Book contents
- Frontmatter
- Contents
- Preface
- Acknowledgments
- Notes on Terminology
- 1 A Context for Sponsored Search
- 2 Modeling the Process of Sponsored Search
- 3 Understanding Customer Intent for Keyphrase Selection
- 4 Sending Signals to the Customer with Ads
- 5 Understanding Consumer Behavior for Sponsored Search
- 6 BAM!: Branding, Advertising, and Marketing for Sponsored Search
- 7 Sponsored-Search Analytics
- 8 The Serious Game of Bidding on Keywords
- 9 Bringing It All Together in a Framework of Sponsored Search
- 10 The Future of Sponsored Search
- Glossary
- Index
- References
2 - Modeling the Process of Sponsored Search
Published online by Cambridge University Press: 05 August 2011
Book contents
- Frontmatter
- Contents
- Preface
- Acknowledgments
- Notes on Terminology
- 1 A Context for Sponsored Search
- 2 Modeling the Process of Sponsored Search
- 3 Understanding Customer Intent for Keyphrase Selection
- 4 Sending Signals to the Customer with Ads
- 5 Understanding Consumer Behavior for Sponsored Search
- 6 BAM!: Branding, Advertising, and Marketing for Sponsored Search
- 7 Sponsored-Search Analytics
- 8 The Serious Game of Bidding on Keywords
- 9 Bringing It All Together in a Framework of Sponsored Search
- 10 The Future of Sponsored Search
- Glossary
- Index
- References
Summary
This is an opening shot of changing the search engines from white pages to yellow pages.
Bill Gross, 1998 as quoted in: Sullivan, D., The Search Engine Report.In our framing shop example of setting up our sponsored-search account, we touched on a process by example without a real appreciation for the underlying complexity of the technology and human interaction inherent in sponsored search. What is the technology that makes the whole process work? What is the business model of sponsored search? Who are the major actors in sponsored search? What are the goals and motivations of these actors? For answers to these and other questions, we examine the sponsored-search model.
- Type
- Chapter
- Information
- Understanding Sponsored SearchCore Elements of Keyword Advertising, pp. 8 - 29Publisher: Cambridge University PressPrint publication year: 2011
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