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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 1. Paid placement search, supply, demand, and auctions

If you are a CMO (chief marketing officer), small business owner, agency, or in-house media planner/buyer, chances are you have already added or will soon add paid placement search engine marketing (SEM) to your online marketing plans. As someone who most likely has bought many forms of advertising and media in the past, you approach search marketing from a unique perspective, defining search visibility and the resulting pay-per-click traffic as media. It is critical, however, to understand some of the ways that Pay Per Click (PPC) search media is unique, particularly in comparison to other types of online media. The following issues are particularly important when planning ...

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