Welcome to Pay Per Click Search Engine Marketing For Dummies. If you’re reading this book, you’ve undoubtedly heard all the talk about Pay Per Click, advertising for the masses. Anyone with a credit card and a Web site . . . wait, no, you don’t even need a Web site anymore. . . . Anyone with just a credit card can place ads on major search engines and major content Web sites with just a few minutes’ work. You’ve probably heard how simple Pay Per Click (or PPC, as we insiders know it) really is. But if that’s the case, how have I managed to fill an entire book on the subject?
Well, as is almost always the case, things aren’t as simple as they appear. Getting started with PPC is very easy; what takes a bit more time and understanding is getting started and making it work. I know companies that are doing very well with PPC advertising one company that even spends $2 million on PPC ads every month. I also know companies that are losing money with their PPC ads.
Making a PPC campaign work takes some brains, and although this is the For Dummies book series, the publishers of this series have always believed they were publishing for smart people; it’s just that, at the point of picking up the book for the first time, those people don’t feel so smart about the subject. In fact, they feel a little lost. They want the straight dope, and they want it fast, in an easy-to-digest format. That’s just what you get with this book. By the time you finish this book, you’ll be no dummy in the PPC world. You’ll have a good idea of where to begin and where to go.
