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The Truth about Pay-Per-Click Search Advertising
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Table of Contents

Part I - The Truth About Why You Need Paid Placement SEM Part II - The Truth About The History of Paid Search Part III - The Truth About Google Yahoo and Microsoft Part IV - The Truth About Customer Acquisition, ROI, Profit and ROAS Part V - The Truth About Branding and Search Part VII - The Truth About Best Practices Part VIII - The Truth About Optimizing Your Bids Part VIII: The Truth About Landing Pages Part IX - The Truth About Second Tier Engines & Non-Search Keyword-Targeted Media Part XIII - Addendum A. Online Resources B. Glossary of Terms C. Useful Statistics

About the Author

Kevin Lee is Co-Founder & Executive Chairman, of Didit, a top paid search technology company and services provider which manages hundreds of millions of dollars of PPC spending. Lee founded Didit in 1996 and led the creation of its proprietary Maestro search campaign technology, now used by major marketers and agencies worldwide. His Paid Search Strategies column for ClickZ is read by thousands. A founding board member of the Search Engine Marketing Professional Organization) and its first elected Chairman, Lee is quoted regularly in media ranging from The Wall Street Journal toUSA Today and CNET. He has presented to thousands of marketers at 200+ industry events.

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