Introduction -- About the author -- The basics -- First things first -- How people search, shop, and buy online -- The art of the keyword -- Keyword alignment on the path to purchase -- The 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 -- The care and feeding of your search engine marketing campaign -- Hiring help -- SEO-search engine optimization.