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Making sponsored search ads work better

Making sponsored search ads work better Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds impartial comments and places the article in context. Findings – Sponsored search accounts for around half of the current market which is dominated by major players Google, Yahoo and Bing. This process refers to advertisements chosen for each page and secured by companies that succeed in a bidding contest. Firms pay the search engines when users click on the sponsored links within their advertisement. When it comes to effective ways of attracting customers, sponsored search is up with the best of them. Not surprisingly, competition in the environment is becoming ever tougher. It is thus vital that businesses find ways to enhance the performance of their ads. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Making sponsored search ads work better

Cole, Graham
Strategic Direction , Volume 31 (1): 3 – Jan 12, 2015
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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0258-0543
DOI
10.1108/SD-10-2014-0155
Publisher site
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Abstract

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds impartial comments and places the article in context. Findings – Sponsored search accounts for around half of the current market which is dominated by major players Google, Yahoo and Bing. This process refers to advertisements chosen for each page and secured by companies that succeed in a bidding contest. Firms pay the search engines when users click on the sponsored links within their advertisement. When it comes to effective ways of attracting customers, sponsored search is up with the best of them. Not surprisingly, competition in the environment is becoming ever tougher. It is thus vital that businesses find ways to enhance the performance of their ads. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Journal

Strategic Direction – Emerald Publishing

Published: Jan 12, 2015

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