Brand Names as Keywords in Sponsored Search Advertising.

Mark A. Rosso Bernard J. Jansen

Published in: Commun. Assoc. Inf. Syst. (2010)

Keyphrases

keywords
sponsored search advertising
search engine
internet search engines
purchase behavior
search advertising
user queries
keyword search
auction mechanisms
keyword extraction
web pages
web search
web documents
sponsored search
budget constraints
decision makers
information retrieval