Annotated+Bibliography

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Article Source: [] ======

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Article Author: Bernd Skiera a,*, Jochen Eckert b , Oliver Hinz c  ======

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In today's online marketing, search engine marketing is extremely popular to online advertising. Many advertising agencies claim that employing hundreds or thousands of keywords drives the success of search engine marketing. This article suggests otherwise and demonstrates that the use of the top 100 keywords is enough to contribute to a significant success of search engine marketing. Online advertisers use the strategy of “long tail” advertising. This technique requires the use of numerous keywords to successfully run search engine marketing campaigns. Skiera, Eckert & Hinz doubt the success of long tail advertising and run an empirical study, which challenges this strategy and further predicts the success of short tail strategies. The results of their study show the use of a few keywords is sufficient in capturing vast majority of searches. This finding implies that the top 100 keywords are adequate enough to generate the same about of success that long tail techniques produce. In its conclusion, the article indentifies that small increases in the number of clicks and searches are seen when the number of keywords exceed 100. Additionally, the article concludes in outlining the importance of replacing the top 100 keywords since their performance changes over time. Thus, advertisers need to constantly analyze which of the keywords perform successfully to further analyze the success of their search engine marketing campaigns. ======