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
9 - Bringing It All Together in a Framework of Sponsored Search
Published online by Cambridge University Press: 05 August 2011
- 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
Whenever a theory appears to you as the only possible one, take this as a sign that you have neither understood the theory nor the problem which it was intended to solve.
Karl Popper, considered one of the most influential philosophers of science in the twentieth centuryWhile implementing a sponsored-search effort for our framing business, we must address many aspects that consume our attention, including keyphrase selection, ad creation, market research, insight into the consumer as both a searcher and a customer, elements of branding for our product, advertising and marketing concepts, and bidding strategies.
- Type
- Chapter
- Information
- Understanding Sponsored SearchCore Elements of Keyword Advertising, pp. 202 - 215Publisher: Cambridge University PressPrint publication year: 2011