Search Support搜索支持

Recently, telecommunications regulator OfCom (a UK government organization) “proclaimed” at the end of a long最近，电信监管机构ofcom （一英国政府组织） “宣布”在结束一个长期的 PDF report PDF报告 , perhaps rather naively that a lot of invaluable free information useful to the public is not being seen by its target audience because commercial sites outrank it in the search engine results pages (SERPs).也许，而不是天真地说了很多宝贵的免费有用的资料，向公众是不会被视为其目标受众，因为商业用地outrank它在搜索引擎结果页面（ serps ） 。 One might say this is simply the way of the world and that OfCom fails to understand how the ranking algorithms of sites such as Google, MSN/Live and Yahoo!一会说，这是很简单的方式，向世界和ofcom不明白如何排序算法的网站如Google的MSN /生活和Yahoo ！ actually work.其实工作。

Of course, almost all search engines are commercial entities and have an inbuilt system that allows any organization or company to address its ranking deficiencies by paying to be placed in the sponsored links section of the SERPs and so reach its target audience quite effectively.当然，几乎所有的搜索引擎是商业实体，并有一个内置系统，让任何一个组织或企业，以解决其排名不足支付被放置在赞助商链接节的serps等达到其目标受众相当有效。

There are certainly economic ramifications and potential consequences in terms of political discussions, educational issues, and social participation of sponsored search, says Bernard Jansen of the College of Information Science and Technology, at University Park, Pennsylvania.有一定经济影响和潜在后果而言，政治的讨论，教育问题，和社会的参与，赞助搜索，伯纳德扬森说，该学院的信息科学与技术，在大学园区，宾夕法尼亚州。 Moreover, the business models of the biggest of the search engines relies almost entirely on revenues generated by advertising and such sponsored search results, which are after all another form of advertising based on a dynamic display principle.此外，商业模式最大的搜索引擎的依赖几乎完全产生的收入，例如广告和赞助搜索结果，这毕竟是另一种形式的广告的基础上，动态显示的原则。

In his Editorial for a special issue of the在他的社论一个特别的问题，该 International Journal of Electronic Business国际期刊电子商业 , (2008, Vol 6, Issue 2, currently in press) on the subject of sponsored search, Jansen points out that despite its enormous economic impact, there has been very little research undertaken to help explain the phenomenon and to predict its wider effects on society. ， （ 2008年， 6卷，第2期，目前在新闻）关于这一主题的赞助搜索，扬森指出，尽管其巨大的经济影响，已很少研究，以帮助解释这一现象，并预测其更广泛的影响社会。 “Sponsored search is analogous to a dynamic form of data meta-tagging,” explains Jansen, “Content providers develop campaigns of terms and search phrases that they believe are likely to be submitted by searchers and applicable to their web content.” “赞助搜索是类似于一个动态形式的数据中继标记， ”解释扬森， “内容供应商发展活动的条款和搜索短语，他们相信有可能会提交的搜索和适用于他们的Web内容” 。

Jansen highlights several papers from the special issue, including his own lead paper written with colleague Tracy Mullen ( Sponsored search: an overview of the concept, history, and technology ).扬森突出的几个文件，从特别的问题，包括他自己带头的书面文件，与同事特雷西穆伦（ 赞助搜索：概述的概念，历史和技术 ） 。 In this paper the researcher lay the foundations for a model of the sponsored search process and frame it as an extension of overall information searching.在本文件中所研究员奠定基础模型赞助搜索过程和框架，它作为一个延伸的整体信息检索。

In Equilibrium analysis of dynamic bidding in sponsored search auctions by Yevgeniy Vorobeychik of the University of Michigan, Ann Arbor and Daniel Reeves of Yahoo!在平衡的动态分析招标在赞助搜索拍卖由yevgeniy vorobeychik的密西根大学，安娜堡和丹尼尔里维斯的Yahoo ！ Research, in New York, focused on a more technical aspect of sponsored search.研究，在纽约，集中在一个更技术层面的赞助搜索。 It examined the auction mechanism that makes sponsored search possible and looked at incentives for advertisers.它审查了拍卖机制，使赞助搜索可能的，并期待在奖励的广告客户。

Don Turnbull and Laura Bright of the University of Texas, Austin, with Advertising academia with sponsored search: an exploratory study examining the effectiveness of Google AdWords at the local and global level , focus on one of the most well-known sponsored search results systems.唐特恩布尔和劳拉光明的德克萨斯大学，奥斯汀，与学术界的广告与赞助搜索：一个探索性研究研究的有效性的Google AdWords在当地和全球一级 ，重点是其中一个最知名的赞助搜索结果的系统。 They present the results of an exploratory study that examined a sponsored search advertising campaign for a major US university’s academic department.他们目前的结果，一个探索性研究，研究赞助搜索广告运动的一个主要的美国大学的学术部。

“This paper provides an interesting insight into the use sponsored search for a non-commercial ‘business’,” says Jansen. “这个文件提供了一个有趣的洞察到使用赞助搜索一个非商业『商贸』 ，说： ”扬森。 The goals were to increase awareness of the academic department and recruit potential graduate students.目标是提高人们对学术处及聘请的潜力研究生。 Turnbull and Bright observed an interesting behavioral model in information seeking and suggest that it might be used to select appropriate types of sponsored search advertisements.特恩布尔和光明观察到一个有趣的行为模式，在信息，寻求和建议，它可能被用来选择适当类型的赞助搜索广告。 “The research findings showed little overlap between traditional, commerce-oriented online advertising methods and a general awareness campaign,” the researchers explain. “研究结果显示，小传统之间的重叠，商业为导向的在线广告的方法和一般的认识运动， ”研究人员解释。

The paper Navigational behavior and sponsored search advertising by Nico Brooks, Director of Search Strategy, at Atlas, in Greenwood Village, Colorado and Harrison Magun Director of Search Media Operations, North America, for Microsoft Digital Advertising Solutions, in Redmond, Washington, they state that the navigational use of search engines is a distinct behavior related to information seeking.文件航行行为，并赞助搜索广告的尼克布鲁克斯，主任搜索策略，在阿特拉斯，在格林伍德村，科罗拉多州和哈里森magun主任搜索媒体的运作，北美，为Microsoft Digital Advertising Solutions的，位于华盛顿州雷德蒙， ，他们的国家该航行使用的搜索引擎是一个独特的行为有关的信息寻求。 “This behavior is of interest to businesses as navigational searching indicates intent on the part of the customer to visit a website,” they say. “这种行为是有兴趣的企业，作为航行的搜索表明，意图对部分客户访问一个网站， ”他们说。

“Given the size of the industry, we can surmise that billions of advertising dollars are being spent on navigation. “由于大小行业，我们可以推测数十亿美元的广告正在用在导航。 This behavior pattern does not fit the image of a prospective consumer searching for the right vendor – though performance measurement technology continues to favor this model of behavior,” Brooks and Magun explain, “To properly value advertising investments, we need to be able to measure how each exposure to a particular media type influences a consumer’s actions.这种行为模式不适合的形象，准消费者寻找正确的供应商-虽然性能测量技术的不断主张这一模式的行为， “布鲁克斯和m agun解释， ”妥善价值的广告投资，我们需要能够衡量如何在每个接触到某一特定的媒体类型，影响到消费者的行动。 To address these limitations, technology solutions must provide a view into the history of user-media interactions and provide a means to apportion the value of desired outcomes accordingly,” they add.为了解决这些限制，技术解决方案必须提供一个检视的历史，用户和媒体的互动提供了一种手段，摊派的价值理想的结果因此， “他们补充。

In other words, if sponsored search is to be sustained as a commercially viable business model then better methods of evaluating the return on investment are now needed. 在其他换言之，如果赞助搜索是要持续下去，作为一个在商业上可行的商业模式，然后更好的方法评估投资回报率是现在需要的。