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Googlepedia: The Ultimate Google Resource, Third Edition
book

Googlepedia: The Ultimate Google Resource, Third Edition

by Michael Miller
October 2008
Beginner to intermediate content levelBeginner to intermediate
744 pages
17h 10m
English
Que
Content preview from Googlepedia: The Ultimate Google Resource, Third Edition

How Pay-Per-Click Advertising Works

Pay-per-click advertising isn’t like traditional display advertising. PPC advertising doesn’t buy discrete space on a given web page, nor does it allow for graphics-intensive advertisements. Instead, it’s all about getting a text ad onto a specific search results page.

Purchasing Keywords

A PPC advertiser purchases a particular keyword or phrase from the AdWords ad network. More precisely, the advertiser purchases ad space that appears on Google’s search results pages and other websites that relate to the keywords in question. The advertiser’s text ad is linked to that keyword in two different ways.

First, when a user enters a query on Google’s search site, the advertiser’s ad is displayed on ...

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Publisher Resources

ISBN: 9780768686746Purchase book