I was reading about the Gutenberg Bible the other day. I was lucky enough to see this when I was very young as Eton possesses a copy, just one of only twenty-one in the world. The Gutenberg Bible was first printed book in the Western World and as such has a special place in history as it transformed the way information is shared, in the way that Google and the internet are transforming information in the world today.
No one knows how much these bibles are worth. The last one on the market sold at auction in 1978 for $2.2 million. So it was amusing to see the ads on Google for a search:
Low prices on The Gutenberg Bible are unlikely!
Both Amazon and Ebay regularly bid dynamically for search advertising for long tail keywords using adwords. They will be paying pennies per click for this advertising. This type of search advertising is as much brand advertising as search advertising. It’s an effective use of the media.
Amazon knows very well – as does anyone who is a affiliate of Amazon through Amazon Associates – that many people clicking a link in to Amazon for one product will often buy something else. The same is true on Ebay. A click on one of these links will not enable a purchase of a Gutenberg Bible, but will be a gateway for someone going shopping, maybe even for another book.
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