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Guru Speak: The Science of Search Engine Marketing (Pay-Per-Click)

You are used to seeing Google ads on most websites (including this one) but ever wondered what goes on behind the scenes ?

How do these "Search Engine Marketing" companies shortlist search keywords and phrases for? How do they decide if they are being charged the right cost-per-click amount? Why is Adwords more popular among advertisers than Yahoo Panorama or MSN adCenter? Are Google acquisitions good for the advertising industry?

You will get answers to these questions and more in this very-very useful video interview of Jeff Figueiredo, an SEM guru by Robert Scoble on Scobleshow. This video will get all your basics right about PPC, SEM and how advertisers get the keyword data from Google Analytics and ISPs.

[Do not confuse SEM with SEO - the former is about getting targeted online advertising on search engines while the latter is related to improving your site's natural ranking in organic search results.]