#2257349 in eBooks 2011-06-27 2011-06-27File Name: B005FD0XOU
0 of 0 people found the following review helpful. Three StarsBy Kindle CustomerOkay.1 of 2 people found the following review helpful. Excellent overview with practical analysisBy Since-1996I reviewed one chapter of Professor Jansen's book and found it to be a great introduction to Sponsored Search. It provides a deep background on search systems and keyword advertising on the web including the How's and Why's of SEM.I highly recommend this book for beginners or students. Experts will also learn"Jim Jansen proves that theory can make practice a whole lot more profitable. In this book, he explains how and why most search marketers miss their targets, and shows the reader exactly how to construct effective search marketing campaigns. While search marketing rules and features come and go, JThis 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?... [PDF.vr76] Understanding Sponsored Search Rating: 3.89 (505 Votes)
