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Essay / Research Paper Abstract
This 7 page paper explores pay-per-click Internet advertising, with a special emphasis on the way Google AdWords works. Bibliography lists 9 sources.
Page Count:
7 pages (~225 words per page)
File: KV32_HVadwrds.rtf
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Unformatted sample text from the term paper:
that companies need to be as close to the top of the first page of listings as possible. This paper discusses the use of AdWords to help in this effort.
Discussion People who use the Internet a lot are very savvy; they also tend to be very busy, and dont want to spend a great deal of time searching for
a product or service. Surveys have shown that people usually wont go through more than three pages of results; two thirds of them (66%) wont look beyond the first page
(Pay per click advertising - introduction, 2009). This makes it difficult for people selling goods and services to get their message out. However, there is a method for companies
to get their ads displayed prominently in search engine results, which in turn means more visits to their website. The method is pay-per-click (PPC) advertising. In addition, Google offers a
service called AdWords that enhances the PPC results. PPC works because the search engines (Google, Yahoo, Ask, Bing) allow companies to "bid" on keywords that relate back to the
companys web site (What is pay per click advertising?, 2009). A company that wants to use this service sends their websites information, "along with a list of keywords, to the
engine" (What is pay per click advertising?, 2009). They also tell the search engine how much money theyre willing to pay for each keyword (What is pay per click advertising?,
2009). When someone searches for a keyword the company paid for, that companys site will appear in the listings of the search engine (What is pay per click advertising?, 2009).
Those companies that are willing to pay more per click are listed first; those that pay less are further down the page (What is pay per click advertising?, 2009). AdWords
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