About this Guide
This guide aims to be the first step in a journey that will see you become a fully-fledged expert in paid search marketing – one of the central tools companies need to become successful online.
You can use the guide to discover what paid search is all about: how it works, how to manage it, what pitfalls you need to avoid and why an investment in it can be a very smart move. But view it as a jumping-off point. Other reports we have published go into much more detail about all these things.
Contents
- What is this report and who is it for?
- What is a search engine?
- Why do people use search engines?
- What is search engine marketing?
- What is paid search marketing?
- Which is better? Paid or organic search?
- The basics – how does paid search work?
- Why does paid search matter?
- Why should I bother with paid search?
- What kind of results can I expect from paid search?
- Who manages paid search?
- Where do I start with paid search?
- Further reading
Paid Search Marketing Beginner's Guide