What you’ll find in this chapter:
• Bidding on keywords
• Making pay-per-click work for your business
• Maximizing your ad content
• Making the right impression
• Target, then retarget
• PR vs. online wire services
To pay or not to pay—that is the question when it comes to search. Organic search may deliver 20 to 30 times the number of visitors as paid search (according to Google), but organic visitors view only half as many pages and have twice the bounce rate.1 Translation: unpaid search delivers higher ...