A pilot study on PPC schemes and their effect on search engine
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/
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.
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.
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
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
Sites with often-changing pages (eg CNN, WeatherSA) are revised on a regular basis,
providing the user with the most up to date information
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.
- BTLOOKSMART. 2001. The great search engine debate.
- LAWRENCE, S. AND GILES, C.L. 1999. Accessibility of information on the web.
Nature 400, 107-109.
- 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.
- SULLIVAN, D. 2005. SearchEngineWatch.
- 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.