| Record ID | marc_loc_updates/v39.i42.records.utf8:8351473:2340 |
| Source | Library of Congress |
| Download Link | /show-records/marc_loc_updates/v39.i42.records.utf8:8351473:2340?format=raw |
LEADER: 02340cam a22003494a 4500
001 2011010612
003 DLC
005 20111012180052.0
008 110309s2011 enka b 001 0 eng
010 $a 2011010612
020 $a9781107011977
020 $a9781107628366 (pbk.)
040 $aDLC$cDLC$dDLC
042 $apcc
050 00 $aHF6146.I58$bJ37 2011
082 00 $a659.14/4$222
084 $aCOM021000$2bisacsh
100 1 $aJansen, Bernard J.
245 10 $aUnderstanding sponsored search :$bcore elements of keyword advertising /$cJim Jansen.
260 $aCambridge ;$aNew York :$bCambridge University Press,$cc2011.
300 $axix, 277 p. :$bill.$c24 cm.
504 $aIncludes bibliographical references.
520 $a"This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. As such, the contents are less affected by the ever-changing implementation aspects of technology. Rather than focusing on the how, this book examines what causes the how. Why do certain keywords work, while others do not? Why does that ad work well, when others that are similar do not? Why does a key phrase cost a given amount? Why do we measure what we do in keyword advertising? This book speaks to that curiosity to understand why we do what we do in sponsored search. The content flows through the major components of any sponsored search effort, regardless of the underlying technology or client or product. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing, and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations, and with enough detail to lead the interested reader to further inquiry"--$cProvided by publisher.
650 0 $aInternet advertising.
650 0 $aInternet searching.
650 0 $aKeyword searching.
650 0 $aSearch engines.
650 0 $aBranding (Marketing)
650 0 $aConsumer behavior.
856 42 $3Contributor biographical information$uhttp://www.loc.gov/catdir/enhancements/fy1110/2011010612-b.html
856 41 $3Table of contents only$uhttp://www.loc.gov/catdir/enhancements/fy1110/2011010612-t.html
856 42 $3Publisher description$uhttp://www.loc.gov/catdir/enhancements/fy1111/2011010612-d.html