Pay-Per-Click Search Engine Marketing Handbook

You’ve got products. You’ve got a website. You’re ready to do business online. Now how do you attract new customers? You’ll find the answers in this book. In it search engine advertising pioneers Boris and Eugene Mordkovich share their knowledge from the most basic information explaining how Pay-Per-Click works to why it is so extraordinarily effective as well as offer detailed information on how to design a successful campaign how to test concepts determine what works and fine-tune your campaigns to maximize the Return on Investment (ROI). It also delves into more advanced topics affecting advertisers today including contextual advertising (getting your website listed on thousands of websites without paying a penny) localized search (targeting a specific local area through search engines) and click fraud (how to protect yourself against it). The book also offers tips techniques and ideas contributed by 14 top experts in the industry.