11. Creating an Online Advertising Plan and Determining Your AdWords Budget

The first section of this book dealt with pay-per-click advertising from the website publisher’s point of view, as a source of revenue. The second section of this book looks at PPC advertising from the advertiser’s point of view, as a way of advertising your website, product, service, or brand.

If you run a website or blog, there are many ways to draw traffic to your site. You can optimize your site so that it ranks higher in Google search results; you can conduct email campaigns; you can roll out the public relations apparatus; and you can advertise.

When it comes to this last approach, there are many different types of advertising you can do, from display ads to video ...

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