MKT 421 Week 5 Assignment Help 3

MKT 421 Week 5 Assignment Help 3 | University Of Phoenix 

Google: An Integrated Marketing Communications Perspective

 Since 1996, Google has been a leader in paid search advertising. Google's Ad Words advertising program allows advertisers to create ad text, select target keywords, and manage their account regardless of whether the advertiser is a Fortune 500 company or a local convenience store. Google's unique ad placement bidding process allows even the smallest of advertisers to get into the online paid search advertising game with a low initial investment. Google web page visitors always know when an advertiser has paid to place an advertisement in front of them since Google never sells its placement in organic search results and always distinguishes its paid ads from its search results.

The Internet represents a relatively new medium for advertisers though it has already attracted a wide variety of industries. Online advertising is similar to print advertising in that it offers a visual message, however, it has advantages in that online advertising can also utilize audio and video capabilities. The most common forms of online advertising are paid search advertising, banner advertising, classified ads, and video. Paid search is one of the fastest growing forms of online advertising as approximately 80% of Internet traffic begins at a search engine like Google.

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