MARC Record from marc_openlibraries_sanfranciscopubliclibrary

LEADER: 04010cam a22006374a 4500
001 707023096
003 OCoLC
005 20151005092632.0
008 110309s2011 enka b 001 0 eng
010 $a2011010612
016 7 $a015809093$2Uk
020 $a9781107011977
020 $a1107011973
020 $a9781107628366 (pbk.)
020 $a1107628369 (pbk.)
035 $a707023096
035 $a(OCoLC)707023096
040 $aDLC$beng$cDLC$dYDX$dUKMGB$dYDXCP$dMIX$dCDX$dIG#$dCOO$dPUL$dINU$dSFR$dUtOrBLW
042 $apcc
049 $aSFRA
050 00 $aHF6146.I58$bJ37 2011
082 00 $a659.14/4$222
092 $a659.144$bJ266u
100 1 $aJansen, Bernard J.
245 10 $aUnderstanding sponsored search :$bcore elements of keyword advertising /$cJim Jansen.
260 $aCambridge ;$aNew York :$bCambridge University Press,$c2011.
300 $axix, 277 p. :$bill. ;$c24 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references and index.
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.
505 0 $a1. A context for sponsored search -- 2. Modeling the process of sponsored search -- 3. Understanding the potential customers' intent for keyword selection -- 4. Sending signals to the potential 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.
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://catdir.loc.gov/catdir/enhancements/fy1110/2011010612-b.html
856 41 $3Table of contents only$uhttp://catdir.loc.gov/catdir/enhancements/fy1110/2011010612-t.html
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/enhancements/fy1111/2011010612-d.html
907 $a.b24782555$b12-20-18$c11-22-11
998 $axbt$b01-30-12$cm$da $e-$feng$genk$h0$i0
957 00 $aOCLC reclamation of 2017-18
907 $a.b24782555$b02-24-15$c11-22-11
938 $aMidwest Library Services$bMWST$n02589552011
938 $aYBP Library Services$bYANK$n6830958
938 $aIngram$bINGR$n9781107011977
938 $aCoutts Information Services$bCOUT$n17453912
956 $aPre-reclamation 001 value: ocn707023096
980 $a0112 aw
998 $axbt$b01-30-12$cm$da$e-$feng$genk$h0$i0
994 $aC0$bSFR
999 $yMARS
945 $a659.144$bJ266u$d - - $e03-22-2018 19:38$f0$g0$h04-01-18$i31223098558498$j201$0503$k - - $lxbtci$o-$p$38.00$q-$r-$s- $t1$u9$v8$w0$x1$y.i68001125$z02-07-12