GOOGLE广告形态探析

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 摘要：随着网络技术的发展，搜索引擎广告成为了网络广告中的主力军。正是Google的精准搜索技术促进了互联网搜索引擎的发展，使得基于搜索引擎的广告拥有强大的针对正。Google在美国搜索引擎市场现处于领导者地位，广告业务是其主要赢利点。Google对于搜索引擎广告的形态一直在不断发展创新，通过AdWords平台完善了关键词广告；也推出了AdSense平台，使得搜索引擎可以直接推出内容广告，丰富了搜索引擎广告的形态。Google的广告业务较为广泛，只有通过合理运用，才能现实企业的既定营销目标。这些策略包括排名因素、内容网络、投放区域、时间设置、关键词、出价策略和统计分析。通过对这七种策略的运用，可以对Google广告形态及其效能有更为客观的认知和运用。
 关键词：广告形态；GOOGLE；内容广告；搜索引擎广告
 
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
目  录
一、 网络广告和搜索引擎广告的起源、比较和界定。 1
（一） 网络广告 1
（二） 搜索引擎广告 1
二、Google公司现状扫描 1
三、Google广告形态分析 2
（一） Google广告模式概述 2
1. Google AdWords 2
2. Google AdSense 2
（二） Google形态的优势与劣势 3
1. Google AdWords 3
2. Google AdSense 5
四、Google在中国市场的策略研究 6
1. 排名因素 6
2. 内容广告 6
3. 投放区域 6
4. 时间设置 7
5. 关键词 7
6. 出价策略 7
7. 统计分析 7
五、结语 8
致 谢 9
参考文献 10

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