Advertisers have a lot of options when it comes to creating targeted display advertising campaigns. From making use of existing tools like the Google Display Network, to doing your own targeted ad buys, learn how you can integrate display advertising into your online marketing mix while maximizing budget and ROI.
Web Search is constantly evolving. First generation search analyzed words on the page to rank content, second generation search tapped into link analysis and today search is becoming more personalized and specialized. By combining horizontal search, where the user searches a wide spectrum of material, and vertical search, where the user searches only through one topic area, the search engines are blending listings from their news, video, images, maps and other databases together onto one page. Google’s new Universal Search unifies all these different offerings by including links, where appropriate, to the standard Web results. All those listings, which were previously available only through the One Box displays and weren’t utilized by most users, limiting the scope of their results, are presented now on one page. The move ensures that the users receive all relevant content, by expanding the number of databases they are searching behind the scenes.