(Mobile book) Understanding Sponsored Search: Core Elements of Keyword Advertising






 | #3499637 in Books |  Heinemann |  2011-07-25 | Original language:English | PDF # 1 |  9.21 x.59 x6.14l,.95 | File Name: 1107628369 | 298 pages

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||0 of 0 people found the following review helpful.| Three Stars|By Kindle Customer|Okay.|1 of 2 people found the following review helpful.| Excellent overview with practical analysis|By Since-1996|I reviewed one chapter of Professor Jansen's book and found it to be a great introduction to Sponsored Search. It provides a deep background on search systems and keyword advertising| |"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

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 d...


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