Autore	Geddes Brad
Edizione	[Third edition.]
Pubbl/distr/stampa	Indianapolis, Indiana : , : Wiley, , 2014
Descrizione fisica	1 online resource (698 p.)
Disciplina	659.144
Soggetto topico	Internet advertising Internet marketing
Soggetto genere / forma	Electronic books.
ISBN	1-118-92955-1 1-118-81964-0
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Contents; Foreword; Introduction; 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: Performing Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Match; Using 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 Planner Google TrendsBing Ads Intelligence; Best Practices for Using Keyword Tools; Chapter 4: Writing Compelling Ads; Do Your Ads Reflect the Search Query?; Writing Effective Ads; Following Google's Editorial Guidelines; Developing Unique Selling Propositions; Distinguishing Features and Benefits; Employing Themes That Get Clicks; Controlling Your Mobile Ads; Spicing Up Your Ads with Ad Extensions; Showcasing Your Products with PLAs; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising; Best Practices for Writing Compelling Ads Chapter 5: Creating Landing Pages That Convert Searchers into BuyersDoes 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: Learning Advanced Optimization Techniques; Optimizing for Traffic; Optimizing for Conversions; 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 BidUnderstanding the Display Network Quality Score; Diagnosing Your Quality Scores; Increasing Quality Scores; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; AdWords Ad Gallery; 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 Blocking Your Ads from Being Shown across the Display NetworkSmart Pricing: Measure Success with Cost per Conversion; Using the Display Planner Tool; Best Practices for the Display Network; Chapter 10: Utilizing Advanced Display Network Techniques; Remarketing: Bringing Visitors Back to Your Site; Flexible Targeting: Mixing and Matching Every Display Targeting Option; Optimizing Your Display Campaigns; Creating Scenarios to Understand and Reach Your Target Audience; Writing Effective Display Ads; Best Practices for Advanced Display Network Advertising Chapter 11: Utilizing Advanced Geographic Targeting Techniques
Record Nr.	UNINA-9910453438103321

Autore	Cutura Kristina
Pubbl/distr/stampa	Birmingham, : Packt Pub., 2013
Descrizione fisica	1 online resource (372 p.)
Collana	Enterprise : professional expertise distilled
Soggetto topico	Internet advertising
Soggetto genere / forma	Electronic books.
ISBN	1-84968-585-1
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Record Nr.	UNINA-9910452759203321

Autore	Tassabehji Rana
Pubbl/distr/stampa	London, : SAGE Publications, 2003
Descrizione fisica	1 online resource (376 p.)
Disciplina	658.054678 658.8/72 658.872
Soggetto topico	Business Electronic commerce Internet advertising Internet marketing Marketing & Sales Commerce Business & Economics
Soggetto genere / forma	Electronic books.
ISBN	1-280-36912-4 9786610369126 1-4129-3359-5
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; Contents; Preface; Introduction; Chapter 1 - Introduction to e-commerce; Chapter 2 - The technology; Chapter 3 - Elements of e-commerce: applications; Chapter 4 - Security and e-commerce; Chapter 5 - E-business models; Chapter 6 - From dot com to dot bomb; Chapter 7 - Public policies and legal issues; Chapter 8 - The impact of 'e' on economic and management thinking; Conclusions; Chapter 9 - To the future and beyond; Index; Appendicies; Appendix 1: OSI Reference Model; Appendix 2: Select Committee on Public Accounts 'First Report' Appendix 3: Internet and E-mail Policies and GuidelinesAppendix 4: The Internet and How it Came into Being; Appendix 5: Who Manages the Internet?; Appendix 6: Guidelines for Data Protection
Record Nr.	UNINA-9910457724703321