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2023 | OriginalPaper | Chapter

10. Search Engine Advertising (SEA)

Author : Dirk Lewandowski

Published in: Understanding Search Engines

Publisher: Springer International Publishing

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Abstract

This chapter describes in detail the advertising that is displayed in search engines. On the one hand, the ads shown on the result pages will be considered a type of search results, and on the other hand, the extent to which users can distinguish these ads from the actual search results will be addressed. As with search engine optimization, search engine advertising is a way to influence users in their knowledge acquisition processes. Therefore, this chapter focuses on how advertisements are generated, how their relevance is determined, and how users who may not distinguish ads from organic results might be influenced by certain content.

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previous chapter Search Engine Optimization (SEO)

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Title: Search Engine Advertising (SEA)
Author: Dirk Lewandowski
Publisher: Springer International Publishing
Book: Understanding Search Engines
Print ISBN: 978-3-031-22788-2

Electronic ISBN: 978-3-031-22789-9

Copyright Year: 2023
DOI: https://doi.org/10.1007/978-3-031-22789-9_10

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