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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

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Chapter 1Search Engine Advertising Overview

Although you are likely familiar with search engine advertising, the true power of paid search advertising may not have become apparent to you yet. This overview will provide you with an understanding of the fundamentals of search engine marketing, setting the stage for you to tap this important source of potential customers. Depending on your level of experience with search engine advertising, this overview may also bring to light important nuances and strategic drivers that relate to your business and your campaign.

Customers Raise Their Hands

Search engine marketing (SEM) has rapidly become the foundation of any interactive marketing or media plan. Consumers and prospects are in lean-forward mode, ...

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