TY  - BOOK
AU  - Jansen, Jim
TI  - Understanding Sponsored Search: Core Elements of Keyword Advertising
SN  - 9781107628366
U1  - 659.144 
PY  - 2011///
CY  - Cambridge
PB  - Cambridge University Press
KW  - Branding (Marketing)
KW  - Internet Advertising
N1  - 1. 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
ER  -