Finding the right words : the influence of keyword characteristics on performance of paid search campaigns
Sebastian Klapdor; Eva M. Anderl; Florian von Wangenheim; Jan H. Schumann
| Year of publication: |
2014
|
|---|---|
| Authors: | Klapdor, Sebastian ; Anderl, Eva M. ; Wangenheim, Florian von ; Schumann, Jan Hendrik |
| Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 28.2014, 4, p. 285-301
|
| Subject: | Online advertising | Search engine marketing | Click-through rates | Conversion rates | Search queries | Electronic commerce | Query variation index | Information retrieval | Empirical research | Online-Marketing | Internet marketing | Suchmaschine | Search engine | Electronic Commerce | E-commerce | Online-Recherche | Online search | Internet | Informationsverhalten | Information behaviour | Online-Handel | Online retailing | Werbewirkung | Advertising effects |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010470961