| 000 | 02416nam a22003617a 4500 | ||
|---|---|---|---|
| 001 | sulb0063813 | ||
| 003 | BD-SySUS | ||
| 005 | 20150128120143.0 | ||
| 008 | 110309s2011 enka b 001 0 eng | ||
| 010 | _a 2011010612 | ||
| 020 | _a9781107011977 | ||
| 020 | _a9781107628366 (pbk.) | ||
| 040 |
_aDLC _cDLC _dDLC _dBD-SySUS |
||
| 050 | 0 | 0 |
_aHF6146.I58 _bJ37 2011 |
| 082 | 0 | 0 |
_a659.144 _222 _bJAU |
| 084 |
_aCOM021000 _2bisacsh |
||
| 100 | 1 |
_aJansen, Bernard J. _910121 |
|
| 245 | 1 | 0 |
_aUnderstanding sponsored search : _bcore elements of keyword advertising / _cJim Jansen. |
| 260 |
_aCambridge ; _aNew York : _bCambridge University Press, _cc2011. |
||
| 300 |
_axix, 277 p. : _bill. _c24 cm. |
||
| 504 | _aIncludes 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"-- | ||
| 650 | 0 |
_aInternet advertising. _910122 |
|
| 650 | 0 |
_aInternet searching. _910123 |
|
| 650 | 0 |
_aKeyword searching. _910124 |
|
| 650 | 0 |
_aSearch engines. _910125 |
|
| 650 | 0 |
_aBranding (Marketing) _910126 |
|
| 650 | 0 |
_aConsumer behavior. _910127 |
|
| 856 | 4 | 2 |
_3Contributor biographical information _uhttp://www.loc.gov/catdir/enhancements/fy1110/2011010612-b.html |
| 856 | 4 | 1 |
_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy1110/2011010612-t.html |
| 856 | 4 | 2 |
_3Publisher description _uhttp://www.loc.gov/catdir/enhancements/fy1111/2011010612-d.html |
| 942 |
_2ddc _cBK |
||
| 999 |
_c19939 _d19939 |
||