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  1. Home
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  3. Understanding Sponsored Search
  • Cited by 26
Publisher:
Cambridge University Press
Online publication date:
August 2011
Print publication year:
2011
Online ISBN:
9780511997686
DOI:
https://doi.org/10.1017/CBO9780511997686
Subjects:
Knowledge Management, Databases and Data Mining, Computer Science, Marketing, Management
Information

Book description

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.

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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