Study On The Assessment Of Effectiveness Of Search Engine Marketing In Business

The commercialization of search engine technology has made this kind of technology becoming the real media of information and advertisement, not just the tool for looking for something. At the same time, this great change also has made the study of this field move to the business world from the pure academic studying in the past, such as search engine optimization, auction tactics of search engine advertisement, definition of invalid click and video or audio search advertisement. Search engine is a special platform for advertisements, its the biggest advantage is to find the real users for a specific advertiser effectively which couldn't carried out by traditional methods. And it also can make the statistics of the reaction of advertisement of users. In a word, we think the search engine advertisement is prior to the traditional one.The main point of this paper is based on the authentic analysis of search engine users' behavior and the research of function and users of different websites. We want to put forward the theory of the assessment of the effectiveness of search engine marketing by our own rigorous detail research.After the summarizing the studying of this field from China and other countries including the research of traditional retrieval behavior, we find most of results didn't divide the users based on different behavior, or assume all search users are rational. Meanwhile, almost all research didn't divide all websites based on their different functions, industry and users. Therefore, the old search engine marketing or e-commerce strategies could not apply to these websites which have different characteristics.This paper used the authentic and experimental methods to analyse the different behavior of users and different functions of websites. In the end of this paper, I reviewed the whole studying process during the time when I writing this paper and look forward to the work in the near future.