GOOGLE廣告形態(tài)探析

文化產(chǎn)業(yè)管理論文編號:WHCY046 論文字?jǐn)?shù):10218,頁數(shù):12 附任務(wù)書,開題報告,外文翻譯,文獻(xiàn)綜述

 目  錄
一、 網(wǎng)絡(luò)廣告和搜索引擎廣告的起源、比較和界定。 1
（一） 網(wǎng)絡(luò)廣告 1
（二） 搜索引擎廣告 1
二、Google公司現(xiàn)狀掃描 1
三、Google廣告形態(tài)分析 2
（一） Google廣告模式概述 2
1. Google AdWords 2
2. Google AdSense 2
（二） Google形態(tài)的優(yōu)勢與劣勢 3
1. Google AdWords 3
2. Google AdSense 5
四、Google在中國市場的策略研究 6
1. 排名因素 6
2. 內(nèi)容廣告 6
3. 投放區(qū)域 6
4. 時間設(shè)置 7
5. 關(guān)鍵詞 7
6. 出價策略 7
7. 統(tǒng)計(jì)分析 7
五、結(jié)語 8
致 謝 9
參考文獻(xiàn) 10

摘要：隨著網(wǎng)絡(luò)技術(shù)的發(fā)展，搜索引擎廣告成為了網(wǎng)絡(luò)廣告中的主力軍。正是Google的精準(zhǔn)搜索技術(shù)促進(jìn)了互聯(lián)網(wǎng)搜索引擎的發(fā)展，使得基于搜索引擎的廣告擁有強(qiáng)大的針對正。Google在美國搜索引擎市場現(xiàn)處于領(lǐng)導(dǎo)者地位，廣告業(yè)務(wù)是其主要贏利點(diǎn)。Google對于搜索引擎廣告的形態(tài)一直在不斷發(fā)展創(chuàng)新，通過AdWords平臺完善了關(guān)鍵詞廣告；也推出了AdSense平臺，使得搜索引擎可以直接推出內(nèi)容廣告，豐富了搜索引擎廣告的形態(tài)。Google的廣告業(yè)務(wù)較為廣泛，只有通過合理運(yùn)用，才能現(xiàn)實(shí)企業(yè)的既定營銷目標(biāo)。這些策略包括排名因素、內(nèi)容網(wǎng)絡(luò)、投放區(qū)域、時間設(shè)置、關(guān)鍵詞、出價策略和統(tǒng)計(jì)分析。通過對這七種策略的運(yùn)用，可以對Google廣告形態(tài)及其效能有更為客觀的認(rèn)知和運(yùn)用。
 關(guān)鍵詞：廣告形態(tài)；GOOGLE；內(nèi)容廣告；搜索引擎廣告
 
STUDY ON THE TYPES OF GOOGLE’S ADVERTISEMENT
 ABSTRACT: With the development of network technology, search engine advertising has become a major force in online advertising. It is precisely Google's search technology for the development of the Internet search engine, making search-based advertising has a powerful engine for positive. Google in the U.S. search engine market is in a leadership position, advertising is the main profit point. Google for search engine advertising has been the development of innovative forms, AdWords platform through improved Keywords advertising; also launched AdSense platform to enable content search engines can direct introduction of ad-rich search engine advertising forms. Google's advertising business is more widespread, only through the rational use, to the reality of enterprises established marketing objectives. These strategies include the ranking factors, the content network, running regional time settings, keywords, bidding strategies and statistical analysis. Through the use of these seven strategies can form on the Google ads and the effectiveness of a more objective understanding and application.
 Key words: Advertising Form; Google; Content Advertisement; Search Engine Advertising