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Contents at a Glance
About the Author
About the Technical Reviewer
Acknowledgments
Introduction
Who This Book Is For
Things Just Keep Changing
Conventions
Heading Level 1
Heading Level 2
Contacting the Authors
Chapter 1: SEM and the Google Ecosystem
A Short History of Search Marketing
Targeting
Internet Marketing Arrives
Enter Pay-Per-Click
Targeted Marketing on the Internet
Find Your Dream Job with AdWords (and $6.00)
Search Engine Marketing
It’s All about Targeting
The Google Ecosystem
Thinking in System Terms
The Google Network
The Google Search Network
The Google Display Network
The Difference Between AdWords and AdSense
Other Google Advertising Properties and Services
Summary
Chapter 2: AdWords in Depth
Understanding the AdWords ...