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

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Truth 3. Search: Beyond the “new Yellow Pages”

Initially marketers thought of the search engines and advertising in search as a replacement for the Yellow Pages (either online or off). But search is much more than an online Yellow Pages substitute. There’s a media revolution underway, and it will be powered by the search networks. Google has been testing the willingness of marketers to purchase newspaper, magazine, radio, and TV advertising, with Google acting as the broker, trafficker, and in the case of the test print ads, the production agency producing the layouts.

Would you buy additional advertising types from Google other than search? Chances are you already are. Google has a huge contextual network up and running on Blogger, ...

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