Chapter 23. Integrating Pay-Per-Click Advertising into Your Plan

In This Chapter

  • Understanding how pay-per-click advertising works

  • Comparing the PPC ad networks

  • Launching a PPC campaign

  • Integrating PPC advertising with search engine marketing

Improving your ranking in a search engine’s search results isn’t the only way to reach the millions of potential customers who use search engines each day. You can also purchase ad space on the search results pages—text ads that look a lot like the organic search results.

This type of advertising is called pay-per-click (PPC) advertising, because the advertiser pays whenever a customer clicks on the link in the ad. The ads themselves appear on search pages for particular keyword queries; the advertiser “buys” that ...

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