* Pay-per-click (PPC) advertising allows businesses to target their audiences precisely through keywords people type into a search engine; businesses only pay w... » 

* Pay-per-click (PPC) advertising allows businesses to target their audiences precisely through keywords people type into a search engine; 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 and Yahoo!; Microsoft recently entered the market with its own PPC service, MSN AdCenter
* This book 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 FindWhat, 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 «