In This Chapter
Understanding the value of paid search
Integrating SEO and PPC
Getting more market coverage with SEO and PPC
Building your brand through PPC
Increasing your traffic with PPC
Running seasonal campaigns for maximum return on investment
Paid search marketing (placing ads on a search engine results page, or SERP) and search engine optimization (SEO) are two different things, but they can work together, hand in hand. SEO focuses on moving your Web pages up in the organic search results, which are the Web pages that the search engine finds most naturally relevant to a user's search terms. The goal of SEO is to make your Web pages appear on the search results pages for certain search terms, so you can attract the right kind of people to your site. But there's another, quicker way to get your listing on a search results page: You can buy an ad.
In this chapter, you discover how to use paid search ads to your advantage. You find out how to use them as a shortcut to get placed in the search engines. You also discover how they can assist your SEO efforts by letting you test keywords (the search terms your Web page is most relevant to) on a trial basis. It takes time and effort to make a Web page support a certain keyword strongly enough that the search engines recognize that page and bring it up in the rankings. Paid search marketing lets you "try out" a keyword first to make sure it's worth the work.
In this chapter, we use a different ...