Overview

“A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do!” —Danny Sullivan, Editor SearchEngineWatch.com Nothing delivers high-quality traffic like the search engines, but if you’re not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program. Key features in this book include learning how to: • Buy top positions on the major search engines profitably • Transform poor ad copy into ads that deliver results • Increase visitor-to-buyer conversions • Begin paid search advertising now, even if you’re a novice • Use advanced techniques to evaluate and improve your results • Leverage successes from Google into Yahoo, Microsoft, and more • Leave the unprofitable clicks to your competition while grabbing the most profitable ones

Full Product Details

Author:   Kevin Lee ,  Catherine Seda
Publisher:   Pearson Education (US)
Imprint:   New Riders Publishing
Edition:   2nd edition
Dimensions:   Width: 18.10cm , Height: 1.50cm , Length: 22.80cm
Weight:   0.458kg
ISBN:  

9780321495990

ISBN 10:   0321495993
Pages:   288
Publication Date:   27 May 2009
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Introduction Part I Paid Search Fundamentals Chapter 1 Search Engine Advertising Overview Chapter 2 The Engines: Google, Yahoo, Microsoft, and Beyond Chapter 3 Essential Pre-Planning Chapter 4 Marketing Campaign Foundation Part II Planning a Successful PPC Campaign Strategy Chapter 5 Direct Response and Branding Metrics Chapter 6 Campaign Setup: Structuring Your Listings Chapter 7 Campaign Setup: Keywords Chapter 8 Campaign Setup: Titles and Descriptions Chapter 9 Campaign Setup: Conversion Pages, Bids, and Budgets Chapter 10 Going Live Chapter 11 Campaign Management, Bids, Technology, Agencies, In-House or Blended Part III Beyond the Big Three Engines Chapter 12 Additional Search Traffic Sources Chapter 13 Contextual Keyword Targeting Chapter 14 Extending Search with Behavior Appendix More Than Just a Glossary Index

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Author Information

Catherine Seda, Internet marketing strategist,has helped companies leverage the Internet as a marketing tool since 1995. She is currently an Entrepreneur magazine columnist and eBay University instructor. She is also author of the best-selling book How to Win Sales & Influence Spiders: Booting Your Business & Buzz on the Web and, as one of the leading experts on search marketing, has been quoted in eWeek.com, C/Net News, The E-Commerce Times, The NonProfit Times, and other publications. Catherine believes red meat is one of the four basic food groups. Carnivores and vegetarians alike are invited to check out her Web site for free articles and her e-zine.

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