Sponsored search: A brief history
Daniel C. Fain,Jan Pedersen +1 more
TLDR
GoTo as discussed by the authors is a GoTo sponsorisee sur le Web, which permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002.Abstract:
La recherche sponsorisee sur le Web, qui permet aux annonceurs de faire apparaitre leurs contenus dans les resultats affiches par un moteur de recherche, a demarre en 1998 avec GoTo, acquis par Yahoo! en 2002. Le prix de l'apparition sur un site donne peut etre fonction du nombre d'apparitions (cout pour mille), des clicks sur un lien (cout par click) ou des actes engendres (cout par action). La recherche payee souleve un interet grandissant au sein de la communaute academique.read more
Citations
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In search of search engine marketing strategy amongst SME's
Debbie Charleton,Chris Barry +1 more
TL;DR: In this article, a study of search engine marketing practices of Irish small to medium enterprises (SMEs) reveals they plan to spend more resources on SEM in the future and most firms utilize an informal SEM strategy, where Website optimization is perceived most effective in attracting traffic.
Journal ArticleDOI
Performance analysis of keyword advertising campaign using gender-brand effect of search queries
TL;DR: Research findings show that the combination of brand focus with the gender-orientation of keyphrases is a significant factor in predicting sponsored search performance and behavior, and positive brand reputation creates dramatic influence on consumer’s loyalty over the brand and hence strongly affects their interests, activities and purchasing behavior in e-commerce environment.
Journal ArticleDOI
Optimal Keyword Bids in Search-Based Advertising with Stochastic Advertisement Positions
TL;DR: A stochastic model is constructed for the selection and allocation of keywords in search-based advertising, which provides a critical analysis of the advertiser’s problem that may guide future research.
Journal ArticleDOI
Multi-Keyword Multi-Click Advertisement Option Contracts for Sponsored Search
TL;DR: In this article, an advertiser can purchase an option from a search engine in advance by paying an upfront fee, known as the option price, and the advertiser then has the right, but no obligation, to purchase among the prespecified set of keywords at the fixed cost-per-clicks (CPCs) for a specified number of clicks in a specified period of time.
Book ChapterDOI
In Search of Search Engine Marketing Strategy Amongst SME’s in Ireland
Chris Barry,Debbie Charleton +1 more
TL;DR: A study presented here of SEM practices of Irish small to medium enterprises (SMEs) reveals they plan to spend more resources on SEM in the future, and an encouraging finding is that Irish SMEs adopt a positive ethical posture when undertaking SEM.
References
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Journal Article
Advertising on the Web: Is There Response before Click-Through?
Rex Briggs,Nigel Hollis +1 more
Journal Article
How to acquire customers on the Web.
Donna L. Hoffman,Thomas P. Novak +1 more
TL;DR: CDnow, which has developed a multifaceted customer-acquisition strategy that reflects a clear understanding of the economics of an on-line business, demonstrates that there is a way to find out which half really works.
Journal ArticleDOI
The search is on.
TL;DR: The basic search can be useful when you have an ISBN or other standard number, and the search field will expand to fit your search terms, if needed.
Journal ArticleDOI
Economics and search
TL;DR: I want to belie that mild-mannered image of economists by doing something rash and even downright dangerous: I want to talk to you about some work in my subject, economics, that I think might be relevant to the work in your subject, information retrieval.
Book ChapterDOI
Direct Response Marketing
TL;DR: Urgency is the keynote of direct response marketing, otherwise known as shopping without shops and once called mail order as mentioned in this paper, and everything about it has to communicate urgency, for unless there is action, response, it is a waste of money.