Search Support搜索支持

Recently, telecommunications regulator OfCom (a UK government organization) “proclaimed” at the end of a long最近，電信監管機構ofcom （一英國政府組織） “宣布”在結束一個長期的 PDF report PDF報告 , 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).也許，而不是天真地說了很多寶貴的免費有用的資料，向公眾是不會被視為其目標受眾，因為商業用地outrank它在搜索引擎結果頁面（ 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!一會說，這是很簡單的方式，向世界和ofcom不明白如何排序算法的網站如Google的MSN /生活和Yahoo ！ actually work.其實工作。

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.當然，幾乎所有的搜索引擎是商業實體，並有一個內置系統，讓任何一個組織或企業，以解決其排名不足支付被放置在贊助商鏈接節的serps等達到其目標受眾相當有效。

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.有一定經濟影響和潛在後果而言，政治的討論，教育問題，和社會的參與，贊助搜索，伯納德揚森說，該學院的信息科學與技術，在大學園區，賓夕法尼亞州。 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，商業模式最大的搜索引擎的依賴幾乎完全產生的收入，例如廣告和贊助搜索結果，這畢竟是另一種形式的廣告的基礎上，動態顯示的原則。

In his Editorial for a special issue of the在他的社論一個特別的問題，該 International Journal of Electronic Business國際期刊電子商業 , (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，目前在新聞）關於這一主題的贊助搜索，揚森指出，儘管其巨大的經濟影響，已很少研究，以幫助解釋這一現象，並預測其更廣泛的影響社會。 “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.” “贊助搜索是類似於一個動態形式的數據中繼標記， ”解釋揚森， “內容供應商發展活動的條款和搜索短語，他們相信有可能會提交的搜索和適用於他們的Web內容” 。

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 ).揚森突出的幾個文件，從特別的問題，包括他自己帶頭的書面文件，與同事特雷西穆倫（ 贊助搜索：概述的概念，歷史和技術 ） 。 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.在本文件中所研究員奠定基礎模型贊助搜索過程和框架，它作為一個延伸的整體信息檢索。

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!在平衡的動態分析招標在贊助搜索拍賣由yevgeniy vorobeychik的密西根大學，安娜堡和丹尼爾裡維斯的Yahoo ！ Research, in New York, focused on a more technical aspect of sponsored search.研究，在紐約，集中在一個更技術層面的贊助搜索。 It examined the auction mechanism that makes sponsored search possible and looked at incentives for advertisers.它審查了拍賣機制，使贊助搜索可能的，並期待在獎勵的廣告客戶。

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.唐特恩布爾和勞拉光明的德克薩斯大學，奧斯汀，與學術界的廣告與贊助搜索：一個探索性研究研究的有效性的Google AdWords在當地和全球一級 ，重點是其中一個最知名的贊助搜索結果的系統。 They present the results of an exploratory study that examined a sponsored search advertising campaign for a major US university’s academic department.他們目前的結果，一個探索性研究，研究贊助搜索廣告運動的一個主要的美國大學的學術部。

“This paper provides an interesting insight into the use sponsored search for a non-commercial ‘business’,” says Jansen. “這個文件提供了一個有趣的洞察到使用贊助搜索一個非商業『商貿』 ，說： ”揚森。 The goals were to increase awareness of the academic department and recruit potential graduate students.目標是提高人們對學術處及聘請的潛力研究生。 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.特恩布爾和光明觀察到一個有趣的行為模式，在信息，尋求和建議，它可能被用來選擇適當類型的贊助搜索廣告。 “The research findings showed little overlap between traditional, commerce-oriented online advertising methods and a general awareness campaign,” the researchers explain. “研究結果顯示，小傳統之間的重疊，商業為導向的在線廣告的方法和一般的認識運動， ”研究人員解釋。

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.文件航行行為，並贊助搜索廣告的尼克布魯克斯，主任搜索策略，在阿特拉斯，在格林伍德村，科羅拉多州和哈里森magun主任搜索媒體的運作，北美，為Microsoft Digital Advertising Solutions的，位於華盛頓州雷德蒙， ，他們的國家該航行使用的搜索引擎是一個獨特的行為有關的信息尋求。 “This behavior is of interest to businesses as navigational searching indicates intent on the part of the customer to visit a website,” they say. “這種行為是有興趣的企業，作為航行的搜索表明，意圖對部分客戶訪問一個網站， ”他們說。

“Given the size of the industry, we can surmise that billions of advertising dollars are being spent on navigation. “由於大小行業，我們可以推測數十億美元的廣告正在用在導航。 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.這種行為模式不適合的形象，準消費者尋找正確的供應商-雖然性能測量技術的不斷主張這一模式的行為， “布魯克斯和m agun解釋， ”妥善價值的廣告投資，我們需要能夠衡量如何在每個接觸到某一特定的媒體類型，影響到消費者的行動。 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.為了解決這些限制，技術解決方案必須提供一個檢視的歷史，用戶和媒體的互動提供了一種手段，攤派的價值理想的結果因此， “他們補充。

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. 在其他換言之，如果贊助搜索是要持續下去，作為一個在商業上可行的商業模式，然後更好的方法評估投資回報率是現在需要的。