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

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Truth 32. PPC search: Create, influence, capture, and harvest demand

Search marketing has evolved, and the time is right for marketers to move beyond harvesting demand generated elsewhere by other media. Capturing and harvesting consumer or business demand already in play is easy and can be done passably using rudimentary web analytics or campaign management technology. Instead of being demand harvesters, marketers (those with brand budgets, in particular) must use search the same way they do other media: to influence consumers positively toward eventual purchase and create new demand for the brand and perhaps for their industry category as a whole.

Much of the traditional advertising we experience alerts us to a problem we didn’t know ...

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