The Resource Understanding sponsored search : core elements of keyword advertising, Jim Jansen

Understanding sponsored search : core elements of keyword advertising, Jim Jansen

Label
Understanding sponsored search : core elements of keyword advertising
Title
Understanding sponsored search
Title remainder
core elements of keyword advertising
Statement of responsibility
Jim Jansen
Creator
Subject
Language
eng
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 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"--
Assigning source
Provided by publisher
Cataloging source
DLC
http://library.link/vocab/creatorName
Jansen, Bernard J
Illustrations
illustrations
Index
index present
LC call number
HF6146.I58
LC item number
J37 2011
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Internet advertising
  • Internet searching
  • Keyword searching
  • Search engines
  • Branding (Marketing)
  • Consumer behavior
  • Online-Werbung
  • Markenpolitik
  • Online-Recherche
  • Suchmaschine
  • Verbraucherverhalten
  • Branding (Marketing)
  • Consumer behavior
  • Internet advertising
  • Internet searching
  • Keyword searching
  • Search engines
  • Online-Werbung
  • Suchmaschine
  • Informationsverhalten
  • Verbraucherverhalten
Label
Understanding sponsored search : core elements of keyword advertising, Jim Jansen
Instantiates
Publication
Bibliography note
Includes bibliographical references
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
Dimensions
24 cm.
Extent
xix, 277 p.
Isbn
9781107628366
Isbn Type
(pbk.)
Lccn
2011010612
Other physical details
ill.
System control number
  • (OCoLC)707023096
  • (OCoLC)ocn707023096
Label
Understanding sponsored search : core elements of keyword advertising, Jim Jansen
Publication
Bibliography note
Includes bibliographical references
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
Dimensions
24 cm.
Extent
xix, 277 p.
Isbn
9781107628366
Isbn Type
(pbk.)
Lccn
2011010612
Other physical details
ill.
System control number
  • (OCoLC)707023096
  • (OCoLC)ocn707023096

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