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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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4 Search Engine Advertising

Extract

İbrahim Sabuncu

4   Search Engine Advertising

Introduction

Search engine advertising is the type of advertising with the highest amount of expenditure among the types of digital advertising (Yang et al., 2019). The expenditures made for digital advertising in the US are now beyond the TV advertising and constitute the biggest share within the total advertising expenditures. In 2017, TV advertising expenditures declined by 2.6 % compared to the previous year while digital ad expenses increased by 21.4 % and accounted for 34.6 % of total advertising expenditures in the US with $ 88 billion. 46 % of the digital advertising expenditures were spent on search ad, 31 % on banner ads, 14 % on video, and 9 % on other ad types. The rate of social media in which these advertising types are published is only 25.2 % (PricewaterhouseCoopers LLP, 2018). The search ad expressed in these statistics will be explained under the topic of search ad while the banner ads will be explained in the contextual advertising part.

Search engine marketing which emerged with the use of search engines in the field of marketing and advertising denotes the utilization of search engines in order to create a brand value and to protect this value. Search engine advertising implies the use of search engines to make online direct sales to customers and to ensure brand awareness (Laudon & Traver, 2017).

At times when the Internet was not widespread, a consumer would...

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