Understanding sponsored search : core elements of keyword advertising /

Understanding sponsored search : core elements of keyword advertising /

Saved in:

Bibliographic Details
Author / Creator:	Jansen, Bernard J.
Imprint:	Cambridge ; New York : Cambridge University Press, ©2011.
Description:	1 online resource (xix, 277 pages) : illustrations
Language:	English
Subject:	Internet advertising. Internet searching. Keyword searching. Search engines. Branding (Marketing) Consumer behavior. Branding (Marketing) Consumer behavior. Internet advertising. Internet searching. Keyword searching. Search engines.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/11830277

Hidden Bibliographic Details
ISBN:	9781139101820 113910182X 9780511997686 051199768X 9781107011977 1107011973 9781107628366 1107628369 9781139099837 1139099833
Notes:	Includes bibliographical references. Print version record.
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"--
Other form:	Print version: Jansen, Bernard J. Understanding sponsored search. Cambridge ; New York : Cambridge University Press, ©2011 9781107011977

Table of 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.