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How to Win Sales & Influence Spiders: Boosting Your Business & Buzz on the Web by Catherine Seda

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8. Maximizing Pay-Per-Click

Pay-per-click (PPC) is one of the fastest and most profitable ways of reaching a highly targeted audience online. It’ll also bleed you dry if you’re not paying attention.

Most search engines show organic listings and paid listings on the same results page. Paid listings are almost always on top. This is a benefit of being an advertiser; your ad is seen before the organic listings. This prioritization of ads shouldn’t be a surprise. After all, the search engines don’t make money off their free listings. (Well, they actually do if the top-ranked pages display their paid ads. More about that in the next chapter.)

Paid listings are typically PPC ads. In this program, you choose and bid on keywords relevant to your business. ...

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