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

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Chapter 7. Month 4—Advertise on the Google Content Network

Advertising on the Google Content Network enables you to reach a huge number of Internet users. There are literally billions of ad impressions to be had on the Google Content Network every day, and click traffic typically comes at a deep discount when compared with search costs on a per-click basis.

But tapping into this huge network requires specific best practices and techniques that are often counterintuitive to pay-per-click (PPC) advertisers who are accustomed to thinking in terms of ads displayed as the result of search engine searches. In this chapter, you are going to concentrate on best practices for building, measuring, and optimizing content network ad campaigns.

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