Search Engine Advertising - Essay Example

? Advertisement Number: Lecturer: Question one Intermittent advertising should be applied in our advertising. This is because of the fact that we will have to satisfy the clients that we have before getting other clients. It is important that an e-commerce site satisfies the clients that they have before getting new ones. It is important to understand the needs of the new clients before getting new ones whose needs we are not aware. This way, we will be able to have high rating from the clients. Jupiter communications consumer survey data observes that 81 % of people who are regular internet users locate websites through the use of search engines. The article further indicates that 54% of online shoppers who are experienced in shopping through the internet mainly rely on search engines when locating for a product to purchase on the internet (McCoy et al. 2007). IMT strategies further assert that online search engines have provided more awareness for websites than other advertisement platforms such as television, radio or newspapers. 80 % of online search program users locate whatever they are looking for as soon as the third page. Sale leads which are made from main phrases and words searches are always the best qualified and also they have the highest buying probability. Regular search engine advertising is therefore fundamental in increasing a company’s chases of improving sales of products and services considering the importance of search engines to internet users. Any successive online advertising campaign must begin with firm search engine advertising. Companies must take note that online search engines have much strength such as both national and international potential customers can be reached and the cost of advertising is very cheap when compared to traditional advertising (McCoy et al. 2007). Majority of people normally chose the internet as their option number one when looking for local businesses especially in the developed economies. If you go to yahoo search engine and key in Pizza, all the restaurants that sell pizza will be displayed for you in seconds. It is worth noting that there is no offline medium that provides this kind of power. Search engine advertising can open opportunities for companies in the international platform without discrimination. This is fundamental especially for upcoming companies that want to grow business at a faster rate. Written language is a powerful tool for expressing ideas and feelings when used correctly and to the right audience. Ambiguity of spoken word is one of the reasons behind the development of text theory. The main aim of text theory is to engrave systems of unambiguous rules which put across the association between connotation and text in various languages. Text theory therefore seeks to ensure that written word is free of ambiguity and well understood by the audience. Online advertising relies majorly on the written word. It is therefore important to ensure that these advertisements are rational especially to the persons who will be privileged to read them. Companies should therefore take keen interest on the text that conveys advertisement message on the internet (Hollis 2005). Question two Affiliate programs refers to planning between an online merchant website and associate web sites that enables the later to accept traffic from the merchant web sites for a fee. Links are normally posted by the associate websites and payments are made depending on agreed terms and conditions. In most cases the contract is based on factors such as the number of persons the associate web site transfers to the merchant site. Other agreements may involve payments depending on the number of persons that pay a visit to the web page that has the merchant website advertisement poster. Ideally, when a hyperlink on an associate website earns the merchant site finance or popularity, it is the duty of the merchant site to make payments to the associate site as pertains to the contract (Evans 2009). Three parties are in most cases involved in an associate program deal. These parties include; the customer, the associate site and the merchant site. The customer is one of the fundamental players since her participation creates a beneficial relationship between the affiliate program and the merchant program (Gldfarb 2011). Payment plans concerning affiliate programs are of three types in most cases. These types are; pay per sale, pay per click and pay per lead. The pay per sale plan involves the merchant site paying an associate program when the associate program sends a customer to the merchant site to buy an item or service. The pay per click mode of payment involves the merchant site making payments to the affiliate or associate program depending on the number of persons who click on the hyperlink in order to access to the merchant website. It is important to note that purchases must not necessarily be made in order for payments to be made. Finally pay per lead involves payments made based on the number of persons affiliate programs refer and they sign up as leads. The signing process involves persons filling wanted information at the merchant website that can be used by the merchant site as a sales directed to another company. Booksamillion.com is an affiliate program that is both free and open to any website that wants to advertise its products or services. If for example a customer uses this associate program to buy anything within a period of thirty days, your website earns a commission of up to 5% on the purchase. Booksamillion.com is an ideal platform for an organization’s electronic commerce business (Gldfarb 2011). The strengths associate programs have when compared to traditional advertisements such as radios or TV is that when it comes to affiliate programs, the online merchant makes payments to its affiliate when it achieves a desired goal. In traditional advertising on the other hand, the advertiser spends finances on advertisements without probability of outcomes. If an advertisement generates more money to the company than the expenditure on that particular advertisement, then the advertisement becomes a success to the company. On the other hand, if the company generates less money than what was used for advertising then losses are incurred, a scenario that is unlikely when advertising using affiliate programs. This makes affiliate programs to be considered among effective methods of advertising goods or services. It is on this strength that I recommend use of associate programs for my group electronic commerce business. Written text is the vehicle online advertisements use in order to convey their message to clients. Ambiguity is always characterized by language. This is one of the concerns that lead to the invention of the text theory. It is therefore fundamental for companies to ensure that their websites are free of ambiguity that may lead to loss of revenue (Evans 2009). References Evans, D 2009, 'The Online Advertising Industry: Economics, Evolution, and Privacy', Journal of Economic Perspectives, Forthcoming, vol 34, no. 2, pp. 56-67. Gldfarb, A 2011, 'Privacy Regulation and Online Advertising', A Journal of Institute for Operations Research and the Management Sciences, vol 57, no. 1, pp. 57-71. Hollis, N 2005, 'Ten years of learning on how online advertising builds brands', Journal of Advertising Research, vol 45, no. 02, pp. 255-268. McCoy, S, Everard, A, Polak, P & Galletta, D 2007, 'The effects of online advertising', Communications of the ACM - Emergency response information systems: emerging trends and technologies, vol 50, no. 3, pp. 84-88. Read More