EVR's Big Book of Digital Marketing: Paid Search
Here's the skinny: paid search
Paid search placements can help your business climb to the top of search results, even while you are still building organic rankings. So, if you aren’t thinking about utilizing pay-per-click, or PPC, advertising to help grow your business’s online footprint or drive traffic to your brick-and-mortar location, you should be.
This EVR guide identifies what paid search advertising is, how to set up a campaign and how to most effectively incorporate it into your marketing strategy.