Answer to Question 1
e
Answer to Question 2
First, by way of number, search engine advertising (SEA) is the fastest growing form of Internet advertising. Second, Internet search engines include a variety of well-known services (e.g., Google, Yahoo, MSN, and Ask Jeeves) that people use when seeking information as they perform what can be referred to as natural searches. A third critical element of SEA is that this form of advertising attempts to place messages in front of people precisely when their natural search efforts indicate they apparently are interested in buying a particular good or service. A fourth key feature of SEA is the concept of keywords, which are specific words and short phrases that describe the nature, attributes, and benefits of a marketer's offering.
The two forms of search engine advertising available to online advertisers are: (1) keyword-matching advertising and (2) content-targeted advertising. In keyword-matching advertising, marketers can become a sponsored link to Internet shoppers' search results, and interested advertisers must bid for and purchase keywords from search engine services such as Google. The higher the advertiser's bid, the more prominent the placement of the advertiser's sponsored link. Search engine services, such as Google, also enable Internet advertisers to run ads on Web sites other than Google's own site. Advertisers specify the sites on which they want their ads to appear rather than picking keywords that are tied to Internet surfers' natural search behavior. Advertisers pay Google to run ads on selected Web sites, and then Google pays these Web sites about 80 percent of the revenue generated from advertisers.
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