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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 2: Combining PPC and Search Engines

In This Chapter

check.png Choosing which search engines to use

check.png Setting up a Google AdWords account

check.png Setting up an MSN adCenter account

Not all search engines have a pay-per-click (PPC) platform to display ads with their search results. Some search engines have partnerships with larger search engines such as Google and Bing — both of which have their own PPC services — to show their ads on those engines, thereby generating revenue for the partners to split.

Before you start investigating smaller search engines, be sure that you’ve evaluated Google and Bing to see whether those search engines alone can meet your advertising needs. This chapter shows you how to set up an account in each of those search engines, expand that account, and adjust its settings to suit your preferences.

Selecting a PPC Search Engine

Before you bring out the credit card and keyword list, you want to make sure that you’ve done your homework when it comes to selecting a search engine’s PPC platform. Although the search engines may seem to be pretty similar, they differ on some big points. Also, depending on the industry or field that you’re advertising for, one engine could ...

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