| 000 | 02351nam a22003858i 4500 | ||
|---|---|---|---|
| 001 | CR9780511997686 | ||
| 003 | UkCbUP | ||
| 005 | 20200124160302.0 | ||
| 006 | m|||||o||d|||||||| | ||
| 007 | cr|||||||||||| | ||
| 008 | 110111s2011||||enk o ||1 0|eng|d | ||
| 020 | _a9780511997686 (ebook) | ||
| 020 | _z9781107011977 (hardback) | ||
| 020 | _z9781107628366 (paperback) | ||
| 040 |
_aUkCbUP _beng _erda _cUkCbUP |
||
| 050 | 0 | 0 |
_aHF6146.I58 _bJ37 2011 |
| 082 | 0 | 0 |
_a659.14/4 _222 |
| 100 | 1 |
_aJansen, Bernard J., _eauthor. |
|
| 245 | 1 | 0 |
_aUnderstanding sponsored search : _bcore elements of keyword advertising / _cJim Jansen. |
| 264 | 1 |
_aCambridge : _bCambridge University Press, _c2011. |
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| 300 |
_a1 online resource (xix, 277 pages) : _bdigital, PDF file(s). |
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| 336 |
_atext _btxt _2rdacontent |
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| 337 |
_acomputer _bc _2rdamedia |
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| 338 |
_aonline resource _bcr _2rdacarrier |
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| 500 | _aTitle from publisher's bibliographic system (viewed on 05 Oct 2015). | ||
| 520 | _aThis 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. | ||
| 650 | 0 | _aInternet advertising. | |
| 650 | 0 | _aInternet searching. | |
| 650 | 0 | _aKeyword searching. | |
| 650 | 0 | _aSearch engines. | |
| 650 | 0 | _aBranding (Marketing) | |
| 650 | 0 | _aConsumer behavior. | |
| 776 | 0 | 8 |
_iPrint version: _z9781107011977 |
| 856 | 4 | 0 | _uhttps://doi.org/10.1017/CBO9780511997686 |
| 999 |
_c520434 _d520432 |
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