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Understanding sponsored search : core elements of keyword advertising

Author: Bernard J Jansen
Publisher: Cambridge ; New York : Cambridge University Press, ©2011.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Bernard J Jansen
ISBN: 9781107011977 1107011973 9781107628366 1107628369
OCLC Number: 707023096
Description: xix, 277 pages : illustrations ; 24 cm
Contents: 1. A context for sponsored search --
2. Modeling the process of sponsored search --
3. Understanding the potential customers' intent for keyword selection --
4. Sending signals to the potential customer with ads --
5. Understanding consumer behavior for sponsored search --
6. BAM: branding advertising and marketing for sponsored search --
7. Sponsored search analytics --
8. The serious game of bidding on keywords --
9. Bringing it all together in a framework of sponsored search --
10. The future of sponsored search.
Responsibility: Jim Jansen.
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Abstract:

This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search.  Read more...

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'With Understanding Sponsored Search, Jansen has delivered an insightful and well-researched exploration of fundamental search advertising principles that bridges the gap between academic study and Read more...

 
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