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  3. Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according

Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according

admin2022-07-19  124
问题     Internet advertising is booming. The industry has gone from $9.6 billion in revenue in 2001 to $27 billion this year, according to Piper Jaffray, an investment bank. And it is still early days. The internet accounts for only 5％ of total spending on advertising, but that figure is expected to reach at least 20％ in the next few years. The single largest category within this flourishing industry, accounting for nearly half of all spending, is "pay-per-click" advertising, which is used by firms both large and small to promote their wares.
    The benefits of the pay-per-click approach over traditional advertising (television, radio, print and billboards) are obvious. Since advertisers pay only to reach the small subset who actually respond to an advertisement, the quality of the leads generated is very high, and advertisers are prepared to pay accordingly. The price per click varies from $0.10 to as much as $30, depending on the keyword, though the average is around $0.50. Google made most of its $6.1 billion in revenue last year from pay-per-click advertising.
    But as pay-per-click advertising has grown into a huge industry, concern has mounted over so-called "click fraud"—bogus clicks that do not come from genuinely interested customers. It takes two main forms. If you click repeatedly on the advertisements on your own website, or get other people or machines to do so on your behalf, you can generate a stream of bogus commissions. Click fraud can also be used by one company against another: clicking on a rival firm’s advertisements can saddle it with a huge bill. Bogus clicks are thought to account for around 10％ of all click traffic, though nobody knows for sure.
    A few months ago Mr. Gross pioneered an alternative to the pay-per-click model. In February Snap, a search engine backed by Mr Gross, launched "pay-per-action" (PPA), a new model in which advertisers pay only if a click on an ad is followed by an action such as a purchase or a download.
    Might this put an end to click fraud? Don’t bet on it, says Mike Zeman at Starcom, an advertising agency. Pay-per-action will be a niche, he predicts, since converting a click into an action depends on a variety of factors such as the ease of use of the advertiser’s website. Google and its peers will be reluctant to be so dependent on factors outside their control. But he thinks pay-per-action could become a real alternative to pay-per-click. As bigger companies spend more on internet advertising, they will demand more accountability and a wider range of options, he says. At the very least, that means clamping down on click fraud; but it also presents an opportunity for entrepreneurs to invent new models that are less vulnerable to abuse.
The price per click depends on the keyword, because________.
选项 A、the keyword will attract consumers to visit the advertiser’s website
B、the keyword relates to the commission
C、the keyword will reflect the consumers’ hobbies
D、the keyword is the main part of the product
答案A
解析 本题关键词是price和keyword。问题是：每次点击的价格取决于“关键词”的原因是什么?可以定位到第二段。根据第二段，点击价格取决于关键词，消费者点击了广告，说明他们有较强的购买意向，所以广告商愿意付费(prepared to pay)，这样网站就会有佣金收入，而关键词是吸引消费者 (attract customers)的好方式，所以选项A与原文含义一致，也符合常识：点击广告自然就会跳出广告商的网站，因此是正确选项。选项B中的commission(佣金)在第三段出现，第三段说的是“点击欺诈”行为：反复点击网站中的广告，来赚取源源不断的佣金，它和点击价格无关，所以选项B属于答非所问。关键词确实可以反映消费者的喜好，但每个消费者都有不同的喜好，各种类型的关键词都可以搜索出来，所以消费者的喜好和每次点击的价格并没有直接关系，因此选项C属于无中生有。选项D虽然符合常识，但这个和每次点击的价格并没有什么关系，所以选项D属于答非所问。第二段：“点击付费”广告针对性强，发展势头猛。
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