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Opinion Article Open Access

A Strategic Analysis of Search Engine Advertising in Web based-commerce

Abstract

Endeavor of this paper is to explore the role play of Search Engine in Online Business Industry. This paper discusses the Search Engine advertising programs and provides an insight about the revenue generated online via Search Engine. It explores the growth of Online Business Industry in India and emphasis on the role of Search Engine as the major advertising vehicle. A case study on revolution of Indian Advertising Industry has been conducted and its impact on online revenue evaluated. Search Engine advertising strategies have been discussed in detail and the impact of Search Engine on Indian Advertising Industry has been analyzed. It also provides an analytical and competitive study of online advertising strategies with traditional advertising tools to evaluate their efficiencies against important advertising parameters. The paper concludes with a brief discussion on the malpractices that have adversarial impact on the efficiency of the Search Engine advertising model and highlight key hurdle Search Engine Industry is facing in Indian Business Scenario.

Ela Kumar, Shruti Kohli

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