilot study on PPC schemes and their effect on search engine revenue.

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