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 certa...
Gespeichert in:
1. Verfasser: | |
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Format: | Elektronisch E-Book |
Sprache: | English |
Veröffentlicht: |
Cambridge
Cambridge University Press
2011
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Schlagworte: | |
Online-Zugang: | BSB01 FHN01 Volltext |
Zusammenfassung: | 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 |
Beschreibung: | Title from publisher's bibliographic system (viewed on 05 Oct 2015) |
Beschreibung: | 1 online resource (xix, 277 pages) |
ISBN: | 9780511997686 |
DOI: | 10.1017/CBO9780511997686 |
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Datensatz im Suchindex
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any_adam_object | |
author | Jansen, Bernard J. |
author_facet | Jansen, Bernard J. |
author_role | aut |
author_sort | Jansen, Bernard J. |
author_variant | b j j bj bjj |
building | Verbundindex |
bvnumber | BV043943951 |
classification_rvk | QP 650 |
collection | ZDB-20-CBO |
ctrlnum | (ZDB-20-CBO)CR9780511997686 (OCoLC)852505431 (DE-599)BVBBV043943951 |
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 |
doi_str_mv | 10.1017/CBO9780511997686 |
format | Electronic eBook |
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illustrated | Not Illustrated |
indexdate | 2024-07-10T07:39:20Z |
institution | BVB |
isbn | 9780511997686 |
language | English |
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spelling | Jansen, Bernard J. Verfasser aut Understanding sponsored search core elements of keyword advertising Jim Jansen Cambridge Cambridge University Press 2011 1 online resource (xix, 277 pages) txt rdacontent c rdamedia cr rdacarrier Title from publisher's bibliographic system (viewed on 05 Oct 2015) 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 Internet advertising Internet searching Keyword searching Search engines Branding (Marketing) Consumer behavior Online-Marketing (DE-588)7706419-7 gnd rswk-swf Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Suchmaschine (DE-588)4423007-2 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 1\p DE-604 Erscheint auch als Druckausgabe 978-1-107-01197-7 Erscheint auch als Druckausgabe 978-1-107-62836-6 https://doi.org/10.1017/CBO9780511997686 Verlag URL des Erstveröffentlichers Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
spellingShingle | Jansen, Bernard J. Understanding sponsored search core elements of keyword advertising Internet advertising Internet searching Keyword searching Search engines Branding (Marketing) Consumer behavior Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Suchmaschine (DE-588)4423007-2 gnd Informationsverhalten (DE-588)4123428-5 gnd |
subject_GND | (DE-588)7706419-7 (DE-588)4062644-1 (DE-588)4423007-2 (DE-588)4123428-5 |
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 |
topic | Internet advertising Internet searching Keyword searching Search engines Branding (Marketing) Consumer behavior Online-Marketing (DE-588)7706419-7 gnd Verbraucherverhalten (DE-588)4062644-1 gnd Suchmaschine (DE-588)4423007-2 gnd Informationsverhalten (DE-588)4123428-5 gnd |
topic_facet | Internet advertising Internet searching Keyword searching Search engines Branding (Marketing) Consumer behavior Online-Marketing Verbraucherverhalten Suchmaschine Informationsverhalten |
url | https://doi.org/10.1017/CBO9780511997686 |
work_keys_str_mv | AT jansenbernardj understandingsponsoredsearchcoreelementsofkeywordadvertising |