The Resource Understanding sponsored search : core elements of keyword advertising, Jim Jansen

Understanding sponsored search : core elements of keyword advertising, Jim Jansen

Label
Understanding sponsored search : core elements of keyword advertising
Title
Understanding sponsored search
Title remainder
core elements of keyword advertising
Statement of responsibility
Jim Jansen
Creator
Subject
Language
eng
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"--Provided by publisher
Cataloging source
DLC
Dewey number
659.14/4
Illustrations
illustrations
Index
index present
LC call number
HF6146.I58
LC item number
J37 2011
Literary form
non fiction
Nature of contents
bibliography
Label
Understanding sponsored search : core elements of keyword advertising, Jim Jansen
Publication
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • zbnus
  • mel
Control code
ocn707023096
Dimensions
25 cm
Extent
xix, 277 p.
Isbn
9781107011977
Lccn
2011010612
Other physical details
ill.
http://library.link/vocab/recordID
.b25589635
System control number
  • (OCoLC)707023096
  • kw25589635

Library Locations

    • Deakin University Library - Melbourne Burwood CampusBorrow it
      221 Burwood Highway, Burwood, Victoria, 3125, AU
      -37.846510 145.115099
    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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