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