Smart marketing or bait & switch: competitors' brands as keywords in online advertising.
Mark A. RossoBernard J. JansenPublished in: WICOW (2010)
Keyphrases
- online advertising
- keywords
- search engine marketing
- user behavior
- advertising campaigns
- internet advertising
- long tail
- behavioral targeting
- search engine
- high speed
- internet marketing
- display advertising
- click through rate
- web documents
- protein protein interaction networks
- keyword extraction
- user experience
- keyword search
- text documents
- text mining
- web pages