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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Jansen, Bernard J.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cambridge ; New York : Cambridge University Press, ©2011.
Temas:
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.
Suchmaschine
Informationsverhalten
Verbraucherverhalten
Online-Marketing
Online-Werbung.
Markenpolitik.
Online-Recherche.
Suchmaschine.
Verbraucherverhalten.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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