Information Site Search Engine Advertising Effectiveness Evaluation

In recent years, with the rapid development of search engine marketing, Search engineis more and more implicated in no physical trading information website which has nophysical trading. There is increasingly urgent demand for the evaluation of search enginemarketing, especially for the evaluation of the effect of search engine advertising.Compared with the traditional media marketing model, Search engine advertising couldinput a low investment to get a high return. Therefore has a very attractive return oninvestment. While, because the domestic research for the search engine marketingperformance is still in the stage of grope, the theories of this area is not very mature andcould not to become a complete knowledge construction system, so it is hard to bring theleading function of its system into play. Enterprise that uses the search engineadvertising marketing is also not necessarily able to obtain satisfactory results. Somegets high rate of return, but some only has poor income. Thus, there has a growingdemand for the evaluation of the search engine advertising effectiveness.This paper first describes the significance of the study, then summarizes andgeneralizes both domestic and foreign research about engine advertising andforeign Research. Then propose the research’s objectives and the key issues to be solved.Next, by introducing the classification of search engine advertising, in-depthstudy of the basic theory of characteristics, as well as market situation, mainly focus onthe characteristics of the information website and establish the evaluation index system ofsearch engine advertising.Because of information website doesn’t have entity transactions, they want to beable to get more quantitative evaluation of the effectiveness of search engine advertising.So in Chapter4, we must make sure the coefficient of each index by AHP. In chapter5through the research on search engine marketing performance appraisal, we make analysisand summary of the evaluation results. At the same time reflect on the inadequacies of thisstudy, so that we can obtain an even greater lift in future studies.