Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition

PART IIIBeyond the Big Three Engines

Chapter 12 Additional Search Traffic Sources

Chapter 13 Contextual Keyword Targeting

Chapter 14 Extending Search with Behavior

Part IIIIntroduction

Consumers use their favorite primary search engine to find everything. Most even use search engines as a form of navigation, even when they know exactly where they are going and don’t really need to search at all. You might be tempted to ignore the other forms of keyword-targeted traffic. However, there are all sorts of places you can buy clicks that add tremendous value to your core paid search advertising campaign. Some of these forms of media, while keyword targeted, are not even considered by purists to be search engine advertising. However, since the traffic ...