SEM and the Google Ecosystem

Bart Weller and Lori Calcott

Chapter Chapter 1 in The Definitive Guide to Google AdWords, 2012, pp 1-20 from Springer

Abstract: Abstract This chapter provides an overview of Internet marketing technology, and more specifically what payper-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.

Keywords: Search Engine; Application Service Provider; Revenue Model; Behavioral Target; Semantic Target (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4302-4015-0_1

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DOI: 10.1007/978-1-4302-4015-0_1

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