The article show’s problem of attracting customers, relevant for almost any type of business. Proposed using of modern Internet technologies - context advertising in search engines. This technology is interesting acquisition rate of return and the relatively inexpensive cost of use.

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

In this paper we study the impact of search engine optimization (SEO) on the competition between advertisers for organic and sponsored search results. We find that a positive level of search engine optimization may improve the search engine’s ranking quality and thus the satisfaction of its...

Symmetric Nash equilibrium is a well-known refinement of Nash equilibrium in the study of bidding behavior of online advertisers on the sponsored search advertising marketplace. This solution concept, however, has major limitations. It allows for over-bidding and has uncompelling upper bounds....

It has been argued that internet search is a two-sided process where consumer and advertiser demand form a feedback loop, an effect that has contributed to high concentration in newspapers, yellow pages and the magazine industries. This paper employs a simultaneous equations model to test for a...

Search engines enable advertisers to target consumers based on the query they have entered. In a framework in which consumers search sequentially after having entered a query, I show that targeting reduces search costs, improves matches and intensifies price competition. However, a...

Social media is currently an evolving “wave” in online business marketing. Marketers are beginning to drive the use of social media as a component in their marketing strategy and campaigns to reach out to customers and fans. Within the subdisciplines of marketing that may use social media...

Models of distance education have evolved over decades, just in time to collide with modern pedagogies in which communication, interaction, student engagement, and active learning are of critical importance. The social media technologies encompass a wide variety of Web-based technologies such as...

Media firms sometimes allow consumers to pay to remove advertisements from an advertisement-based product. We formally examine an ad-based monopolist s incentives to introduce this option. When deciding whether to introduce the option to pay, the monopolist compares the potential direct revenues...

The paper examined the possibility of an extension of Bedny's perspective of 'activity' theory as a framework for the elaboration of new online promotion channels, such as the search engines. This conceptualization was approached as a framework for Search Engine Optimization (SEO) contextual...