Understanding sponsored search: core elements of keyword advertising
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Cambridge [u.a.]
Cambridge Univ. Press
2011
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references |
| Physical Description: | XIX, 277 S. Ill |
| ISBN: | 9781107628366 9781107011977 |
Staff View
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Record in the Search Index
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| adam_text | Titel: Understanding sponsored search
Autor: Jansen, Jim
Jahr: 2011
Contents
Preface page vii
Acknowledgments xiii
Notes on Terminology xvii
1 A Context for Sponsored Search..................................1
2 Modeling the Process of Sponsored Search..........................9
3 Understanding Customer Intent for Keyphrase Selection............31
4 Sending Signals to the Customer with Ads.........................61
5 Understanding Consumer Behavior for Sponsored Search...........85
6 BAM!: Branding, Advertising, and Marketing for Sponsored
Search......................................................Ill
7 Sponsored-Search Analytics....................................149
8 The Serious Game of Bidding on Keywords.......................177
9 Bringing It All Together in a Framework of Sponsored Search.......203
10 The Future of Sponsored Search................................217
Glossary 229
Index 273
|
| any_adam_object | 1 |
| author | Jansen, Jim |
| author_facet | Jansen, Jim |
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| dewey-full | 659.14/4 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.14/4 |
| dewey-search | 659.14/4 |
| dewey-sort | 3659.14 14 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| spelling | Jansen, Jim Verfasser aut Understanding sponsored search core elements of keyword advertising Jim Jansen Cambridge [u.a.] Cambridge Univ. Press 2011 XIX, 277 S. Ill txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Suchmaschine (DE-588)4423007-2 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf Informationsverhalten (DE-588)4123428-5 gnd rswk-swf Suchmaschine (DE-588)4423007-2 s Informationsverhalten (DE-588)4123428-5 s Verbraucherverhalten (DE-588)4062644-1 s Online-Marketing (DE-588)7706419-7 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024965256&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Understanding sponsored search core elements of keyword advertising |
| title_auth | Understanding sponsored search core elements of keyword advertising |
| title_exact_search | Understanding sponsored search core elements of keyword advertising |
| title_full | Understanding sponsored search core elements of keyword advertising Jim Jansen |
| title_fullStr | Understanding sponsored search core elements of keyword advertising Jim Jansen |
| title_full_unstemmed | Understanding sponsored search core elements of keyword advertising Jim Jansen |
| title_short | Understanding sponsored search |
| title_sort | understanding sponsored search core elements of keyword advertising |
| title_sub | core elements of keyword advertising |
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