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E-Commerce : Erfolgsstrategien für das Suchmaschinenmarketing

Skiera, Bernd; Stepanchuk, Tanja; Gerstmeier, Eva - In: Wirtschaft und Berufserziehung : W & B ; Zeitschrift … 60 (2008) 11, pp. 28-32

Persistent link: https://www.econbiz.de/10003775995

An analysis of the importance of the long tail in search engine marketing

Skiera, Bernd; Eckert, Jochen; Hinz, Oliver - In: Electronic commerce research and applications 9 (2010) 1/6, pp. 488-494

Persistent link: https://www.econbiz.de/10008933084

Empirical generalizations in search engine advertising

Abou Nabout, Nadia; Lilienthal, Markus; Skiera, Bernd - In: Journal of retailing 90 (2014) 2, pp. 206-216

Persistent link: https://www.econbiz.de/10010402322

Return on quality improvements in search engine marketing

Abou Nabout, Nadia; Skiera, Bernd - In: Journal of interactive marketing : a quarterly … 26 (2012) 3, pp. 141-154

Persistent link: https://www.econbiz.de/10009569264

Optimale Positionierung von Suchwortanzeigen

Skiera, Bernd; Gerstmeier, Eva; Stepanchuk, Tanja - 2007

Persistent link: https://www.econbiz.de/10003551855

Suchmaschinenmarketing

Skiera, Bernd; Gerstmeier, Eva; Stepanchuk, Tanja - In: Interactive Marketing im Web 2.0+ : Konzepte und …, (pp. 283-294). 2007

Persistent link: https://www.econbiz.de/10003566412

Suchmaschinenmarketing

Skiera, Bernd; Gerstmeier, Eva; Stepanchuk, Tanja - In: Interactive Marketing im Web 2.0+ : Konzepte und …, (pp. 283-294). 2008

Persistent link: https://www.econbiz.de/10003762167

PROSAD : A Bidding Decision Support System for Profitable Search Engine Marketing

Skiera, Bernd - 2015

This paper reports on a large-scale implementation of marketing science models to solve the bidding problem in search … engine advertising. In cooperation with the online marketing agency SoQuero, we developed a fully automated bidding decision …

Persistent link: https://www.econbiz.de/10013033017

An Analysis of the Importance of the Long Tail in Search Engine Marketing

Skiera, Bernd - 2014

Search engine marketing is currently the most popular form of online advertising. Many advertising agencies and … bloggers claim that the success of search engine marketing is driven by the "long tail", defined in this research as the many … less popular keywords employed by users to search the Internet, and suggest that search engine marketing campaigns need to …

Persistent link: https://www.econbiz.de/10013049600

The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value

Bayer, Emanuel; Srinivasan, Shuba; Riedl, Edward J.; … - In: International journal of research in marketing : IJRM ; … 37 (2020) 4, pp. 789-804

Persistent link: https://www.econbiz.de/10012494716