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Search Engine Advertising Perceived Effectiveness: A Resource-Based Approach on the Role of Advertisers' Competencies.
Hamed Jafarzadeh
Babak Abedin
Aybüke Aurum
John D'Ambra
Published in:
J. Organ. End User Comput. (2019)
Keyphrases
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search engine
sponsored search auctions
sponsored search
online advertising
search advertising
web search engines
advertising campaigns
user satisfaction
information retrieval
keywords
web search
query logs
pay per click
project management
return on investment
display advertising
behavioral targeting