Includes bibliographical references and index.

Basics -- First things first -- How people search, shop, and buy online -- Art of the keyword -- Keyword alignment on the path to purchase -- Keyword discovery process -- Grouping and themeing to complete the keyword list -- Location, location, location -- Seasonality -- Writing your ad text -- After the click -- Bidding and budgeting -- Account deployment -- Care and feeding of your search engine marketing campaign -- Hiring help -- SEO - search engine optimization.