All these choices, and the technology itself, can be confusing and overwhelming. In traditional Dummies style, the book helps readers maximize this important technology service. Part I discusses preparing your company's PPC campaign, including deciding how to select the different forms of PPC advertising; selecting the right PPC keywords; calculating your return on investment (ROI); and writing PPC ads. Part II explains how to use the various PPC systems (e.g., Yahoo! Precision Match, Google AdWords, and MSN AdCenter and the smaller players, such as FindWhat, Enhance, and Kanoodle). Part III covers managing the PPC campaign with coverage of bid management PPC tools; click tracking and conversion tracking PPC tools; and watching for click fraud. Part IV covers advanced PPC with coverage of working with PPC consultants; future developments in PPC, such as Pay Per Call, which will allow businesses without Web sites to buy phone calls resulting from search ads; and how to make money selling clicks.