Greetings IMC fans:
I have never really pondered the topic, but it makes sense that search engine companies like Google and Yahoo would make a profit through advertising for numerous companies — namely, through paid advertisements and paid inclusion tactics. Moreover, when nearly 15% of search engine queries are commercial in nature and approximately 33% are shopping related, why wouldn’t marketers work with search engine companies and take advantage of these opportunities? However, are the processes transparent to the common Web user?
Please refer to the snapshots below demonstrating search results for a solar shower from Google and Dogpile, respectively. The search results for Google are clearly delineated by shading, location, and labeling.
Conversely, other search engine sites such as Dogpile integrate paid placement results directly with legitimate results as demonstrated below. The resorts in paid advertisements being placed at the top of the results list page.
The Federal Trade Commission (FTC) maintains some cognizance over search engine companies, so there is some fidelity in the process. The FTC has further directed that paid placements should be clearly and conspicuously distinguished from actual or legitimate search results. As an alternative, a Web user may always decide to use another search engine if the incorporation of paid programs for placement and inclusion is particularly offensive. Certainly, sifting through search results can be very frustrating and time consuming for anyone, but especially from a professional perspective with regard to the costly allocation of human resources.
Respectfully,
Chris
buzzsiekman 
January 31st, 2011 at 18:24
In true fashion for my generation – I’m one of those “I want it now!” type of people. I agree with you that it is frustrating and too time consuming to have to sort through paid advertisements in order to get to the search results that best pertain to what I am looking for. I think it is great that the FTC directs that these paid ads need to be clearly distinguished; however, I feel that some view that as a guideline, rather than a rule. Are you aware of any punishment or fines handed down from the FTC to people that disobey their direction? Google is my go to search engine 99.9% of the time, and it seems like they are pretty fair with their ad postings. As your screen shot shows, they are usually at the top or along the side, and are labeled “Ads.” Although they are clearly present, I don’t feel that they interfere with my search to find the real information I am after.
Shelly
February 1st, 2011 at 22:17
Shelly:
Thank you very much for the visit and comments! I share your sentiments exactly and also utilitze Google 99.9% of the time!
I am currently unaware of penalties enforced by the FTC regarding violations of these operating guidelines. That said, I’ll see what I can discover and work this aspect into Part II.
Thank you, again!
Respectfully,
Chris