Cambridge University Press ebook Understanding Sponsored Search

This book addresses the underlying foundational elements, both theoretical and methodological, of sponsored search. Rather than focusing on the how, this book examines what causes the how. The book addresses keywords, ads, consumers, pricing, competitors, analytics, branding, marketing and advertising, integrating these separate components into an incorporated whole. The focus is on the critical elements, with ample illustrations and with enough detail to lead the interested reader to further inquiry.