Read it for
- Paid search
- Display advertising
- Publisher monetisation
What this book covers
Harold Davis and David Iwanow discuss both promoting a website and generating advertising income from one. That mixed remit matters when choosing a PPC reference: only part of the book addresses campaign buying. For an agency, use the contents to select the relevant material and treat its platform instructions as historical.
Bring it to your work
Separate the advertiser and publisher objectives in a diagram of one display campaign. This is a PMC editorial prompt.
Reading context
2009 second edition, including discontinued products. AdSense material concerns publisher revenue. Binding and original publication date are not asserted.
About this reading guide
This guide draws on the source description, contents or sample identified in the edition notes. No external review is cited for this listing.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
Advanced Google AdWords →
Choose this for a more concentrated historical study of managing paid-search campaigns.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Edition 2; binding unverified
- Format
- Not established
- Reference edition date
- November 2009
- ISBN-13
- 9780596805432
Publisher description and contents reviewed. Sources checked . Book not read in full.
Access: See the publisher or author for available formats and prices. Public samples are linked where checked.
2009 second edition, including discontinued products. AdSense material concerns publisher revenue. Binding and original publication date are not asserted.
Applications, priorities and coverage depth are editorial judgments. Book not read in full.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
Take the idea off the page.
Where do inventory-owner and advertiser incentives diverge?
Talk with the collective
