Study II: Effectiveness of Search Engine Advertising

Sebastian Klapdor

Chapter 5 in Effectiveness of Online Marketing Campaigns, 2013, pp 75-101 from Springer

Abstract: Zusammenfassung As the first two chapters indicate, paid search advertising is an important, if not the singlemost important, form of online advertising. However, the literature review from Chapter 3 shows that little is known about search engine advertising (SEA), particularly about keywords and matching options.12

Keywords: Search Query; Lexical Ambiguity; Display Position; Campaign Management; Informational Domain (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1007/978-3-658-01732-3_5

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