PART IPaid Search Fundamentals
Chapter 1 Search Engine Advertising Overview
Chapter 2 The Engines: Google, Yahoo, Microsoft, and Beyond
Chapter 3 Essential Pre-Planning
Chapter 4 Marketing Campaign Foundation
Part IIntroduction
According to a late-2008 Microsoft adCenter study of 400 small business owners, “7 in 10 small-business owners who participated revealed that they would rather try to do their own taxes than start a paid search marketing campaign.” So, topics that a search engine marketing professional considers to be “fundamental” may in fact be sophisticated and daunting to many. Therefore, I’ve allocated a significant level of coverage in this book to paid search fundamentals. My objective is to put you at ease with search engine advertising ...
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