Finding the Right Words

The Influence of Keyword Characteristics on Performance of Paid Search Campaigns
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Author
Klapdor, Sebastian
Anderl, Eva M.
von Wangenheim, Floriancc
Schumann, Jan H.
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Date
2014
Type
    Journal Article
Publication status
published
External links
Journal / series
Journal of Interactive Marketing
Volume
28(4)
Pages / Article No.
285 - 301
Publisher
Elsevier
Subject
Online advertising; Search engine marketing; Click-through rates; Conversion rates; Search queries; Electronic commerce; Query variation index; Information retrieval; Empirical research
Notes
Available online 27 November 2014.
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yes
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