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
1 - A Context for Sponsored Search
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
Context is the surroundings, circumstances, environment, background, or settings which determine, specify, or clarify the meaning of an event.
Wiktionary, 2010You must always consider the context within when a given phenomenon occurs to derive any meaning from it. As the Wiktionary quote states, the context is what clarifies the meaning of an event.
Let’s Place Ourselves in the Proper Context
You are the owner of a small- to medium-size business that sells some product or service. Pick any product or service that interests you. We will use a framing shop as an example throughout this book. Our framing shop is called Faster Frames.
- Type
- Chapter
- Information
- Understanding Sponsored SearchCore Elements of Keyword Advertising, pp. 1 - 7Publisher: Cambridge University PressPrint publication year: 2011
References
. 2010. Context. Retrieved January 15, 2011, from http://en.wiktionary.org/wiki/context.
and . 1998. “The Anatomy of a Large-Scale Hypertextual Web Search Engine.” Computer Networks and ISDN Systems, vol. 30(1), pp. 107–117.
1977. “The Theory of Affordances.” In Perceiving, Acting and Knowing, and , Eds. Hillsdale, NJ: Erlbaum.
and 2003. “An Analysis of Web Information Seeking and Use: Documents Retrieved Versus Documents Viewed.” In 4th International Conference on Internet Computing, Las Vegas, NV, pp. 65–69.
1970. Future Shock. New York: Random House.
2009. Google’s Economic Impact United States 2009. Mountain View, CA: Google.