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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

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Chapter 13Contextual Keyword Targeting

What is contextual advertising? Well, the word context is an old word whose Latin root (contexere) means “to weave together.” In its modern usage, context refers to the linguistic parts that surround a given term and therefore convey its meaning. So it’s useful to think of contextually targeted advertising as advertising that is woven together with editorial content in a way that is relevant because the theme of the advertising matches the theme of the content. If you are reading a blog post about Caribbean cruises for singles, there is a distinct possibility that you might be interested in that type of vacation. Google, Yahoo, and Microsoft are joined by a host of other providers who specialize purely ...

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