• CPM vs. CPC: Understand the difference between cost per mil (CPM) and cost per click (CPC) advertising models.
• Goto/Overture: Recognize the impact of Goto's bidding model on search advertising.
• User Intent: Know why user search intent is crucial for effective advertising.
• Integration of Search Results: Be aware of how modern search engines integrate sponsored ads with algorithmic search results.
• Search Engine Marketing (SEM): Familiarize yourself with the profession focused on optimizing search advertising strategies.
• Click Spam: Understand the concept and implications of click spam in the context of search advertising.

Features Crawlers Must/Should Provide