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Pay Per Click Search Engine Marketing for Dummies

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Table of Contents

Introduction. Part I. Preparing for Your Campaign. Chapter 1. Introducing Pay Per Click Advertising. Chapter 2. The Different Forms of PPC. Chapter 3. Calculating ROI (Return of Investment). Chapter 4. Selecting Keywords. Chapter 5. Creating Landing Pages. Chapter 6. Finding the Right Words for Your Ad. Chapter 7. Bidding on Keywords. Part II. Using the PPC Systems. Chapter 8. Working with Yahoo! Sponsored Search. Chapter 9. Buying Traffic from Google AdWords. Chapter 10. Harnessing MSN Keywords. Chapter 11. Using the Second-and Third-Tier PPC Systems. Chapter 12. Using Geo-Targeting. Chapter 13. Working with Content or Contextual Placement. Chapter 14. Other PPC Services - Shopping Directories, Yellow Pages, and More. Part III. Managing Your Campaign. Chapter 15. Using Click Tracking and Conversion Tracking Tools. Chapter 16. Working with Bid-Management Tools. Chapter 17. Avoiding Click Fraud. Part IV. The Part of Tens. Chapter 18. Ten Ways to Make Money Selling Clicks. Chapter 19. Ten Ways to Stay Up-to-Date and Track Down the Details.. Index.

About the Author

Peter Kent (Denver, CO) is currently an e-commerce consultant who specializes in search-engine optimization, including Pay Per Click technology. He has carried out search engine and pay per click campaigns. He is the former Vice President of Marketing at Indigio, a Web applications developer, where he worked on search engine optimization. He has worked online since 1984; written about the Internet since 1993; and authored many Internet-related books, periodical articles, and columns. His Geek News column ran in two Colorado newspapers. He founded the e-business service provider,, and is the author of Search Engine Optimization FD. He will promote this book on his site at

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