Chapter 1
Understanding Search Theory
The search process itself may seem simple: A searcher visits a search engine, enters a search query, and receives results. Every step of the search process, however, is accompanied by the searcher’s thoughts and expectations. Understanding how your keywords and ads align themselves with the search process can help bring more visitors to your site and achieve more conversions from those visitors.
Pay-per-click (PPC) advertising is effective because it mirrors the search process, and the two work seamlessly with each other. Understanding the origins and evolution of PPC advertising will also give you a glimpse into its future, so you can continue to take advantage of this ever-expanding form of advertising. ...
