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...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Cambridge ; New York :
Cambridge University Press,
©2011.
|
| Schlagworte: | |
| Online-Zugang: | 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: | 1 online resource (xix, 277 pages) : illustrations |
| Bibliographie: | Includes bibliographical references. |
| ISBN: | 9781139101820 113910182X 9780511997686 051199768X |
Internformat
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| 100 | 1 | |a Jansen, Bernard J. |0 http://id.loc.gov/authorities/names/n2004035762 | |
| 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 ©2011. | ||
| 300 | |a 1 online resource (xix, 277 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 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 | ||
| 505 | 0 | |a 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. | |
| 588 | 0 | |a Print version record. | |
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| 650 | 0 | |a Keyword searching. |0 http://id.loc.gov/authorities/subjects/sh00001072 | |
| 650 | 0 | |a Search engines. |0 http://id.loc.gov/authorities/subjects/sh00001050 | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 0 | |a Consumer behavior. |0 http://id.loc.gov/authorities/subjects/sh87006429 | |
| 650 | 6 | |a Publicité sur Internet. | |
| 650 | 6 | |a Recherche sur Internet. | |
| 650 | 6 | |a Recherche par mots-clés. | |
| 650 | 6 | |a Moteurs de recherche. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Consommateurs |x Comportement. | |
| 650 | 7 | |a search engines. |2 aat | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Consumer behavior |2 fast | |
| 650 | 7 | |a Internet advertising |2 fast | |
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| 650 | 7 | |a Keyword searching |2 fast | |
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| 650 | 7 | |a Online-Marketing |2 gnd | |
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| 758 | |i has work: |a Understanding sponsored search (Text) |1 https://id.oclc.org/worldcat/entity/E39PCFHkXfxjBqTmrgMQdd7Vhb |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Jansen, Bernard J. |t Understanding sponsored search. |d Cambridge ; New York : Cambridge University Press, ©2011 |z 9781107011977 |w (DLC) 2011010612 |w (OCoLC)707023096 |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBU-ocn767670213 |
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| _version_ | 1816796903036157952 |
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| author | Jansen, Bernard J. |
| author_GND | http://id.loc.gov/authorities/names/n2004035762 |
| author_facet | Jansen, Bernard J. |
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| collection | ZDB-4-EBU |
| 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. |
| ctrlnum | (OCoLC)767670213 |
| 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 | Electronic eBook |
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| id | ZDB-4-EBU-ocn767670213 |
| illustrated | Illustrated |
| indexdate | 2024-11-26T14:49:04Z |
| institution | BVB |
| isbn | 9781139101820 113910182X 9780511997686 051199768X |
| language | English |
| oclc_num | 767670213 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (xix, 277 pages) : illustrations |
| psigel | ZDB-4-EBU |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | Cambridge University Press, |
| record_format | marc |
| spelling | Jansen, Bernard J. http://id.loc.gov/authorities/names/n2004035762 Understanding sponsored search : core elements of keyword advertising / Jim Jansen. Cambridge ; New York : Cambridge University Press, ©2011. 1 online resource (xix, 277 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references. "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"-- Provided by publisher 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. Print version record. Internet advertising. http://id.loc.gov/authorities/subjects/sh94006992 Internet searching. http://id.loc.gov/authorities/subjects/sh98006428 Keyword searching. http://id.loc.gov/authorities/subjects/sh00001072 Search engines. http://id.loc.gov/authorities/subjects/sh00001050 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Publicité sur Internet. Recherche sur Internet. Recherche par mots-clés. Moteurs de recherche. Stratégie de marque. Consommateurs Comportement. search engines. aat branding. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Branding (Marketing) fast Consumer behavior fast Internet advertising fast Internet searching fast Keyword searching fast Search engines fast Suchmaschine gnd http://d-nb.info/gnd/4423007-2 Informationsverhalten gnd http://d-nb.info/gnd/4123428-5 Verbraucherverhalten gnd Online-Marketing gnd Online-Werbung. idszbz Markenpolitik. idszbz Online-Recherche. idszbz Suchmaschine. idszbz Verbraucherverhalten. idszbz has work: Understanding sponsored search (Text) https://id.oclc.org/worldcat/entity/E39PCFHkXfxjBqTmrgMQdd7Vhb https://id.oclc.org/worldcat/ontology/hasWork Print version: Jansen, Bernard J. Understanding sponsored search. Cambridge ; New York : Cambridge University Press, ©2011 9781107011977 (DLC) 2011010612 (OCoLC)707023096 FWS01 ZDB-4-EBU FWS_PDA_EBU https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=375974 Volltext |
| spellingShingle | Jansen, Bernard J. Understanding sponsored search : core elements of keyword advertising / 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. Internet advertising. http://id.loc.gov/authorities/subjects/sh94006992 Internet searching. http://id.loc.gov/authorities/subjects/sh98006428 Keyword searching. http://id.loc.gov/authorities/subjects/sh00001072 Search engines. http://id.loc.gov/authorities/subjects/sh00001050 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Publicité sur Internet. Recherche sur Internet. Recherche par mots-clés. Moteurs de recherche. Stratégie de marque. Consommateurs Comportement. search engines. aat branding. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Branding (Marketing) fast Consumer behavior fast Internet advertising fast Internet searching fast Keyword searching fast Search engines fast Suchmaschine gnd http://d-nb.info/gnd/4423007-2 Informationsverhalten gnd http://d-nb.info/gnd/4123428-5 Verbraucherverhalten gnd Online-Marketing gnd Online-Werbung. idszbz Markenpolitik. idszbz Online-Recherche. idszbz Suchmaschine. idszbz Verbraucherverhalten. idszbz |
| subject_GND | http://id.loc.gov/authorities/subjects/sh94006992 http://id.loc.gov/authorities/subjects/sh98006428 http://id.loc.gov/authorities/subjects/sh00001072 http://id.loc.gov/authorities/subjects/sh00001050 http://id.loc.gov/authorities/subjects/sh2007006470 http://id.loc.gov/authorities/subjects/sh87006429 http://d-nb.info/gnd/4423007-2 http://d-nb.info/gnd/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. http://id.loc.gov/authorities/subjects/sh94006992 Internet searching. http://id.loc.gov/authorities/subjects/sh98006428 Keyword searching. http://id.loc.gov/authorities/subjects/sh00001072 Search engines. http://id.loc.gov/authorities/subjects/sh00001050 Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Consumer behavior. http://id.loc.gov/authorities/subjects/sh87006429 Publicité sur Internet. Recherche sur Internet. Recherche par mots-clés. Moteurs de recherche. Stratégie de marque. Consommateurs Comportement. search engines. aat branding. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Branding (Marketing) fast Consumer behavior fast Internet advertising fast Internet searching fast Keyword searching fast Search engines fast Suchmaschine gnd http://d-nb.info/gnd/4423007-2 Informationsverhalten gnd http://d-nb.info/gnd/4123428-5 Verbraucherverhalten gnd Online-Marketing gnd Online-Werbung. idszbz Markenpolitik. idszbz Online-Recherche. idszbz Suchmaschine. idszbz Verbraucherverhalten. idszbz |
| topic_facet | Internet advertising. Internet searching. Keyword searching. Search engines. Branding (Marketing) Consumer behavior. Publicité sur Internet. Recherche sur Internet. Recherche par mots-clés. Moteurs de recherche. Stratégie de marque. Consommateurs Comportement. search engines. branding. BUSINESS & ECONOMICS Advertising & Promotion. Consumer behavior Internet advertising Internet searching Keyword searching Search engines Suchmaschine Informationsverhalten Verbraucherverhalten Online-Marketing Online-Werbung. Markenpolitik. Online-Recherche. Suchmaschine. Verbraucherverhalten. |
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| work_keys_str_mv | AT jansenbernardj understandingsponsoredsearchcoreelementsofkeywordadvertising |