Chapter 3
Exploiting Pay Per Click Lessons Learned
IN THIS CHAPTER
Analyzing pay per click campaigns
Testing keywords through pay per click ads
Building your brand with pay per click ads
Eliminating low click-through keywords
Overlapping paid ads with organic ranking to reduce costs
Buying pay per click ads can be a useful part of your overall search engine optimization strategy. Pay per click ads are paid ads that appear in a Sponsored Links section on a search results page (the site owners have negotiated with the search engine to display the search results page when a user searches for certain keywords). Pay per click ads can complement the work you’re doing to move your listing up in the organic results (the normal search results). And because it’s relatively fast to set up pay per click ads, they can be an easy way to jump-start your website’s performance in search results.
To buy a pay per click ad, go to the chosen search engine’s paid search website (we cover these sites ...
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