Understanding Sponsored Search

Author : Jim Jansen
Publisher : Cambridge University Press
Page : 299 pages
File Size : 46,5 Mb
Release : 2011-07-25
Category : Computers
ISBN : 9781139503426

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Understanding Sponsored Search by Jim Jansen Pdf

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.

Author : Jim Jansen
Publisher : Cambridge University Press
Page : 298 pages
File Size : 52,5 Mb
Release : 2011-07-25
Category : Computers
ISBN : 1107011973

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Understanding Sponsored Search by Jim Jansen Pdf

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.

Author : Professor Jim Jansen
Publisher : Unknown
Page : 298 pages
File Size : 55,6 Mb
Release : 2014-05-14
Category : BUSINESS & ECONOMICS
ISBN : 113910182X

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Understanding Sponsored Search by Professor Jim Jansen Pdf

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.

Author : Damian Ryan,Calvin Jones
Publisher : Kogan Page Publishers
Page : 304 pages
File Size : 42,6 Mb
Release : 2012-03-03
Category : Business & Economics
ISBN : 9780749464288

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Understanding Digital Marketing by Damian Ryan,Calvin Jones Pdf

Digital marketing now represents 25% of the marketing spend in the UK and this is predicted to move to 50% or higher within the next three years. Understanding Digital Marketing looks at the world of digital marketing: how it got started, how it got to where it is today, and where the thought leaders in the industry believe it is headed in the future. This authoritative title demonstrates how to harness the power of digital media and use it to achieve the utmost success in business, now and in the future.Understanding Digital Marketing deals with every key topic in detail, including:search marketing,social media, Google, mobile marketing, affiliate marketing, e-mail marketing, customer engagement and digital marketing strategies. Essential reading for both practitioners and students alike, and including real-world examples of digital marketing successes and expert opinions, Understanding Digital Marketing provides you with tools to utilize the power of the internet to take your company wherever you want it to go.

Author : Robert G Picard,Steven S Wildman
Publisher : Edward Elgar Publishing
Page : 417 pages
File Size : 50,9 Mb
Release : 2015-02-27
Category : Business & Economics
ISBN : 9780857938893

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Handbook on the Economics of the Media by Robert G Picard,Steven S Wildman Pdf

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

Author : Melanie Mitchell
Publisher : FT Press
Page : 26 pages
File Size : 46,6 Mb
Release : 2012-05-14
Category : Business & Economics
ISBN : 9780133037623

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Understanding SEO by Melanie Mitchell Pdf

The web’s more crowded than ever – and that means Search Engine Optimization is more critical than ever. All too often, SEO is viewed as a mysterious “black art” – but it doesn’t need to be. In Understanding SEO: Building a Foundation for Long Term Success, leading practitioner Melanie Mitchell completely demystifies SEO, showing you how to grab value from “low hanging fruit,” and start optimizing everything from pages, text, and keywords to images – even your page’s underlying HTML code. Mitchell shows how to craft a strategy that reflects your specific goals for attracting qualified traffic. You’ll learn how to go beyond mere rankings to measure everything from the quality of visitor engagement to sales conversions; how to structure sites that are friendlier to both searchers and search engines; how to earn the honest external links that search engine algorithms love; and a whole lot more. Along the way, Mitchell explains all the concepts and terms you need to understand, so you can do it yourself, or work successfully with SEO specialists. If you’re responsible for attracting more and better web traffic, this is the simple, usable, up-to-date SEO introduction you’ve been looking for!

Author : Safiya Umoja Noble
Publisher : NYU Press
Page : 245 pages
File Size : 44,5 Mb
Release : 2018-02-20
Category : Computers
ISBN : 9781479837243

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Algorithms of Oppression by Safiya Umoja Noble Pdf

Acknowledgments -- Introduction: the power of algorithms -- A society, searching -- Searching for Black girls -- Searching for people and communities -- Searching for protections from search engines -- The future of knowledge in the public -- The future of information culture -- Conclusion: algorithms of oppression -- Epilogue -- Notes -- Bibliography -- Index -- About the author

Author : City of London College of Economics
Publisher : City of London College of Economics
Page : 2158 pages
File Size : 55,7 Mb
Release : 2024-07-03
Category : Education
ISBN : 8210379456XXX

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Digital Marketing Expert Diploma (Master’s level) - City of London College of Economics - 10 months - 100% online / self-paced by City of London College of Economics Pdf

Overview In this course you will learn all you need to know to become a Digital Marketing Expert. As you surely know, Digital Marketing Specialists are in high demand and well paid. Content - Digital Marketing Strategy - Market Research - Crowdsourcing - Web Development and Design - Writing for the Web - Mobile Development - Email Marketing - Online Advertising - Affiliate Marketing - Search Engine Marketing - Search Engine Optimisation - PPC Advertising - And much more Duration 10 months Assessment The assessment will take place on the basis of one assignment at the end of the course. Tell us when you feel ready to take the exam and we’ll send you the assignment questions. Study material The study material will be provided in separate files by email / download link.

Author : Richard Beach,Chris M. Anson,Lee-Ann Kastman Breuch,Thomas Reynolds
Publisher : Rowman & Littlefield
Page : 321 pages
File Size : 45,6 Mb
Release : 2014-10-16
Category : Education
ISBN : 9781442228740

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Understanding and Creating Digital Texts by Richard Beach,Chris M. Anson,Lee-Ann Kastman Breuch,Thomas Reynolds Pdf

Given the increased use of digital reading and writing tools in the classroom, this book provides secondary and college English language arts teachers with activities and classroom examples for using a range of different digital tools—blogs, wikis, websites, annotations, Twitter, mapping, forum discussions, etc.—to engage students in understanding and creating digital texts. It therefore integrates reading and writing instruction through goal-driven activities supported by uses and affordances of digital tools. This book also provides a framework for designing these activities that encourage students to define purpose and audience, make connections between digital texts and people, collaborate with others, employ alternative modes of communication and gain new perspectives, and constructing identities; practices that are linked to addressing the high school English Language Arts Common Core State Standards. The book also describes ways to use digital tools to support these practices—for example, using digital tools to foster students’ collaborative reading and writing. The book also describes use of digital feedback and e-portfolio tools to foster students’ reflection on their uses of these practices.

Author : Dr. Manisha Gupta
Publisher : Book Rivers
Page : 284 pages
File Size : 49,6 Mb
Release : 2023-11-22
Category : Computers
ISBN : 9789358428360

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DIGITAL MARKETING AND E - COMMERCE by Dr. Manisha Gupta Pdf

Author : Vidya Subramanian
Publisher : Adobe Press
Page : 337 pages
File Size : 47,6 Mb
Release : 2013-06-14
Category : Business & Economics
ISBN : 9780133416183

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Adobe Analytics with SiteCatalyst Classroom in a Book by Vidya Subramanian Pdf

In digital marketing, your goal is to funnel your potential customers from the point of making them aware of your website, through engagement and conversion, and ultimately retaining them as loyal customers. Your strategies must be based on careful analysis so you know what is working for you at each stage. Adobe Analytics with SiteCatalyst Classroom in a Book teaches effective techniques for using Adobe SiteCatalyst to establish and measure key performance indicators (KPIs) tailored to your business and website. For each phase of marketing funnel analytics, author Vidya Subramanian walks you through multiple reports, showing you how to interpret the data and highlighting implementation details that affect data quality. With this essential guide, you'll learn to optimize your web analytics results with SiteCatalyst. Adobe Analytics with SiteCatalyst Classroom in a Book contains 10 lessons. The book covers the basics of learning Adobe SiteCatalyst and provides countless tips and techniques to help you become more productive with the program. You can follow the book from start to finish or choose only those lessons that interest you. Classroom in a Book®, the best-selling series of hands-on software training workbooks, helps you learn the features of Adobe software quickly and easily. Classroom in a Book offers what no other book or training program does—an official training series from Adobe Systems Incorporated, developed with the support of Adobe product experts.

Author : Joseph Jaffe
Publisher : John Wiley & Sons
Page : 306 pages
File Size : 53,6 Mb
Release : 2005-06-10
Category : Business & Economics
ISBN : 9780471738695

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Life After the 30-Second Spot by Joseph Jaffe Pdf

The old media strategies advertisers used for decades no longer work. Here's what does! Traditional advertising, in the form of print, radio, and most notably, television, is far less effective than it used to be. Advertising strategies using only these mediums no longer work. Life After the 30-Second Spot explains how savvy marketers and advertisers are responding with new marketing techniques to get their message out, get noticed, engage their audiences-and increase sales! Covering topics such as viral marketing, gaming, on-demand viewing, long-form content, interactive, and more, the book explains the new avenues marketers and advertisers must use to replace traditional print, TV, and radio advertising-and which strategies are most effective. This book is every marketer's road map to "new marketing."

Author : Javier Esparza,Pierre Fraigniaud,Thore Husfeldt,Elias Koutsoupias
Publisher : Springer
Page : 1122 pages
File Size : 44,5 Mb
Release : 2014-06-11
Category : Computers
ISBN : 9783662439487

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Automata, Languages, and Programming by Javier Esparza,Pierre Fraigniaud,Thore Husfeldt,Elias Koutsoupias Pdf

This two-volume set of LNCS 8572 and LNCS 8573 constitutes the refereed proceedings of the 41st International Colloquium on Automata, Languages and Programming, ICALP 2014, held in Copenhagen, Denmark, in July 2014. The total of 136 revised full papers presented together with 4 invited talks were carefully reviewed and selected from 484 submissions. The papers are organized in three tracks focussing on Algorithms, Complexity, and Games, Logic, Semantics, Automata, and Theory of Programming, Foundations of Networked Computation.

Author : Mohammad S. Obaidat,Joaquim Filipe
Publisher : Springer
Page : 308 pages
File Size : 42,9 Mb
Release : 2014-09-11
Category : Computers
ISBN : 9783662447918

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E-Business and Telecommunications by Mohammad S. Obaidat,Joaquim Filipe Pdf

This book constitutes the refereed proceedings of the 9th International Joint Conference on E-Business and Telecommunications, ICETE 2012, held in Rome, Italy, in July 2012. ICETE is a joint international conference integrating four major areas of knowledge that are divided into six corresponding conferences: International Conference on Data Communication Networking, DCNET; International Conference on E-Business, ICE-B; International Conference on Optical Communication Systems, OPTICS; International Conference on Security and Cryptography, SECRYPT; International Conference on Wireless Information Systems, WINSYS; and International Conference on Signal Processing and Multimedia, SIGMAP. The 18 full papers presented were carefully reviewed and selected from 403 submissions. They cover a wide range of topics in the key areas of e-business and telecommunications.

Author : Sungmi Lee
Publisher : Unknown
Page : 124 pages
File Size : 40,5 Mb
Release : 2007
Category : Consumer behavior
ISBN : MSU:31293028457848

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Consumer Response to Online Recommendation Systems and the Moderating Role of Product Knowledge and Product Involvement by Sungmi Lee Pdf