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Search Engine Optimization All-in-One For Dummies®, 2nd Edition by Susan Esparza, Bruce Clay

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Chapter 3: Exploiting Pay Per Click Lessons Learned

In This Chapter

check.png Analyzing pay per click campaigns

check.png Testing keywords through pay per click ads

check.png Building your brand with pay per click ads

check.png Eliminating low click-through keywords

check.png Overlapping paid ads with organic ranking to reduce costs

Buying pay per click ads can be a useful part of your overall search engine optimization strategy. Pay per click ads are paid ads that appear in a Sponsored Links section on a search results page (the site owners have negotiated with the search engine to display the search results page when a user searches for certain keywords). Pay per click ads can complement the work you’re doing to move your listing up in the organic results (the normal search results). And because it’s relatively fast to set up pay per click ads, they can be an easy way to jumpstart your web site’s performance in search results.

To buy a pay per click ad, go to the chosen search engine’s paid search web site (we cover these sites ...

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