Understanding sponsored search : core elements of keyword advertising / Jim Jansen.

Format:

Book

Author/Creator:

Jansen, Bernard J., author.

Language:

English

Subjects (All):

Internet advertising.

Internet searching.

Keyword searching.

Search engines.

Branding (Marketing).

Consumer behavior.

Physical Description:

1 online resource (xix, 277 pages) : digital, PDF file(s).

Place of Publication:

Cambridge : Cambridge University Press, 2011.

Language Note:

English

Summary:

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.

Contents:

Cover; UNDERSTANDING SPONSORED SEARCH; Title; Copyright; Contents; Preface; Acknowledgments; Notes on Terminology; 1 A Context for Sponsored Search; Let's Place Ourselves in the Proper Context; How do these Search Engines Impact the Business?; How Do We Leverage Sponsored Search to Market Our Business?; Once Done with this Administration, What Do We Do?; Okay, How does the Search Engine Make Money?; What are these Complex Questions, Assumptions, and Issues?; Conclusion; References; 2 Modeling the Process of Sponsored Search; Historical Review of the Early Years of Sponsored Search

Why was Sponsored Search Successful?How did Sponsored Search Evolve?; What has been the Effect of Sponsored Search?; Conceptual Model of Sponsored Search; The Language of Sponsored Search; Types of search results; Triggering the sponsored results; Composition of the advertisement; Foundational Takeaways; Relating Theory to Practice; Conclusion; References; 3 Understanding Customer Intent for Keyphrase Selection; Human Information Behavior at the Individual Level; The potential customer as searcher; Associating keyphrases and queries

Establishing the links among searcher need, query terms, and advertiser keyphrase: Search, experience, and credence products and servicesWhat do we know about the actions of the individual searcher?; Principle of least effort.; The uncertainty principle.; Information obtainability.; What do we know about the intent of the individual searcher?; Human Information Behavior at the Aggregate Level; The powerful impact of power laws; Zipf's law; Foundational Takeaways; Relating Theory to Practice; Conclusion; References; 4 Sending Signals to the Customer with Ads

Searcher Reaction to Advertisements at the Individual LevelSo, what do we know about advertisements?; Signaling theory; Information-foraging theory; Information scent; Information overload and attention; Signal and scent in sponsored-search advertisements; Branded content; Query content; Action, location, price, and quality terms; How do searchers select a signal in an advertisement?; Principle of least effort.; Information access.; The Hick-Hyman Law.; Searcher Reaction to ads at the Aggregate Level; Eye-tracking studies; Rank matters

Putting this all together to explain searcher interactions with advertisementsFoundational Takeaways; Relating Theory to Practice; Conclusion; References; 5 Understanding Consumer Behavior for Sponsored Search; Consumer Searching Behavior; Search determinants, motives, and outcomes; Search determinants.; Search motives.; Outcomes of search.; The buying funnel and consumer decision-making models; The Buying Funnel.; Consumer buying behavior.; Common elements of buying funnel and consumer buying behavior; Uncertainty.; Bounded rationality.

Issues with the buying funnel and the consumer decision process buying behavior

Notes:

Title from publisher's bibliographic system (viewed on 05 Oct 2015).

Includes bibliographical references and index.

ISBN:

1-139-09777-6

1-107-22898-0

1-283-34199-9

9786613341990

1-139-10362-8

1-139-10116-1

1-139-10182-X

1-139-09914-0

0-511-99768-X

1-139-09983-3

OCLC:

769342127