Understanding Sponsored Search by Jansen

By Jansen

This ebook addresses the underlying foundational components, either theoretical and methodological, of backed seek. As such, the contents are much less stricken by the ever-changing implementation facets of expertise. instead of targeting the how, this publication examines what factors the how. Why do yes key phrases paintings, whereas others don't? Why does that advert paintings good, whilst others which are related don't? Why does a keyword fee a given volume? Why can we degree what we do in key-phrase advertisements? This e-book speaks to that interest to appreciate why we do what we do in subsidized seek. The content material flows in the course of the significant elements of any backed seek attempt, whatever the underlying know-how or purchaser or product. The ebook addresses key phrases, advertisements, shoppers, pricing, opponents, analytics, branding, advertising, and ads, integrating those separate elements into an included complete. the point of interest is at the severe components, with abundant illustrations, and with sufficient element to guide the reader to additional inquiry.

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