The truth about pay-per-click search advertising.
Lee, Kevin.
Financial Times Prentice Hall
2009
220 pages
$18.99
Paperback
HF6146
Lee, an expert in search engine marketing (SEM), offers pithy “truths,” each about 2-4 pages long, explaining the workings of pay-per-click (PPC) search media, arranged in sections on topics such as Google and Yahoo!, branding and search, technology and analytics, second-tier engines, and best practices. A final section looks at the future of keyword-targeted media. The reader friendly layout includes checklists, key points, and quotes. Portions of the book originally appeared as columns written by Lee and published by Incisive Media’s The ClickZ Network. The book is targeted toward chief marketing officers, small business owners, and marketing agencies.
([c]2009 Book News, Inc., Portland, OR)
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