The study highlights how digital marketing is often detrimental, when it is done by unskilled
service providers. It highlights how the hyped services of search engine marketing (SEM) …

We build an empirical framework using search queries and organic click data which
provides model-based guidance to SEO practitioners for keyword selection and web content …

The present research provides insights into the complex landscape of online advertising
channels to support tourism organizations in formulating their marketing strategies. People …

Das vorliegende Lehrbuch soll–wie der Untertitel es ausdrückt–in das Fachgebiet
‚Electronic Commerce und Online-Marketing 'einführen. Es setzt daher keine spezifischen …

Abstract The innovation of Search Engine Advertising (SEA) was first introduced in 1998. It
soon became a very popular tool among practitioners for promoting their websites on the …

In search engine marketing, such as on Google, advertisements' ranking and prices paid per
click result from generalized, second-price, sealed bid auctions that weight the submitted …

This paper uses investment portfolio theory to determine budget allocation in paid online
search advertising. The approach focuses on risk-adjusted performance and favors …

Many advertisers hire agencies to run their search engine marketing campaigns;
increasingly, they use innovative performance-based compensation plans. In these plans …

This study analyzes the most important influence factors in the literature, which have the
greatest influence on the conversions obtained in a mobile application powered by linked …

Consumers' online searches usually involve multiple keywords about their purchases, which
vary depending on the purchase stage. Similarly, retail advertisers use a set of related …