September 2008
Intermediate to advanced
672 pages
21h 26m
English
book
Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site, Second Edition
by Mike Moran, Bill Hunt
Content preview from Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site, Second Edition
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Chapter 14 Optimize Your Paid Search Program
“Money is better than poverty, if only for financial reasons,” Woody Allen reminds us. So too, search marketers who are flush with cash have the advantage, but only if their money is spent wisely. We all know that a fool and his money are soon parted, but with paid search you might be shocked as to how quickly they are parted.
Paid search is deceptively simple in concept, yet never mastered. The paid search programs are constantly changing, and your competition is always on the move. However, you can succeed in paid search if you learn some basic principles and stick to them. We do not examine every tiny angle in each search engine—you can use the resources in Chapter 18, “What's Next?” to learn more. ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.