Foreword
The need for advertisers to find customers—and vice versa—is an age-old marketing conundrum. With varying degrees of effectiveness, solutions have included phone solicitation, email outreach, print advertising, and more—all designed to connect consumers and advertisers at the right moment. I first got involved with pay-per-click advertising over a decade ago as a student at Stanford University. Using keyword buys on Goto.com, I started selling movies out of my dorm room, but my ads quickly lost effectiveness when I was outbid by advertisers with deeper pockets. There wasn’t a book like this one to teach me the tricks of the trade and soon, I gave up. Then a few years later in 2002, I started buying keywords for my photography business, ...
