Understanding Sponsored Search: by Jim Jansen

Congratulations to my esteemed colleague and dear friend, Dr. Jim Jansen an associate professor with the College of Information Sciences and Technology at The Pennsylvania State University, on the release of his book Understanding Sponsored Search: Core Elements of Keyword Advertising.

I met Jim in 2008 when we participated in the inaugural Google Online Marketing Challenge, currently the world’s largest search engine marketing competition for collegiate students.  Since then we have co-authored two articles together:   The Components and Impact of Sponsored Search and Insights on the Google Online Marketing Challenge and Its Successful Classroom Implementation.  I had the opportunity to serve as reviewer of one of the chapters within Understanding Sponsored Search.  For anyone who wants to bridge the theoretical and methodological aspects of sponsored search, this book is a must read.

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