Understanding Sponsored Search : Core Elements of Keyword Advertising - Jim Jansen

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Understanding Sponsored Search

Core Elements of Keyword Advertising

By: Jim Jansen

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Paperback | 25 July 2011 | Edition Number 1

At a Glance

Paperback
298 Pages

Dimensions(cm)
23.39 x 15.6 x 1.58

Paperback

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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.

Industry Reviews

'With Understanding Sponsored Search, Jansen has delivered an insightful and well-researched exploration of fundamental search advertising principles that bridges the gap between academic study and everyday keyword buying, in an enjoyable book that pushes the boundaries of sponsored search. A definite must-read that ought to be required reading in the sponsored search industry.' Brett Tabke, Founder and CEO of WebmasterWorld.com and Founder and CEO of PubCon
'Wow, finally Jim Jansen shares his insights and helps level the playing field! Professor Jansen and his students have consistently scored in the top 1% of the world's largest search marketing contest, the Google Online Marketing Challenge. If you are serious about keyword advertising, this book merits the number one position on your bookshelf.' Professor Jamie Murphy, Murdoch University and Lead Academic, The Google Online Marketing Challenge

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Sales & Marketing Advertising Business Aspects of E-Commerce Management & Management Techniques Management of Specific Areas Knowledge Management Economics Econometrics Mathematics Probability & Statistics

Computing & I.T.Databases Data Mining

Preface	p. vii
Acknowledgments	p. xiii
Notes on Terminology	p. xvii
A Contest for Sponsored Search	p. 1
Modeling the Process of Sponsored Search	p. 9
Understanding Customer Intent for Keyphrase Selection	p. 31
Sending Signals to the Customer with Ads	p. 61
Understanding Consumer Behavior for Sponsored Search	p. 85
BAM!: Branding, Advertising, and Marketing for Sponsored Search	p. 111
Sponsored-Search Analytics	p. 149
The Serious Game of Bidding on Keywords	p. 177
Bringing It AH Together in a Framework of Sponsored Search	p. 203
The Future of Sponsored Search	p. 217
Glossary	p. 229
Index	p. 273
Table of Contents provided by Ingram. All Rights Reserved.

Understanding Sponsored Search

Core Elements of Keyword Advertising

At a Glance

Paperback

Industry Reviews

Shipping

How to return your order

Defective items

You Can Find This Book In

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