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Download full textMiko, John S. – Information Systems Education Journal, 2014
Search marketing is the process of utilizing search engines to drive traffic to a Web site through both paid and unpaid efforts. One potential paid component of a search marketing strategy is the use of a pay-per-click (PPC) advertising campaign in which advertisers pay search engine hosts only when their advertisement is clicked. This paper…
Descriptors: Marketing, Search Engines, Web Sites, Advertising
