Pay-per-click (PPC), or paid search, is the fastest growing form of online advertising.

PPC enables the smallest of businesses to advertise online, while at the same time delivering impressive levels of ROI for large clients such as BT, Dell and Opodo.

In 2003, paid-for search listings accounted for 36% of the UK online advertising market (second only to banner advertising), according to research by the IAB and PricewaterhouseCoopers.

Some analysts are predicting 70% annual growth in the UK PPC market this year, taking its value to over £70 million. Google's IPO, Yahoo!'s acquisition of Overture & Inktomi, and MSN's much-talked-about plans to unveil new search services have all focused attention on the benefits of pay-per-click.

This evening seminar goes beyond the basics to provide a comprehensive guide to building and managing successful pay-per-click campaigns, from choosing and bidding for keywords to writing effective copy and integrating PPC with a wider campaign.

Topics include:

• Managing your campaign
• Bidding strategy
• Effective keyword selection
• Paid search as part of a wider, integrated campaign
• Copywriting - maximising the impact of that 25-character headline
• Tools and automation
• Future developments

Speakers include:

Mike Teasdale, Creative Partner, Harvest Digital (www.harvestdigital.com)
Mike Teasdale is Creative Partner at Harvest Digital, a specialist online marketing agency. Harvest Digital helps clients to exploit online marketing opportunities, including email, online advertising, search engine optimisation, microsites and tracking/reporting. Current clients include Tesco Personal Finance, Monster, Norwich Union and the BBC World Service. As Creative Partner, Mike is responsible for all aspects of the creative product including copy, design and overall creative strategy. Before Harvest Digital, he worked as a consultant with Answerthink (www.answerthink.com), where he developed online marketing strategy for clients like IBM Global Services, Shell and Abbey National. He started his career as a copywriter in the direct marketing industry, winning numerous creative awards with WWAV Rapp Collins. In 1995 he co-founded one of the first new media agencies in London, Tequila Digital where he developed web projects for Motorola, Michelin, IBM, the BBC and many others. Mike makes regular contributions to Internet publications and industry groups. He has a BA and MA in English Literature from Leeds University and is a visiting lecturer at the University of Westminster.