later turned this opportunity into a formal marketing program for its entire customer base and promoted this in a July 1997 article in the now defunct 'Internet Week' magazine.
A less common type of keyword advertising hyper-links individual words within the text of a page to small pop-ups displayed by mouseover.
How Companies Use It: Keyword advertising is a huge component of digital marketing, widely adopted by both small businesses and large corporations.
These companies rely on keyword targeting to increase viewers, improve conversion rates, and stand out in competitive online marketplaces.
With billions in ad spend on these platforms, keyword advertising is a central strategy for reaching targeted audiences and driving customer engagement in today's digital landscape.
They bid on keywords such as "best running shoes," "athletic gear," or even competitor brand names to increase visibility and drive potential customers to their product pages.
For example, they bid on keywords like "vacation rentals in New York" or "beachfront homes in Florida" to target people planning trips and looking for specific types of stays.
This lack of guidance, however, may be partially due to the fact that the majority of keyword advertising cases are settled out of court and do not proceed to trial.
In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its search advertising trademark enforcement practices have unreasonably restrained competition in violation of the FTC Act.