Preface

Summary

Preface

Almost in the beginning was curiosity.

Isaac Asimov, Asimov’s Guide to Science

As Asimov mentions in his Guide to Science, curiosity may be a basic human attribute. It is a drive that compels us to learn, discover, describe, and understand the world around us. It is this compelling drive that has driven me to write this book on sponsored search.

I’ve had the privilege of having many discussions with some top-notch, and often young, search engine marketing professionals from well-known online marketing firms, as well as professionals from lesser-known firms. I’m typically impressed (very impressed, actually) with their depth and breadth of knowledge about the mechanisms and tactics of sponsored search. Many times, they have provided interesting and perceptive insights on techniques for keyword selection, methods for composing ad copy, and other aspects of implementing keyword advertising campaigns.