Book IV
Online Advertising and Pay Per Click
Book IV
Online Advertising and Pay Per Click
Contents at a Glance
Chapter 1: Grasping PPC Methods
Seeing How Pay Per Click Works
Knowing How Search Engines Determine Relevancy
Figuring Out Whether You Need PPC
Chapter 2: Combining PPC and Search Engines
Chapter 3: Making Keyword Lists That Sell
Organizing Keywords in Ad Groups
Segmenting Keyword Lists by Destination URLs
Using Advanced Keyword Targeting in MSN adCenter
Chapter 4: Writing Ads That Earn Clicks and Pay You Back
Determining When to Change an Ad
Chapter 5: Budgeting and Bidding on Keywords
Entering Your Budget in the Top Two Search Engines
Chapter 6: Legally Speaking: PPC and the Law
Understanding Editorial Guidelines
Chapter 7: Using Tools, Tips, and Tricks of the Trade
Understanding Demographic Bidding