The Study Of Business Strategy Of Search Engine Advertisement

At the end of the 20th century, accompanying with the rapid development and popularization of the internet technique , the web page information increase quickly, and the Search Engine is bound to be born .It has been nine years since the first generation Lycos appeared, which developed on the basis of the www Search Engine. In order to integrate information resources and change the information product to information property, the advertisement earnings mode of the search engine has being formed gradually and grown quickly also.After " the attention economy" and " the eyeball economy" appear , the search engine represents of another a kind of virtual economic appearance——" the search engine economy" come into people's eyes. Comparing with the wide target customer of traditional television and newspaper advertisement, the search engine will lock the rambling target customer firmly by the key words, so as to solve the big problem lasting hundreds of years that the marketing and advertising face, and then become the mirror of the technique changing business mode.In the beginning of this article, it introduces 3 kinds of mature advertisements earnings modes that the search engine owns, including the competitory price to rank, ranking fixedly and the IE address column searching advertisement. Under the conditional support of the search engine technique, the paying advertisement has its own communication characteristic and development path .Although the foreground seems good now, the obstacle is as well existed to some different degree. For promoting the continuous development of this the search engine economy ,it has been suggested to promote the applied layer of the paying advertisement, construct or purchase in many ways on competition system and practice more transparently, reasonably on the ad agent and mature market .