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In paid search advertising on the Internet, marketers can bid for search engines to serve their text ads in response to keyword searches that are either generic or branded. A generic keyword does not contain branded words, e.g., quot;Hotels LAquot;; a branded keyword does, e.g., quot;Hilton...
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In paid search advertising on Internet search engines, advertisers bid for specific keywords, e.g. quot;Rental Cars LAX,quot; to display a text ad in the sponsored section of the search results page. The advertiser is charged when a user clicks on the ad. Many of the keywords in paid search...
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