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Using Google™ AdWords and AdSense by Michael Miller

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18. Combining PPC Advertising with Search Engine Marketing

For most websites, PPC advertising is just part of a larger, more involved online marketing effort. This online marketing most often includes search engine marketing—the act of promoting your website by seeking higher placement on search engine results pages.

That’s higher placement for your web pages, not for your ads. Search engine marketing is not advertising; there are no ads or clicks to buy. Instead, search engine marketing concerns itself with organic search results—which you can improve by optimizing your site for search.

Understanding Search Engine Marketing

Search engine marketing is different from most types of marketing you’re probably familiar with. It’s all about increasing ...

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