Book description
Paid search has grown and changed dramatically since it first exploded onto the marketing scene in 1997. Paid search is more complex now – but it offers businesses far more profit opportunities than ever before. In this concise eBook, renowned paid search expert Melanie Mitchell brings together all the processes, knowledge, and tools you need to build and manage paid search campaigns that deliver exceptional results. Mitchell first explains how well-crafted paid search campaigns can help you lead the conversation in your marketplace, extend and deepen your coverage, and more precisely target and measure your marketing program. Next, she guides you through the entire process of building and executing a winning campaign: defining goals and objectives, selecting keywords and match types, structuring accounts, scoring quality, managing ad copy, optimizing landing pages, monitoring, reporting, and more. Drawing on immense “in the trenches” experience, she presents specific best practices for everything from ensuring copy relevance to de-duping keywords, updating landing pages to pacing your expenditures. Along the way, she also reveals pitfalls that can increase your costs or even take your campaign offline, and shows exactly how to avoid them. Whether you’re already a search professional or you’re building your very first paid search campaign, this eBook will help you drive more clickthroughs, convert more prospects into sales, and earn more profits!
Table of contents
- Title Page
- Copyright Page
-
Unleash the Power of Paid Search
- What Is SEM, PPC & CPC?
- What are the benefits of Paid Search Marketing?
- Where Do You Start?
- What are the Key Components of Search Campaign Management?
- Account Structure
- Keyword Match Types
- Quality Score Considerations
- Ad Copy Management
- Landing Page Optimization
- Monitoring and Optimizing
- Reporting
- Final thoughts
- Practical Social Marketing Tips to Make More Money
Product information
- Title: Unleash the Power of Paid Search
- Author(s):
- Release date: March 2012
- Publisher(s): Pearson
- ISBN: 9780133037562
You might also like
book
Excel® 2013 On Demand
Excel 2013 On Demand is built from the ground up for today's beginning-to-intermediate-level Exceluser. Like every …
book
The Ultimate Web Marketing Guide
EVERYTHING YOU NEED TO KNOW ABOUT WEB, MOBILE, & SOCIAL MARKETING! Your expert, up-to-the-minute, A-Z reference …
book
Easy Office 2016
Easy Office 2016 See it done. do it yourself. It’s that Easy! Easy Office 2016 teaches …
book
Mobile Marketing: Finding Your Customers No Matter Where They Are
Mobile Marketing Finding Your Customers No Matter Where They Are Use Mobile Marketing to Supercharge Brands, …