Finding the right words : the influence of keyword characteristics on performance of paid search campaigns
Year of publication: |
2014
|
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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 | Online-Recherche | Online search | Electronic Commerce | E-commerce | Online-Handel | Online retailing | Informationsverhalten | Information behaviour | Internet |
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