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.

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?
• Where do I start with paid search?