Chapter 1: Discovering Paid Search Marketing

In This Chapter

check.png Understanding the value of paid search

check.png Integrating SEO and PPC

check.png Getting more market coverage with SEO and PPC

check.png Building your brand through PPC

check.png Increasing your traffic with PPC

check.png 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 ...

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