Keyword-Advertising

Keyword advertising is a form of internet advertising that displays the advertising on the web pages depending on the individual key words ( keywords).

Keyword advertising is the main means of financing the Google search engine (Google AdWords, Google Adsense ), other providers are Yahoo and Microsoft.

Offer form

Unlike the booking of advertising banners keyword advertising is created by providers as lot of business which is optimized for low processing fee back. Therefore, the connection is made directly by the advertiser via the direct access to online management tools. The booking and billing models of keyword advertising are different from the usual advertising banners process. So the ads are usually not under visual contacts ( " ad impressions " ) basis ( " thousand contact price "), but actually verfolgtem per link ( " Cost per Click ").

In keyword advertising are text, image, flash and video ads are available, where for the viewfinder display on results pages only text ads are so far possible.

Practice problems

As with any cost-per- click- based billing form requires keyword advertising special precautions. Must be prevented to an injury to the advertisers by intentionally abusive clicks in great numbers, for example by competitors. Secondly, the text ads are imported from the search engine providers on the Web sites of third parties that are involved in advertising revenue and could thus increase their revenues through targeted clicks. Both should be addressed by a software based analysis and correction of the payroll data.

For the advertisers keyword advertising because of the continued optimization needs means high maintenance effort. So it must be ensured by selecting keywords formulation of the text display and ongoing monitoring of visitor structure obtained show that the rate of misguided visitors is minimized. Simultaneously, the placement of ads within rank must be regularly reviewed and adjusted to the current price level.

Legally, the keyword advertising dispute, whether the trademarks or company names may be used by competitors as keywords. Here, no single jurisdiction has prevailed. To bring about a European-wide legal clarification, the Austrian Supreme Court referred the case " BergSpechte " the European Court of Justice (ECJ ) for a preliminary decision ( Supreme Court May 20, 2008, file number 17 Whether 3/08b ). Bananabay - Similarly, the German Federal Court file number I ZR 125/ 07 decided on the trademark law in a decision dated January 22, 2009. When using corporate ID (BGH, judgment of January 22, 2009, I ZR30/07 - Beta Layout) and descriptive terms (BGH, judgment of January 22, 2009, I ZR 139/ 07 - pcb ) denies the Federal a infringement if the display the foreign protected mark is not repeated.