Search Advertising – The New Marketing Mantra

Search Advertising also known as Search Engine Marketing (SEM), is a totally unique medium for attracting new customers. It is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search engine advertising services, advertisements can also be placed on Web pages with other published content. It is a multi-billion dollar industry. Advertising on Google, Yahoo and MSN gives you a total reach of roughly 86.4% of all Internet users. With such a broad reach, Search Advertising is one of the most extensible forms of advertising available, with added benefits that other forms of advertising are lacking.

In Search Advertising advertisers pay the website owner for clicks on their ads. There are two major types of Search Advertising: Sponsored Search and Content Placement Targeting.

The Search Advertising reference architecture has two major components. The SEARCH ENGINE consists of an ADSERVER that provides the matching ad for the searched keyword, an INDEX SERVER that gives the search result and WEB CRAWLER. The ANALYTICS ENVIRONMENT consists of a HADOOP ENVIRONMENT that stores lead/conversion data from websites along with weblog data from the search engine. The data is processed and stored in DATAMARTS for analytical processing.










Informatica PowerCenter Big Data edition provides a strong platform for search ad analytics environment. Weblog data can be ingested into Hadoop by using HParser which makes it easy to access and parse complex, multi-structured, unstructured, and industry standards data. Data on Hadoop can be profiled through the Informatica developer tool and a browser-based analyst tool. This makes it easy to understand the data, identify data quality issues earlier, collaborate on data flow specifications, and validate mapping transformation and rules logic. With PowerCenter and PowerExchange you can access, load, replicate, transform, and extract big data between Hadoop and datamart. High performance connectivity through native APIs to source and target systems with parallel processing ensures high-speed data ingestion and extraction.

Major Key Performance Indicators (KPIs) that can be captured for analytics are Click-Through Rate (CTR), Cost Per Click (CPC), Conversion Rate (CR), Revenue Per Click (RPC), Revenue Per Impression (RPI), Revenue Per Search (RPS).

A large on-line company that specializes in delivering targeted ads personalized to a user’s browsing behavior, purchase history, and interests is harnessing massive volumes of clickstream data with Hadoop and Informatica technology to increase click through and ad revenue. Hadoop allows the company to optimize ad targeting in real time with high-performance processing of Web data generated by millions of users, and Informatica technology enriches analytic models by combining historical data from an EDW with real-time user activity data.

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