Econsultancy econsultancy_xml <h2>About this Guide</h2> <p> This guide aims to be the first step in a journey that will see you <strong>become a fully-fledged expert in paid search marketing </strong> – one of the central tools companies need to become successful online. </p><p> You can use the guide to discover <strong>what paid search is all about</strong>: 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 <strong>jumping-off point</strong>. Other reports we have published go into much more detail about all these things. </p><h2>Contents</h2><ul> <li>What is this report and who is it for? </li> <li>What is a search engine?</li> <li>Why do people use search engines? </li> <li>What is search engine marketing? </li> <li>What is paid search marketing?</li> <li>Which is better? Paid or organic search?</li> <li>The basics – how does paid search work?</li> <li>Why does paid search matter?</li> <li>Why should I bother with paid search?</li> <li>What kind of results can I expect from paid search?</li> <li>Who manages paid search?</li> <li>Where do I start with paid search?</li> <li>Further reading</li> </ul> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"><Subhead>About this Guide</Subhead> <Paragraph></Paragraph> This guide aims to be the first step in a journey that will see you <Emphasis>become a fully-fledged expert in paid search marketing </Emphasis> – one of the central tools companies need to become successful online. <Paragraph></Paragraph> You can use the guide to discover <Emphasis>what paid search is all about</Emphasis>: 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 <Emphasis>jumping-off point</Emphasis>. Other reports we have published go into much more detail about all these things. <Paragraph></Paragraph> <Subhead>Contents</Subhead><Paragraph></Paragraph> <List> <ListItem>What is this report and who is it for? </ListItem> <ListItem>What is a search engine?</ListItem> <ListItem>Why do people use search engines? </ListItem> <ListItem>What is search engine marketing? </ListItem> <ListItem>What is paid search marketing?</ListItem> <ListItem>Which is better? Paid or organic search?</ListItem> <ListItem>The basics – how does paid search work?</ListItem> <ListItem>Why does paid search matter?</ListItem> <ListItem>Why should I bother with paid search?</ListItem> <ListItem>What kind of results can I expect from paid search?</ListItem> <ListItem>Who manages paid search?</ListItem> <ListItem>Where do I start with paid search?</ListItem> <ListItem>Further reading</ListItem> </List></FormattedContent> 2008-04-21T00:00:00+01:00 2 <p>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. </p> 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. false 602 4238 paid-search-marketing-ppc-beginners-guide 99408 Paid Search Marketing: A Beginner's Guide 1 10 false 2008-04-20T22:00:00+01:00 12 paid-search-marketing-a-beginner-s-guide 2009-08-13T15:14:19+01:00