A War of Keywords ; Online Advertising Helps Promote Maine, but It Isn't Always Clear Who Benefits Most.
Portland Press Herald › April 17, 2006
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Summary
Go on the Internet search engine Google some morning and type "Camden Maine." There's a good chance a page will open that's topped by two paid ads: a link for the Maine Office of Tourism, followed by The Hawthorn Inn.
Type the same search term late in the afternoon, and those links may have disappeared. On a recent afternoon, they were replaced by a link to maps of Camden.See the full content of this document
Extract
A War of Keywords ; Online Advertising Helps Promote Maine, but It Isn't Always Clear Who Benefits Most.
Far from random, this reshuffling of links is tied to a behind- the-scenes bidding war by advertisers and a ranking of relevant terms by Google. It's all part of "pay-per-click advertising," a sophisticated form of search engine marketing.
Pay-per-click is increasingly popular with the tourism industry, as the Internet becomes a dominant way for people to decide where to go and as business...See the full content of this document
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