Abstract:

The innovation of Search Engine Advertising (SEA) has become the prominent source of revenue for search engine companies as well as an effective method for businesses to promote their visibility on the Web. However, it is a complex and dynamic form of advertising and managing it effectively is difficult for businesses. Consequently, SEA does not necessarily end up with success for all business. Previous researchers have addressed some valuable points for improving the success of businesses in this field and have come up with good suggestions. However, as SEA is a new phenomenon and its literature has not settled down, these works are somehow dispersed and have not been yet integrated. Thus, in this study, first a comprehensive literature review has been conducted to provide a clear understanding on current state of knowledge in SEA area and identify those of works that are related to SEA success. These works then have been analysed and integrated which has ended up with a set of factors that influence the success of businesses in search engine advertising.