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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  1

SEM and the Google Ecosystem

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This chapter provides an overview of Internet marketing technology, and more specifically what pay-per-click and search engine marketing are all about. Since you have this book in hand, you probably already have at least some knowledge—and perhaps some experience—in this area, but it never hurts to step back and review the subject from a high-level perspective. Internet marketing is still a rapidly evolving field in terms of the technology and its application. As with all technologies, it has developed its own culture and vocabulary.

A Short History of Search Marketing

Marketing (in the shape of ...

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