1. Market Overview Search Main Characteristics Search Particular features - International media with WorldWide footprint - Happens instantly, people searches everyday - Happens everywhere, as long as people are connected to the internet - - Mobile search traffic is booming Searches follow seasonality Advantages - Hyper targetting based on intention (keywords are typed by surfer) - Ads answers specific request declarated by the surfer - Very high ROI - You pay only for what you get (CPC model) - You can track everything - Search queries can be used as business intelligence Evolution - Search is becoming more visual - Investment of clicks is based on quality and relevancy - Search queries are becoming more and more complex 151
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