Understanding Sponsored Search
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Understanding Sponsored Search
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Author : Jim Jansen
language : en
Publisher: Cambridge University Press
Release Date : 2011-07-25
Understanding Sponsored Search written by Jim Jansen and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-25 with Computers categories.
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.
Understanding Sponsored Search
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Author : Jim Jansen
language : en
Publisher: Cambridge University Press
Release Date : 2011-07-25
Understanding Sponsored Search written by Jim Jansen and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-25 with Computers categories.
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.
Understanding Sponsored Search
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Author : Professor Jim Jansen
language : en
Publisher:
Release Date : 2014-05-14
Understanding Sponsored Search written by Professor Jim Jansen and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-05-14 with BUSINESS & ECONOMICS categories.
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.
Analyzing The Relationship Between Organic And Sponsored Search Advertising
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Author : Sha Yang
language : en
Publisher:
Release Date : 2012
Analyzing The Relationship Between Organic And Sponsored Search Advertising written by Sha Yang and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
The phenomenon of paid search advertising has now become the most predominant form of online advertising in the marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the presence of organic listings of the same firms. In this paper, we model and estimate the inter-relationship between organic search listings and paid search advertisements using a unique panel dataset based on aggregate consumer response to several hundred keywords over three months collected from a major nationwide retailer store chain that advertises on Google. In particular, we focus on understanding whether the presence of organic listings on a search engine is associated with a positive, negative or no effect on the click-through rates of paid search advertisements, and vice-versa for a given firm. We first build an integrated model to estimate the relationship between different metrics such as search volume, click-through rates, conversion rates, cost-per-click and keyword ranks. A Hierarchical Bayesian modeling framework is used and the model is estimated using Markov Chain Monte Carlo (MCMC) methods. Our empirical findings suggest that click-throughs on organic listings have a positive interdependence with click-throughs on paid listings, and vice-versa. We also find that this positive interdependence is asymmetric such that on an average the impact of organic clicks on increases in paid clicks is 3.5 times stronger than vice-versa. Using counter-factual experiments, we show that on an average this positive interdependence leads to an increase in expected profits for the firm ranging from 4.2 % to 6.15 % when compared to profits in the absence of this interdependence. To further validate our empirical identification, we also conduct and present the results from a controlled field experiment. This experiment shows that total click-through rates, conversions rates and revenues in the presence of both paid and organic search listings are significantly higher than those in the absence of paid search advertisements. The positive interdependence effect predicted by the econometric model is also corroborated in controlled experiments and potentially suggests a causal interpretation to the results obtained from the econometric model. Given the increased spending on search engine based advertising, our analysis provides critical insights to managers in both traditional and Internet firms.
Budget Constraints And Optimization In Sponsored Search Auctions
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Author : Yanwu Yang
language : en
Publisher: Elsevier
Release Date : 2013-11-23
Budget Constraints And Optimization In Sponsored Search Auctions written by Yanwu Yang and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-23 with Computers categories.
The Intelligent Systems Series publishes reference works and handbooks in three core sub-topic areas: Intelligent Automation, Intelligent Transportation Systems, and Intelligent Computing. They include theoretical studies, design methods, and real-world implementations and applications. The series' readership is broad, but focuses on engineering, electronics, and computer science. Budget constraints and optimization in sponsored search auctions takes into account consideration of the entire life cycle of campaigns for researchers and developers working on search systems and ROI maximization. The highly experienced authors compiled their knowledge and experience to provide insight, algorithms and development techniques for successful optimized/constrained systems. The book presents a cutting-edge budget optimization approach that embraces three-level budget decisions in the life cycle of search auctions: allocation across markets at the system level, distribution over temporal slots at the campaign level, and real-time adjustment at the keyword level. Delivers a systematic overview and technique for understanding budget constraints and ROI optimization in sponsored search auction systems, including algorithms and developer guides for a range of scenarios Explores effects of constraints on mechanisms, bidding and keyword strategies, and the strategies for budget optimization that developers can employ An informative reference source for both software and systems developers working in the search auctions, marketing and sales strategy optimization, services development for online marketing and advertisement, e-commerce, social and economic networking
Handbook On The Economics Of The Media
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Author : Robert G Picard
language : en
Publisher: Edward Elgar Publishing
Release Date : 2015-02-27
Handbook On The Economics Of The Media written by Robert G Picard and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-02-27 with Business & Economics categories.
Media industries and services present a complex set of challenges to economic analysis: challenges made more difficult by the technological changes that have been transforming the media sector. Research on the economics of media has made major advances
Understanding Search Engines
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Author : Dirk Lewandowski
language : en
Publisher: Springer Nature
Release Date : 2023-03-07
Understanding Search Engines written by Dirk Lewandowski and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-07 with Computers categories.
This book provides a broad introduction to search engines by integrating five different perspectives on Web search and search engines that are usually dealt with separately: the technical perspective, the user perspective, the internet-based research perspective, the economic perspective, and the societal perspective. After a general introduction to the topic, two foundational chapters present how search tools can cover the Web’s content and how search engines achieve this by crawling and processing the found documents. The next chapter on user behavior covers how people phrase their search queries and interact with search engines. This knowledge builds the foundation for describing how results are ranked and presented. The following three chapters then deal with the economic side of search engines, i.e., Google and the search engine market, search engine optimization (SEO), and the intermingling of organic and sponsored search results. Next, the chapter on search skills presents techniques for improving searches through advanced search interfaces and commands. Following that, the Deep Web and how its content can be accessed is explained. The two subsequent chapters cover ways to improve the quality of search results, while the next chapter describes how to access the Deep Web. Last but not least, the following chapter deals with the societal role of search engines before the final chapter concludes the book with an outlook on the future of Web search. With this book, students and professionals in disciplines like computer science, online marketing, or library and information science will learn how search engines work, what their main shortcomings are at present, and what prospects there are for their further development. The different views presented will help them to understand not only the basic technologies but also the implications the current implementations have concerning economic exploitation and societal impact.
Advertising In A Digital Age Best Practices Tips For Paid Search And Social Media Advertising
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Author : Gabriela Taylor
language : en
Publisher: Global & Digital
Release Date : 2013-09-23
Advertising In A Digital Age Best Practices Tips For Paid Search And Social Media Advertising written by Gabriela Taylor and has been published by Global & Digital this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-23 with Business & Economics categories.
Best Practices & Tips for Paid Search and Social Media Advertising If your customers are spending more and more time online, why aren’t you advertising there? Do you think it’s too expensive, too confusing, too hard to reach your target market? If your business is already active online, is it getting enough bang for its bucks? Let an online marketing expert teach you the secrets of advertising online to achieve business goals. Discover just how inexpensive it can be to advertise digitally. Use Online Advertising to: Reach more people while spending less Interact with your community Collect feedback and monitor results in real-time Make real-time adjustments Target and re-target your messages for relevancy Online Advertising has revolutionized how marketers target and capture audiences; don’t be left behind.Advertising in a Digital Age can help you understand this market so you use your advertising budget more effectively and get as much free advertising as possible.
Sponsored Search Auctions
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Author : Song Yao
language : en
Publisher: Now Publishers Inc
Release Date : 2009
Sponsored Search Auctions written by Song Yao and has been published by Now Publishers Inc this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Brand loyalty categories.
Sponsored Search Auctions reviews current academic research on this nascent topic with a focus on future practical and research opportunities
A Simple Approach To Pay Per Click
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Author : Stefano Calicchio
language : en
Publisher: Stefano Calicchio
Release Date : 2021-03-05
A Simple Approach To Pay Per Click written by Stefano Calicchio and has been published by Stefano Calicchio this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-05 with Business & Economics categories.
This book is designed to provide simple, practical and effective answers to the main questions concerning the creation of a well-drafted PPC (pay per click) plan and its operating mechanisms. The objective: to allow the reader a good understanding of the subject, using a text that is sufficiently short so that he or she can finish reading by taking advantage of the many moments of waiting and stalling during the day. Among the topics covered within it, you can find out - what pay-per-click is and how it is created; - how to properly organise your PPC activity; - what are the key points to leverage to get good results with this advertising strategy; - how to create a landing page that makes the most of the visits it receives; - how best to manage active campaigns; - how to turn keywords into customers; - Finally, what mistakes should be avoided when using paid digital advertising. In this guide you will find all the information you need to understand how pay per click works on search engines and social networks, what work is normally done by a paid online advertising expert and how long it takes to get the desired results. All of this is covered in a 7-word programme designed to enable the reader to quickly acquire a good level of competence on the subject, and thus be able to hold effective conversations with suppliers, colleagues and superiors.