Understanding Sponsored Search

Jim Jansen is an Associate Professor at the College of Information Science and Technology at The Pennsylvania State University. He has authored and co-authored more than 200 research publications, with articles appearing in a wide range of journals and conferences. He is co-author of the book Web Search: Public Searching of the Web, co-editor of the book Handbook of Research on Weblog Analysis and author of the book Understanding User-Web Interactions Via Web. Jansen is a member of the editorial boards of eight international journals and serves on the research committee for the Search Engine Marketing Professional Organization (SEMPO). He has received several awards and honors, including an ACM Research Award and six application development awards, along with other writing, publishing, research, and leadership honors. He is also a Senior Fellow at the Pew Research Center with the Pew Internet and American Life Project.

1. A context for sponsored search; 2. Modeling the process of sponsored search; 3. Understanding the potential customers' intent for keyword selection; 4. Sending signals to the potential customer with ads; 5. Understanding consumer behavior for sponsored search; 6. BAM: branding advertising and marketing for sponsored search; 7. Sponsored search analytics; 8. The serious game of bidding on keywords; 9. Bringing it all together in a framework of sponsored search; 10. The future of sponsored search.