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Pay-Per-Click Search Engine Marketing: An Hour a Day by Joseph Kerschbaum, David Szetela

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Chapter 1. The Art and Science of PPC Advertising

Although pay-per-click (PPC) advertising is a thoroughly modern endeavor, its foundations in direct-response advertising have been studied and refined for almost a century. In this chapter, you'll start on your journey to expertise by taking a look at the core scientific advertising principles common to all direct-response marketing, explore the basic elements of every successful PPC campaign, and examine some of the interesting uses of PPC and the current state of the market.

Chapter Contents

  • PPC and Direct Advertising Fundamentals

  • Components of a Successful PPC Campaign

  • PPC Campaign Uses

  • The Science of PPC

  • The Art of PPC

  • State of the PPC Industry

PPC and Direct Advertising Fundamentals

Succeeding at PPC ...

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