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This 190+ page book is widely considered the definitive handbook on Search Engine Marketing. In it, Pay Per Click (PPC) advertising pioneers Boris and Eugene Mordkovich share their knowledge from the most basic "Pay Per Click 101" information (like how Pay-Per-Click works; why it is so extraordinarily effective; how to craft an ad campaign that generates sales; and how to know what works, and what doesn’t) to the most advanced PPC strategies being used today, including contextual advertising, localized search, and click fraud.
Posted July 8, 2005
After completing this book written by the brothers Mordkovich, I have come away with a complete understanding of the PPC (pay per click) industry and the many pitfalls and problems that businesses face in promoting their web sites through this venue. This book steers you in the right direction regarding your campaign after giving a comprehensive overview of the industry and how to go about setting up your ad campaign. The chapter on 'click fraud' alone gives a sobering look at the challenges that the PPC industry faces and does not try to 'sugar coat' the truth about where the industry is headed. Without hesitation I highly recommened this book if you would like a complete education on the PPC industry, setting up an ad campaign and avoiding the most common mistakes made. An absolute must have for any online business that advertises!Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.