Chapter 15. Pay-per-Click Advertising

The most popular type of web advertising today is pay-per-click (PPC) advertising. The typical PPC ad is a small text ad, placed contextually on a search results page or website with similar content. There are other types of PPC ads, of course; PPC merely explains the payment method, not the look or feel of the ad itself.

PPC ads are so prevalent because they’re fairly effective and definitely cost-effective, as you only pay when they’re clicked. As such, let’s take an in-depth look at PPC advertising, with a focus on the largest PPC ad networks.

Understanding Pay-per-Click and Contextual Advertising

If you’re in business selling baby clothing, you’d probably like your ads placed next to content about ...

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