Pay-per-click (PPC) advertising allows businesses to target their audiences precisely through keywords people type into a search engine which means businesses only pay when people click on a link in their ad. Growing advertising revenue from PPC (which is now the largest segment of the online advertising market - with a 30 percent annual growth rate) is behind the recent success of Google. This book, which is scheduled for release on December 26th, 2005 demystifies the sometimes confusing world of PPC and shows businesses how to maximize returns on PPC advertising. Topics covered include selecting among PPC providers (Google, Yahoo!, and MSN as well as lesser-known names such as Miva, 7Search, Enhance, and Kanoodle), choosing the right keywords, writing effective ads, calculating return on investment, using PPC click tracing and conversion tracking tools, watching for click fraud, and harnessing advanced PPC techniques.

Pay Per Click Search Engine Marketing For Dummies