Contents

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 ...

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