Google Adwords

6 Pages Posted: 30 May 2017

See all articles by Paul Farris

Paul Farris

University of Virginia - Darden School of Business


This note introduces search engine marketing as presented by Google's popular AdWords advertising program and as monitored by Google Analytics.



Aug. 16, 2011

Google AdWords

Search Engine Marketing

For as long as the Internet has existed, the search engines that have facilitated its widespread use have sought to make a profit. Early on, sites such as Yahoo! and AOL began selling ad space alongside their search results in the form of banner ads, while Google developed its less intrusive AdWords program, which placed text-only ads next to search results. As of mid-2011, Google dominated the global search engine market with a market share of more than 80%.

Search engine marketing (SEM) allowed advertisers to cost-effectively target internet users who were searching for their product. Unlike traditional media, which charged per thousand impressions, search engines typically charged per click, so advertisers only paid when someone saw their ad and acted on it. Furthermore, SEM allowed advertisers to instantaneously change the content and budget of a campaign, eliminating the need to place ads well in advance of broadcast.

. . .

Keywords: keywords, geo-targeting, performance tracking, click-through rate, cost per click

Suggested Citation

Farris, Paul, Google Adwords. Darden Case No. UVA-M-0817, Available at SSRN:

Paul Farris (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)


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