Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver

marketing messages to attract customers. Examples of online advertising include contextual ads
on search engine results pages, banner ads, Rich Media Ads, Social network advertising,
interstitial ads, online classified advertising, advertising networks and e-mail marketing,
including e-mail spam.
The internet has become an ongoing emerging source that tends to expand more and more. The
growth of this particular media attracts the attention of advertisers as a more productive source to
bring in consumer. A clear advantage a consumer has with online advertisement is that he or she
has control over the item, choosing whether to check it out or not.[1] Online advertisements also
can offer various forms of animation. In its most common use, the term online advertising
comprises all sorts of banner advertisement, e-mail advertising, in game advertising, and
keyword advertising, on platforms such as Facebook, Twitter, or Myspace has received increased
relevance. Web-87related advertising has a variety of sites to publicize and reach a niche
audience to focus its attention to a specific group. Research has proven that online advertising
has given results and is a growing business revenue.[2] For the year 2012, Jupiter research
predicted $34.5 billion in US online advertising spending.

Search engine optimization (SEO) is the process of improving the visibility of a website or a
web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search
results. In general, the earlier (or higher on the page), and more frequently a site appears in the
search results list, the more visitors it will receive from the search engine's users. SEO may
target different kinds of search, including image search, local search, video search, academic
search,
[1]
news search and industry-specific vertical search engines.
As an Internet marketing strategy, SEO considers how search engines work, what people search
for, the actual search terms typed into search engines and which search engines are preferred by
their targeted audience. Optimizing a website may involve editing its content and HTML and
associated coding to both increase its relevance to specific keywords and to remove barriers to
the indexing activities of search engines. Promoting a site to increase the number of backlinks, or
inbound links, is another SEO tactic.
The acronym "SEOs" can refer to "search engine optimizers," a term adopted by an industry of
consultants who carry out optimization projects on behalf of clients, and by employees who
perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone
service or as a part of a broader marketing campaign. Because effective SEO may require
changes to the HTML source code of a site and site content, SEO tactics may be incorporated
into website development and design. The term "search engine friendly" may be used to describe
website designs, menus, content management systems, images, videos, shopping carts, and other
elements that have been optimized for the purpose of search engine exposure.


Another class of techniques, known as black hat SEO, search engine poisoning, or spamdexing,
uses methods such as link farms, keyword stuffing and article spinning that degrade both the
relevance of search results and the quality of user-experience with search engines. Search
engines look for sites that employ these techniques in order to remove them from their indices.



Google Trends is a public web facility of Google Inc., based on Google Search, that shows how
often a particular search-term is entered relative to the total search-volume across various regions
of the world, and in various languages. The horizontal axis of the main graph represents time
(starting from some time in 2004), and the vertical is how often a term is searched for relative to
the total number of searches, globally.
[1]
Below the main graph, popularity is broken down by
region, city and language. It is possible to refine the main graph by region and time period. On
August 5, 2008, Google launched Google Insights for Search, a more sophisticated and advanced
service displaying search trends data.
Contents
[hide]
1 Background
2 Google Hot Trends
3 Google Trends for Websites
4 Google Trends API
5 Implications of Data
6 See also
7 Notes
8 External links
[edit] Background
Google Trends also allows the user to compare the volume of searches between two or more
terms. An additional feature of Google Trends is in its ability to show news related to the search-
term overlaid on the chart, showing how new events affect search popularity.
Originally, Google neglected updating Google Trends on a regular basis. In March 2007, internet
bloggers noticed that Google had not added new data since November 2006, and Trends was
updated within a week. Google did not update Trends from March until July 30, and only after it
was blogged about, again.
[2]
Google now claims to be "updating the information provided by
Google Trends daily; Hot Trends is updated hourly."
On August 6, 2008, Google launched a free service called Insights for Search. Insights for Search
is an extension of Google Trends and although the tool is meant for marketers, it can be utilized
by any user. The tool allows for the tracking of various words and phrases that are typed into
Googles search-box. The tracking device provided a more-indepth analysis of results. It also has
the ability to categorize and organize the data, with special attention given to the breakdown of
information by geographical areas.
[3]

Evidence is provided by Jeremy Ginsberg et al. that Google Trends data can be used to track
influenza-like illness in a population.
[4]
Because the relative frequency of certain queries is
highly correlated with the percentage of physician visits in which a patient presents with
influenza-like symptoms, an estimate of weekly influenza activity can be reported. Furthermore,
it was shown by Tobias Preis et al. that there is a correlation between Google Trends data of
company names and transaction volumes of the corresponding stocks on a weekly time scale.
[5][6]

[edit] Google Hot Trends
Google Hot Trends is an addition to Google Trends which displays the top 20 hot, i.e., fastest
rising, searches (search-terms) of the past hour in the United States. This is for searches that have
recently experienced a sudden surge in popularity.
[7]
For each of the search-terms, it provides a
24-hour search-volume graph as well as blog, news and web search results. Hot Trends has a
history feature for those wishing to browse past hot searches. Hot Trends can be installed as an
iGoogle Gadget. Hot Trends is also available as an hourly Atom web feed.
[edit] Google Trends for Websites
Since 2008 there has been a sub-section of Google Trends which analyses traffic for websites,
rather than traffic for search terms. This is a similar service to that provided by Alexa Internet.
[edit] Google Trends API
An API to accompany the Google Trends service was announced by Marissa Mayer, vice
president of search-products at Google. This was announced in 2007, and so far has not been
released.
[8]

A few unofficial Google Trends API tools have been released, along with a wiki detailing them
and simple access to Google Trends data.
[edit] Implications of Data
A group of researchers at Wellesley College examined data from Google Trends and analyzed
how effective a tool it could be in predicting U.S. Congressional elections in 2008 and 2010. In
highly contested races where data for both candidates were available, the data successfully
predicted the outcome in 33.3% of cases in 2008 and 39% in 2010. The authors conclude that,
compared to the traditional methods of election forecasting, incumbency and New York Times
polls, and even in comparison with random chance, Google Trends did not prove to be a good
predictor of either the 2008 or 2010 elections.
[9]

Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display advertising
can appear on the same page as, or on the page adjacent to, general editorial content. In contrast,
classified advertising generally appears in a distinct section, was traditionally text-only, and was
available in a limited selection of typefaces.
Display advertisements are not required to contain images, audio, or video: Textual
advertisements are also used where text may be more appropriate or more effective. An example
of textual advertisements is commercial messages sent to mobile device users, emails, etc.
One common form of display advertising involves billboards.
[edit] On the Internet
See also: Web banner and Cost per impression.
Display advertising also appears on the Internet, as a form of internet marketing. Display
advertising appears on web pages in many forms, including web banners. These banners can
consist of static or animated images, as well as interactive media that may include audio and
video elements. Adobe Systems Flash or .gif are the preferred presentation formats for such
interactive advertisements. The Interactive Advertising Bureau, an industry trade group, sets
some standards for online shapes and sizes. Yahoo currently has the largest share of the U.S.
market in online display advertising.
[1]
As of February 28th, 2011 display advertising is a $17
billion business globally.
[2]

Display advertising on the Internet is widely used for branding. This is why metrics like
interaction time are becoming more relevant. However, this may change in the future as display
advertising is becoming much more targeted to users, much like how search engine ads can be
extremely relevant users based on what they are searching for. Display advertisers use cookie
and browser history to determine demographics and interests of users and target appropriate ads
to those browsers.
Banner ad standards have changed over the years to larger sizes, in part due to increased
resolution of standard monitors and browsers, in part to provide advertisers with more impact for
their investment. The standards continue to evolve. Posters, fliers, transit cards, tents, scale
models are examples of display advertising.
Banner ads can be targeted to internet browsers in many different ways in order to reach the
advertiser's most relevant audience. Behavioral retargeting, demographic targeting, geographic
targeting, and site based targeting are all common ways in which advertisers choose to target
their banner ads.