Book description
“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
Table of contents
- Title Page
- Copyright Page
- Dedications
- Acknowledgments
- About the Authors
- Authors’ Notes
- Contributors
- Contents
- Foreword
- Introduction
- PART I. Paid Search Fundamentals
-
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
- Appendix
- Index
Product information
- Title: Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition
- Author(s):
- Release date: May 2009
- Publisher(s): New Riders
- ISBN: None
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