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

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Chapter 2. How the PPC Machine Works

This book teaches you how to create tightly focused, well-structured pay-per-click (PPC) campaigns. You will learn how to write unique, action-oriented PPC ads. You will also learn how to optimize, refine, and improve the results generated by your campaign. Actually, it's almost impossible to list everything you're going to learn from this book, but we need to start with the fundamentals. In this chapter, we discuss the top-level mechanics of the PPC machine. We cover how PPC advertisements appear on search engine results pages (SERPs), as well as how Sponsored by Google ads appear on various websites throughout the Internet.

Chapter Contents

  • Think Like a Search Engine

  • How and Where Ads Appear on SERPs

  • How Ads ...

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