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This note provides a primer on paid search advertising, which is an important component of digital marketing. The mechanics of paid search is explained using the Google search engine platform. The note covers metrics for evaluating the performance of paid search, the strategic objective of paid search, the relationship between customer lifetime value and search ads, how to overcome sparse data problems using keyword clouds, and the nature of Google AdWords's enhanced campaigns.
To understand the mechanics of paid search advertising. To know how to connect the strategic objective of a firm to paid search advertising. To learn the metrics used to evaluate paid search advertising. To gain exposure to latest trends in paid search advertising across platforms.