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Understanding sponsored search : core elements of keyword advertising /

"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 cert...

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Main Author: Jansen, Bernard J.
Format: Book
Language: English
Published: Cambridge ; New York : Cambridge University Press, 2011
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LEADER 02192cam a22003614a 4500
001 1335858
005 20111101111443.0
008 111022s2011 enka b 001 0 eng
010 |a  2011010612 
035 |a (OCoLC)ocn707023096 
040 |a DLC  |b eng  |c DLC  |d YDX  |d UKMGB  |d YDXCP  |d MIX  |d CDX  |d IG# 
020 |a 9781107011977 
020 |a 1107011973 
020 |a 9781107628366 (pbk.) 
020 |a 1107628369 (pbk.) 
035 |a (OCoLC)707023096 
050 0 0 |a HF6146.I58  |b J37 2011 
049 |a PVUM 
100 1 |a Jansen, Bernard J. 
245 1 0 |a Understanding sponsored search :  |b core elements of keyword advertising /  |c Jim Jansen. 
260 |a Cambridge ;  |a New York :  |b Cambridge University Press,  |c c2011. 
300 |a xix, 277 p. :  |b ill.  |c 24 cm. 
504 |a Includes bibliographical references. 
520 |a "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 phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing, and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations, and with enough detail to lead the interested reader to further inquiry"--  |c Provided by publisher. 
590 |a November11mkt 
650 0 |a Internet advertising. 
650 0 |a Internet searching. 
650 0 |a Keyword searching. 
650 0 |a Search engines. 
650 0 |a Branding (Marketing) 
650 0 |a Consumer behavior. 
994 |a 92  |b PVU 
852 0 |b MAIN  |h HF6146.I58  |i J37 2011