The authors offer a total overview of the PPC process with guidance and advice that will be useful and practical.There is an abundance of information to sift through, so take your time and absorb.

Many aspects are discussed in a way that even the neophyte will understand it. My experience being with in fraud detection, I read their description of the problem with great interest. I would have loved to see more emphasis on click validity, impression fraud and other recent aspects of click fraud. The material was not very deep but then it's still a very good introduction for the non-expert.

I bought this book as a psychologist wanting to build my web site visibility in the city and region where I practice. I hoped not to be bogged down by technical jargon and buried under laborious writing. You can imagine my delight when I found that Boris and Eugene Mordkovich were leading me through the field of seach engine marketing with a fast-paced narrative that made learning effortless, even exciting. And the result? By the time I finished the book, I had fashioned a pay-per-click contract that made my web site appear overnight as number one in twenty search engines. Perhaps it will work as well for you.

In the Internet Marketing world, things evolve all the time. Search Engines change their algorithms and criteria and users must adapt if they don't want to get their sites to sink in a sea of millions of other web destinations. Therefore, it pays to be informed about the latest trends and options available to make the most of this dynamic world. Boris Mordkovich presents a book that takes the spot as the most comprehensive and informative book on the topic of paid web advertising campaigns from the classic by Catherine Seda, "Search Engine Advertising". Though that book is even referenced by Mr. Mordkovich as a recommended reading (indeed it's very good), the insights, stats and recommendations provided in "Pay-per-click Search Engine Marketing Handbook" are more current and also cater to an audience with more limited pockets, to allow them to make the most of their marketing budgets. An example of this is the chapter he devotes to the very critical issue of click-fraud, its detection and combat.

As an online marketer with more than four years of experience in the area, I highly recommend this book.