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.
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
Succeeding at PPC ...