Book contents
- Frontmatter
- Contents
- Preface
- Acknowledgments
- Notes on Terminology
- 1 A Context for Sponsored Search
- 2 Modeling the Process of Sponsored Search
- 3 Understanding Customer Intent for Keyphrase Selection
- 4 Sending Signals to the 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
- Glossary
- Index
- References
Preface
Published online by Cambridge University Press: 05 August 2011
Book contents
- Frontmatter
- Contents
- Preface
- Acknowledgments
- Notes on Terminology
- 1 A Context for Sponsored Search
- 2 Modeling the Process of Sponsored Search
- 3 Understanding Customer Intent for Keyphrase Selection
- 4 Sending Signals to the 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
- Glossary
- Index
- References
Summary
Preface
Almost in the beginning was curiosity.
Isaac Asimov, Asimov’s Guide to ScienceAs Asimov mentions in his Guide to Science, curiosity may be a basic human attribute. It is a drive that compels us to learn, discover, describe, and understand the world around us. It is this compelling drive that has driven me to write this book on sponsored search.
I’ve had the privilege of having many discussions with some top-notch, and often young, search engine marketing professionals from well-known online marketing firms, as well as professionals from lesser-known firms. I’m typically impressed (very impressed, actually) with their depth and breadth of knowledge about the mechanisms and tactics of sponsored search. Many times, they have provided interesting and perceptive insights on techniques for keyword selection, methods for composing ad copy, and other aspects of implementing keyword advertising campaigns.
Information
- Type
- Chapter
- Information
- Understanding Sponsored SearchCore Elements of Keyword Advertising, pp. vii - xiiPublisher: Cambridge University PressPrint publication year: 2011
References
1965. “Chapter 1: What Is Science?” In Asimov’s Guide to Science. New York: Basic Books, pp. 3–16.
and 1999. Information Rules: A Strategic Guide to the Network Economy. Boston, MA: Harvard Business Press.
2010. “The Incredible Shrinking Brain.” , September. pp. 54–59.
1997. Tested Advertising Methods, 5 ed. Rev. by . Upper Saddle River, NJ: Prentice Hall.
1924. Scientific Advertising. New York: Cosimo Classics.
1963. Confessions of an Advertising Man. London: Atheneu.
1983. Ogilvy on Advertising. Toronto: John Wiley and Sons.
1992. The 100: A Ranking of the Most Influential Persons in History. New York: Citadel Press.
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