搜索引擎廣告優勢探析

文化產業管理論文編號:WHCY055 論文字數:12813,頁數:16 附任務書,開題報告,外文翻譯,文獻綜述

目  錄
引言 1
一、網絡時代的廣告和搜索引擎廣告 1
（一） 廣告和搜索引擎廣告的定義 1
1. 大眾傳播媒體廣告 2
2. 小眾傳播媒體廣告 2
3. 新興媒體廣告 2
（二） 網絡廣告與傳統廣告的對比分析 3
1. 由大眾廣告向分眾廣告的轉變 4
2. 由創意廣告向營銷廣告的轉變 4
3. 由單一形式向多元化整合的發展 5
二、搜索引擎廣告 5
（一） Google的搜索引擎廣告現狀 5
（二） 百度的搜索引擎廣告現狀 6
（三） 雅虎的搜索引擎廣告現狀 6
（四） 國內其他搜索引擎廣告發展現狀 7
1.騰訊搜搜 7
2.搜狗搜索 7
3.微軟必應 7
4.網易有道 7
三、 搜索引擎廣告的優勢 7
（一） 優勢一：受眾針對性強 7
（二） 優勢二：可準確跟蹤的廣告效果 8
（三） 優勢三：良好的投資回報率 8
（四） 優勢四：靈活多變的關鍵詞和內容 8
四、搜索引擎廣告存在的問題 9
（一） 投放的網絡廣告主主要是大型企業，排斥了中小企業。 9
（二） 搜索引擎廣告無法完全抵擋惡意點擊。 9
（三） 過分關注引擎廣告，而忽略了其它的廣告。 9
（四） 濫賣關鍵詞、廣告缺乏個性。 9
（五） 搜索引擎廣告的信任危機。 9
五、 結語 10
致 謝 11
參考文獻 12

摘要：搜索引擎廣告作為網絡廣告的一員有著巨大潛力。搜索引擎在免費提供給人們使用的同時，也成為了一個有效媒介平臺，提供給企業有針對性的推廣自己和精確地尋找目標客戶的機會。搜索引擎上的信息針對性極強，愿意搜索找到企業網站的人，往往也高質量的訪客，潛在消費者。根據調查研究顯示，搜索引擎廣告的市場規模在快速擴大并成為了企業網絡營銷的重要渠道，而搜索引擎廣告已經成為了網絡廣告中重要組成部分。在這樣的時代背景下，搜索引擎廣告作為廣告的新形式，其優勢非常明顯但是并未被廣告商們深入了解到。對搜索引擎廣告的優勢分析可以讓廣告主充分意識到搜索引擎廣告的優勢所在，有助于他們在網絡時代制定出更加有針對性更加有效的廣告策略。
 關鍵詞：搜索引擎廣告；網絡廣告；優勢分析

THE ANALYSIS OF THE ADVANTAGES OF SEARCH ENGINE ADVERTISING
 ABSTRACT: Search engine advertising has great potential as a member of online advertising. Search engines are free and it makes people to find information more convenient. Search engines is also become a platform for effective media available to promote their businesses with targeted and accurate search for opportunities to target customers. The information pertinence is very strong on search engine, the people who is willing to spent energy finds enterprise website .Sometimes the customer who is in the cards it is enterprise to have long eagerly awaited, the problem having resolved the enterprise searching target customer's, search engine advertisement marketplace scale propagates in the network rapidly, having expanded and becoming enterprise have already become the network advertisement middle important component. Under such a background characteristic of times, search engine advertisement is as a new advertisement form whose advantage is obvious but has not been known to arrive at in depth by advertisement merchant together. The advantage to search engine advertisement analyses the advantage location being able to let advertisement merchant realize search engine advertisement sufficiently , is conducive to them work out the advertisement tactics further having a pertinence to further have an effect in network times.
 Key words: Search Engine Advertising; Internet Advertising; Advantages Analyses