This note provides a primer on paid search advertising, which is an important component of digital marketing. The mechanics of paid search is explained using the Google search engine platform. The note covers metrics for evaluating the performance of paid search, the strategic objective of paid search, the relationship between customer lifetime value and search ads, how to overcome sparse data problems using keyword clouds, and the nature of Google AdWords's enhanced campaigns.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-UV6769

発行日：2013/11/25

登録日：2014/4/21