Information Technology

Paper Summary:

The paper compares the purpose statements of two peer-reviewed articles on the topic of sponsored versus non-sponsored links in search engines: "The Comparative Effectiveness of Sponsored and Non sponsored Links for Web E-commerce Queries " by Jansen and "Leveraging Search Marketing" by the Marketing Leadership Council. The paper states that the first of the two articles is based on quantitative analysis of whether a paid search which includes Google Adwords versus Search Engine Optimization (SEO) is more effective, and the second presents a qualitatively-based analysis. The paper comments that the research completed by Jansen delivers a well organized and methodical analysis of how sponsored versus non-sponsored varies in terms of achieving a higher level of click-through rate by origination point of link. The paper concludes that the combined effects of these two studies shows that while there are variations in the effectiveness of sponsored versus non-sponsored research, there are significant benefits to be gained from the development of SEM strategies when measured on the accumulated impact on taxonomy entries for each of the three dominant search engines, which is the best measure of long-term, effectiveness.

Outline:
Executive Summary
Comparing and Contrasting Problem and Purpose Statements
Designs of the Research Projects
Comparing Research Problems and Hypotheses
Comparing Literature Reviews
Comparing Theoretical Frameworks
Summary and Conclusions

From the Paper:

"Of the two articles, the theoretical framework from (Jansen 2007) is by far more robust and thorough as it includes a series of cause-and-effect relationships that are in turn quantified through multiple iterations of the research methodology. (Jansen 2007) also includes a series of approaches to expediting both sponsored and non-sponsored entries into each search engines' taxonomies for quicker analysis. The researchers have also created a methodology to test and verify through multiple iterations of search terms to verify that both sponsored and non-sponsored research is used the majority of the time for product searches, where content and title of the data matter more than perception of trust online. This is a point each article supports as well."

Sample of Sources Used:

• Jansen (2007). The Comparative Effectiveness of Sponsored and Nonsponsored Links for Web E-commerce Queries. ACM Transactions on the Web. Vol. 1. No. 1. Article 3. May, 2007. Pages 1 - 25.
• Marketing Leadership Council (2006). Leveraging Search Marketing. Marketing Leadership Council. 2006 Corporate Executive Board. May, 2006. Pages 1 - 20.

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