搜索引擎广告优势探析

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摘要：搜索引擎广告作为网络广告的一员有着巨大潜力。搜索引擎在免费提供给人们使用的同时，也成为了一个有效媒介平台，提供给企业有针对性的推广自己和精确地寻找目标客户的机会。搜索引擎上的信息针对性极强，愿意搜索找到企业网站的人，往往也高质量的访客，潜在消费者。根据调查研究显示，搜索引擎广告的市场规模在快速扩大并成为了企业网络营销的重要渠道，而搜索引擎广告已经成为了网络广告中重要组成部分。在这样的时代背景下，搜索引擎广告作为广告的新形式，其优势非常明显但是并未被广告商们深入了解到。对搜索引擎广告的优势分析可以让广告主充分意识到搜索引擎广告的优势所在，有助于他们在网络时代制定出更加有针对性更加有效的广告策略。
 关键词：搜索引擎广告；网络广告；优势分析

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

目  录
引言 1
一、网络时代的广告和搜索引擎广告 1
（一） 广告和搜索引擎广告的定义 1
1. 大众传播媒体广告 2
2. 小众传播媒体广告 2
3. 新兴媒体广告 2
（二） 网络广告与传统广告的对比分析 3
1. 由大众广告向分众广告的转变 4
2. 由创意广告向营销广告的转变 4
3. 由单一形式向多元化整合的发展 5
二、搜索引擎广告 5
（一） Google的搜索引擎广告现状 5
（二） 百度的搜索引擎广告现状 6
（三） 雅虎的搜索引擎广告现状 6
（四） 国内其他搜索引擎广告发展现状 7
1.腾讯搜搜 7
2.搜狗搜索 7
3.微软必应 7
4.网易有道 7
三、 搜索引擎广告的优势 7
（一） 优势一：受众针对性强 7
（二） 优势二：可准确跟踪的广告效果 8
（三） 优势三：良好的投资回报率 8
（四） 优势四：灵活多变的关键词和内容 8
四、搜索引擎广告存在的问题 9
（一） 投放的网络广告主主要是大型企业，排斥了中小企业。 9
（二） 搜索引擎广告无法完全抵挡恶意点击。 9
（三） 过分关注引擎广告，而忽略了其它的广告。 9
（四） 滥卖关键词、广告缺乏个性。 9
（五） 搜索引擎广告的信任危机。 9
五、 结语 10
致 谢 11
参考文献 12

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