| |
|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9911147362803321 |
|
|
Titolo |
New vistas in transatlantic science and technology cooperation : based on a conference held June 8-9, 1998, in Washington, D.C. / / Charles W. Wessner, editor ; Board on Science, Technology, and Economic Policy, National Research Council |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
Washington, D.C., : National Academy Press, c1999 |
|
|
|
|
|
|
|
ISBN |
|
9786612081835 |
9780309173018 |
0309173019 |
9781282081833 |
1282081837 |
9780309523233 |
0309523230 |
9780585279176 |
0585279179 |
|
|
|
|
|
|
|
|
Edizione |
[1st ed.] |
|
|
|
|
|
Descrizione fisica |
|
1 online resource (178 p.) |
|
|
|
|
|
|
Collana |
|
|
|
|
|
|
Altri autori (Persone) |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
Science - International cooperation |
Technology - International cooperation |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
"This work relates to Department of Navy grant N00014-98-1-0762 issued by the Office of Naval Research"--T.p. verso. |
|
|
|
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references (p. 98-101). |
|
|
|
|
|
|
Nota di contenuto |
|
""Front Matter""; ""Contents""; ""Preface""; ""Introduction""; ""Opening Remarks Stuart Eizenstat""; ""Trends in Science and Technology Policy The U.S. Perspective: The Here and Now Versus the Ideal""; ""Trends in Science and Technology Policy The EU Perspective on Transatlantic Cooperation""; ""International R&D Cooperation The U.S. Approach to the U.S.-EU S&T Agreement""; ""International R&D Cooperation The European Union Vista in Transatlantic Science and Technology Cooperation""; ""International R&D Cooperation Complementarity of Bilateral and EC Cooperation with the U.S."" |
""Presentation of Discussions in Breakout Sessions""""Opening Remarks John Cadogan""; ""Keynote Address""; ""Second Day�s Welcome""; |
|
|
|
|
|
|
|
|
|
|
|
""Best Practices in Small-Business Technology Development Programs""; ""R&D in the Framework of the New Transatlantic Agenda""; ""Internationalization of the Technical Workforce and Transatlantic Cooperation in R&D""; ""Concluding Remarks""; ""Selected Bibliography""; ""Annex European Union Research Programs""; ""Multilingual Information Management""; ""Charge for Electronic Commerce Subgroup""; ""White Papers on Transportation Research"" |
|
|
|
|
|
|
Sommario/riassunto |
|
The successful conclusion of the US-EU Agreement on Science and Technology Cooperation offers the prospect of a new chapter in transatlantic cooperation. As with any international agreement in science and technology, the accord's full potential will be realized only if it can encourage mutually beneficial cooperation. With this in mind, responsible officials of the European Union (EU) and the U.S. government contacted the National Research Council's Board on Science, Technology, and Economic Policy (STEP) to discuss how this negotiating success might be publicized and productively exploited. It was agreed that the STEP Board should organize a conference to celebrate the accord, inform the U.S. and European research communities of the agreement, and explore specific opportunities for enhanced cooperation. At the same time, the conference would provide the occasion to review existing and evolving areas of transatlantic cooperation in science and technology from the perception of the United States, the European Commission, and the member states of the European Union. |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
2. |
Record Nr. |
UNINA9911141857003321 |
|
|
Autore |
Geddes Brad |
|
|
Titolo |
Advanced google adwords / / Brad Geddes |
|
|
|
|
|
Pubbl/distr/stampa |
|
|
Indianapolis, IN, : Wiley, 2012 |
|
|
|
|
|
|
|
ISBN |
|
9786613652799 |
9781118240588 |
1118240588 |
9781280675867 |
1280675861 |
9781118227695 |
1118227697 |
|
|
|
|
|
|
|
|
Edizione |
[2nd ed.] |
|
|
|
|
|
Descrizione fisica |
|
1 online resource (611 p.) |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
|
|
Soggetti |
|
Internet advertising |
Internet merketing |
Web search engines |
|
|
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Note generali |
|
|
|
|
|
|
Nota di contenuto |
|
Advanced Google AdWords; Contents; Foreword; Introduction; Who Should Read This Book; What You Will Learn; What Is Covered in This Book; The Companion Website; How to Contact the Author; Chapter 1: Understanding Search Theory; The Origins of Google AdWords; The Psychology of Search; Goal Alignment: Google vs. You vs. the Searcher; Best Practices for Applying Search Theory; Chapter 2: Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Keywords; Advanced Organizational Techniques; Taking Control of Your Ad Display |
Best Practices for Conducting Keyword Research Chapter 3: Keyword Tools: Extracting Valuable Data from Google; AdWords Keyword Tool; Traffic Estimator; Google Trends; Google Insights for Search; Microsoft Advertising Intelligence; Best Practices for Using Keyword Tools; |
|
|
|
|
|
|
|
|
|
|
|
Chapter 4: Writing Compelling Ads; Writing Effective Ads; Following Google's Editorial Guidelines; Developing Unique Selling Propositions; Distinguishing Features and Benefits; Employing Themes That Get Clicks; Spicing Up Your Ads with Ad Extensions; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising |
Best Practices for Writing Compelling AdsChapter 5: Landing Pages That Convert Searchers into Buyers; Does Your Landing Page Answer the Searcher's Question?; Everything about Destination URLs; Choosing Landing Pages That Increase Conversion Rates; Employing Usability, Trust, and Web Technology; Best Practices for Landing Pages; Chapter 6: Advanced Optimization Techniques; Optimizing for Traffic; Best Practices for Advanced Optimization Techniques; Chapter 7: Demystifying Quality Score; What Is Quality Score?; Viewing Your Quality Score; Landing Page Quality: Making Your Pages Relevant |
Estimating Your First Page Bid Understanding the Display Network Quality Score; Creating Highly Relevant Ad Groups; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; Using Google's Display Ad Builder; Best Practices for Employing Image, Video, and Mobile Ads; Chapter 9: Understanding the Display Network; What Is the Display Network?; Creating a Successful Display Network Campaign |
Smart Pricing: Measure Success with Cost Per Conversion Learning How the Display Network Is Performing for You; Managed Placements: Choosing Which Display Sites Show Your Ads; Best Practices for the Display Network; Chapter 10: Advanced Display Network Techniques; Enhancing Your Display Campaigns; Setting Different Bids by Demographics; Remarketing; Topic and Interest Targeting; Creating Scenarios to Understand and Reach Your Target Audience; Write Effective Display Ads; DoubleClick Ad Planner: Free Access to Expensive Data; Best Practices for Advanced Display Network Usage |
Chapter 11: Advanced Geographic Targeting |
|
|
|
|
|
|
Sommario/riassunto |
|
Master every aspect of the powerful Google AdWords platform with this one-of-a-kind guide AdWords expert Brad Geddes, the first and only Advanced AdWords Seminar leader for Google, shares his detailed instruction and insights to get new users up and running quickly and teach AdWords pros some slick new tricks. This must-have new edition offers 50+ pages of fresh material on such topics as retargeting, tracking for analytics, video ad features, ad extensions, and much more.The ultimate guide to advanced Google AdWords techniques authored by a respected AdWords expert who is the |
|
|
|
|
|
|
|
| |