book

Web Marketing all-in-one for Dummies®

Name: Web Marketing all-in-one for Dummies®
ISBN: 9780470413982

by Ian Lurie, Elizabeth Marsten, Michael Becker, John Arnold, Marty Dickinson

March 2009

Beginner

936 pages

20h 52m

English

For Dummies

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Copyright
About the Authors
Authors' Acknowledgments
Publisher's Acknowledgments
Introduction
About This BookWhat's in This BookBook I: Web PresenceBook II: Search Engine OptimizationBook III: Web AnalyticsBook IV: Online Advertising and Pay Per ClickBook V: E-Mail MarketingBook VI: Blogging and PodcastingBook VII: Social Media MarketingBook VIII: Mobile MarketingIcons Used in This Book
I. Web Presence
1. Internet Business Basics
1.1. Understanding the Internet Marketing Process1.1.1. Step 1: Get in control1.1.2. Step 2: Establish your products and services for sale1.1.3. Step 3: Communicate your solution1.1.4. Step 4: Build traffic to your Web site1.1.5. Step 5: Become the recognized expert in your field1.1.6. Step 6: Create a virtual sales force1.1.7. Step 7: Power-partner with others for exponential sales growth1.1.8. Moving ahead with the process1.2. Planning Your Web Site Strategy1.2.1. Defining your target customers and competition1.2.2. Developing your Web site goals and budget1.2.2.1. Start with your financial goals1.2.2.2. Create traffic and conversion what-if scenarios1.2.2.3. Calculate how much to spend per visitor1.2.3. Knowing your limits
2. Making Money Online
2.1. Discovering the Ways to Make Money on the Internet2.1.1. Promoting affiliate products2.1.2. Monetizing traffic2.1.3. Selling your own products and services2.2. Assembling an Internet-Based Buying Process That Converts2.2.1. Defining the components of an online transaction2.2.1.1. The transaction page2.2.1.2. The merchant account2.2.1.3. The payment gateway2.2.2. Shopping cart setup secrets2.2.3. Answering important questions2.3. Doubling or Tripling Your New Customer Revenue2.3.1. Upselling2.3.2. Cross-selling2.3.3. Back-end selling2.4. Generating Traffic2.5. Creating Your Own Affiliate Program2.5.1. Setting up affiliate tracking2.5.2. Attracting affiliates2.5.3. Training affiliates2.6. Joint Venturing for Exponential Sales Growth2.6.1. Getting your facts straight2.6.2. Finding a joint venture host2.6.3. Presenting your plan2.6.3.1. Gather your presentation materials2.6.3.2. Explain your value
3. Designing to Sell
3.1. Branding Your Look3.1.1. Creating taglines and slogans3.1.2. Developing a branded logo3.1.3. Creating a consistent look with CSS3.2. Styling Text on the Web3.3. Using the Right Colors for Your Web Site3.3.1. Considering what colors convey3.3.2. Using Web-safe colors3.3.3. Combining colors for your Web site3.4. Adding High-Impact Photos3.5. Laying Out Content on Your Web Pages3.5.1. Evaluating layouts with a heat map application3.5.2. Using the upper-right quadrant (URQ)3.5.3. Inspiring action with the horizontal navigation bar3.5.4. Choosing scrolling over clicking3.5.5. Attracting attention with arrows, buttons, and more3.5.6. Promoting specials in the right column3.6. Completing the Web site Pre-Flight Checklist3.7. Designing for Optimum Usability3.7.1. Incorporating usability standards3.7.2. Testing live for usability
4. Creating and Connecting Multiple Web Sites
4.1. Choosing a Traditional Web Site4.1.1. Starting a traditional site from a design template4.1.2. Checking out template providers4.2. Creating a Blog4.2.1. Introducing blogging tools4.2.2. Setting up a WordPress blog4.3. Getting Specific with Mini-Sites4.4. Reaching for Traffic with Content Sites4.5. Asking for Questions with an Ask Site4.6. Managing a Membership Web Site4.6.1. Defining a true membership Web site4.6.2. Evaluating membership site types4.6.3. Calculating your revenue potential4.7. Managing Content with a Content Management System4.7.1. Justifying Joomla!4.7.2. Definitely Drupal4.7.3. Considering an alternative CMS4.8. Creating and Maintaining Web Site Content

5. Creating Exceptional Copy That Sells
5.1. Understanding the Elements of Effective Web Site Copy5.1.1. Writing headlines with a hook5.1.2. Proving that you're a real human being5.1.3. Proving your solution does what you say it will do5.1.4. Providing clear and easy calls to action5.2. Driving Sales with Landing Pages5.2.1. Creating educational content pages5.2.2. Building your opt-in e-mail list with squeeze pages5.2.3. Providing all the facts through sales pages5.3. Writing Copy That Sells, Using The C.O.N.V.E.R.T. M.E. Formula5.3.1. Captivate visitors with a headline that hooks5.3.2. Offer reinforcement of your headline5.3.3. Now address your visitors personally5.3.4. Validate some facts5.3.5. Expose your solution5.3.6. Recapture visitors' attention5.3.7. Test for action5.3.8. Motivate by adding value and urgency5.3.9. Energize visitors to buy
6. Encouraging Communication
6.1. Perfecting Your Form6.1.1. Choosing the right contact form6.1.2. Exploring opt-in form types6.2. Adding a Tell-a-Friend Function to Your Pages6.3. Considering Online Chat6.4. Creating Audio for Your Web Site6.5. Adding Professional, Homemade Video to Your Web Site6.5.1. Getting started with video6.5.2. Editing video
7. Getting Help with Your Web Presence
7.1. Recognizing the Skills You Need Help With7.2. Choosing an Internet Service Provider7.2.1. Finding good ISP candidates7.2.1.1. Personal referrals7.2.1.2. Elance7.2.1.3. RentACoder7.2.1.4. Craigslist7.2.2. Interviewing and selecting the right ISPs7.2.3. Attracting the best ISP7.2.4. Deciding whether to outsource7.2.5. Setting ISP expectations and measuring results7.2.6. Nurturing a good ISP partnership
II. Search Engine Optimization
1. Getting Ready for SEO
1.1. Understanding Why Search Engines Exist1.2. Knowing What Makes a Web Site Relevant1.3. Avoiding Penalties1.4. Setting Up Your Toolbox1.4.1. Downloading and installing Firefox1.4.2. Installing add-ons1.4.2.1. Adding and using SeoQuake1.4.2.2. Adding and using Live HTTP Headers1.4.2.3. Adding and using the Google Toolbar1.4.2.4. Adding and using the Web Developer Toolbar1.4.2.5. Adding and setting up Yellowpipe Lynx Viewer1.4.3. Setting up and using Webmaster tools1.4.3.1. Using Google Webmaster tools1.4.3.2. Using Yahoo! Site Explorer1.4.3.3. Using Live Webmaster tools1.4.4. Installing Xenu Link Sleuth1.5. Creating Your SEO Worksheet
2. Choosing the Right Keywords
2.1. Thinking Like Your Visitors2.2. Understanding the Long Tail2.3. Finding the Right Tools2.3.1. Using keyword services2.3.2. Working with the Google AdWords keyword research tool2.3.3. Using Google Trends2.3.4. Watching the news2.3.5. Using your brain2.4. Picking Great Keywords2.4.1. Judging keyword relevance2.4.2. Comparing competition and search volume2.4.3. Checking demographics with adCenter Labs2.4.4. Checking your industry with Google Insights2.4.5. Testing with pay per click2.5. Building Your Keyword List2.6. Sizing Up the Competition2.6.1. Finding your keyword competitors2.6.2. Discovering your competitors' weaknesses2.6.3. Ignoring your competition
3. Eliminating Search Engine Roadblocks
3.1. Ensuring Search Engine Visibility3.1.1. Checking your robots.txt file3.1.2. Checking for meta robots tags3.1.3. Eliminating registration forms3.1.4. Eliminating login forms3.2. Providing a Way to Browse3.3. Using Ajax and DHTML3.4. Avoiding All-Flash Pages3.5. Avoiding Client-Side Redirects3.6. Checking Your Site Using the Web Developer Toolbar3.7. Avoiding Duplicate Content3.7.1. Finding duplicate content using Google3.7.2. Linking to your homepage the right way3.7.3. Using consistent URLs3.8. Dealing with Broken Links3.8.1. Finding broken links3.8.2. Using a 301 redirect3.9. Removing Code Bloat3.9.1. Coding using standards3.9.2. Removing inline JavaScript and CSS
4. Making Search Engines Love Your Site
4.1. Structuring Your Site for Search Engines and People4.1.1. Creating content clusters4.1.2. Deep linking for special cases4.2. Keeping the Structure Clean and Clear4.2.1. Keeping content in one place4.2.2. Writing great link text4.2.3. Using keyword-rich URLs4.2.4. Stepping away from the site map4.3. Building a Semantic Outline4.4. Optimizing for Trust
5. Understanding Blended Search
5.1. Optimizing Products5.2. Optimizing News5.3. Optimizing Images5.4. Optimizing Video5.5. Optimizing for Local Search5.5.1. Optimizing your local search listings5.5.2. Getting reviews and bookmarks5.5.3. Optimizing your site for local search
6. Writing Great Copy for Search Engines (And Readers!)
6.1. Writing Online Copy6.1.1. Avoiding stop and filter words6.1.2. Keeping it simple6.1.3. Using active voice6.1.4. Getting to the point6.1.5. Writing scannable copy6.1.6. Finding the right keyword density6.2. Writing a Great Title Tag6.2.1. Getting past your brand6.2.2. Avoiding keyword stuffing6.2.3. Telling your story6.2.4. Making it readable6.3. Writing a Great Description Tag6.4. Connecting Headlines to Copy6.5. Avoiding a Verbal Meltdown6.6. Setting a Writing Routine6.7. Hiring Writing Help
7. Building Link Love
7.1. Understanding Link Votes7.1.1. Links that don't count7.1.2. Understanding nofollow7.2. Writing Link-Worthy Content7.3. Encouraging Links7.3.1. Using absolute URLs7.3.2. Saying thanks7.4. Getting Easy Links7.4.1. Submitting to directories7.4.2. Submitting to design galleries7.4.3. Commenting on blogs7.5. Leveraging Your Partners for Links7.6. Asking for Links7.6.1. Building a contact list7.6.2. Being polite7.7. Building a Widget7.8. Creating Quality Links7.8.1. Including keywords7.8.2. Varying link text7.8.3. Getting relevant links7.9. Staying Out of Trouble7.9.1. Link buying and selling7.9.2. Link exchanges7.9.3. Link networks7.10. Creating Great Link Bait7.10.1. Brainstorming link bait7.10.1.1. Cracking up the readers7.10.1.2. Making the reader angry7.10.1.3. Puzzling your readers7.10.1.4. Offering great content7.10.2. Using images in link bait7.10.3. Using video in link bait7.10.4. Managing expectations7.11. Researching Your Competitors' Links
8. Analyzing Your Results
8.1. Using Your Tracking Worksheet8.1.1. Setting up the links page8.1.2. Entering your keyword list8.2. Watching for Plagiarism8.3. Knowing What to Do If Your Numbers Fall
9. Hiring an SEO Professional
9.1. Finding an SEO Professional9.2. Checking Qualifications9.3. Knowing What to Ask an SEO Professional9.4. Knowing What to Expect
III. Web Analytics
1. Setting Your Conversion Goals
1.1. Knowing What's Possible (Or Not)1.1.1. Collecting data and what it can tell you1.1.2. Understanding the limits of reporting1.1.3. Minding visitors' privacy1.2. Knowing How Reporting Tools Work1.2.1. Log file reporting1.2.2. Web bugs and JavaScript1.3. Choosing Your Reporting Tool1.3.1. Deciding what you need1.3.2. Surveying your options1.4. Making Sure Your Server Is Set Up1.5. Setting Up Google Analytics1.5.1. Create your account1.5.2. Installing the tracking code1.5.3. Tracking site search1.5.4. Excluding your office
2. Tracking Traffic Volumes
2.1. Seeing Why Hits Are a Lousy Metric2.2. Understanding the Five Basic Traffic Metrics2.2.1. Tracking sessions (visits)2.2.2. Tracking unique visitors2.2.3. Tracking pageviews2.2.4. Tracking time on site2.2.4.1. Balancing pageviews with time on site2.2.4.2. Weighing sessions and unique visitors with time on site2.3. Tracking Referrers
3. Measuring Your Best Referrers
3.1. Understanding Referrers3.2. Checking Out the Referring Site Data in a Traffic Report3.3. Analyzing the Referring Sites Data3.4. Tracking Referring Keywords
4. Measuring Visit Quality
4.1. Setting Quality Targets4.1.1. Setting benchmarks for pageviews per visit and time on site4.1.2. Calculating your loyalty benchmark4.2. Applying Those Targets4.2.1. Checking your top content against your targets4.2.2. Drawing conclusions based on multiple targets4.3. Learning More with Bounce Rate4.3.1. Analyzing your homepage4.3.2. Spotting bottlenecks and missed opportunities
5. Using Conversion Goals
5.1. Determining Key Performance Indicators5.2. Defining Conversion Goals5.2.1. Maintaining consistent goals5.2.2. Checking out conversion goal pages5.2.3. Figuring out your conversion goals5.2.4. Finding hidden goals5.3. Attaching Monetary Value to Goals5.3.1. Valuing e-commerce conversions5.3.2. Valuing leads5.3.3. Valuing soft goals5.3.4. Valuing the immeasurable5.4. Setting Up Goal Tracking5.4.1. Setting up e-commerce tracking5.4.2. Tracking goals manually5.5. Interpreting Conversion Data5.5.1. The costly keywords5.5.2. The hidden gold mine5.5.3. The great landing page
6. Using Goal Funnels
6.1. Finding a Funnel6.2. Setting Up Goal Funnel Tracking6.3. Interpreting Goal Funnel Data
IV. Online Advertising and Pay Per Click
1. Grasping PPC Methods
1.1. Seeing How Pay Per Click Works1.2. Knowing How Search Engines Determine Relevancy1.3. Figuring Out Whether You Need PPC1.3.1. Benefits of using PPC1.3.1.1. Getting measurable results1.3.1.2. Spending your money wisely1.3.1.3. Finding niches1.3.2. Possible drawbacks of PPC
2. Combining PPC and Search Engines
2.1. Selecting a PPC Search Engine2.1.1. Researching search engines2.1.2. Comparing the top three search engines2.2. Using Google AdWords2.2.1. Creating an account2.2.2. Setting up your first campaign2.2.3. Setting daily budgets and bids2.2.4. Setting up billing in AdWords2.2.5. Expanding Google AdWords2.2.5.1. Adding a new campaign2.2.5.2. Adding an ad group to an existing campaign2.2.5.3. Adding an ad to an existing ad group2.3. Using Yahoo! Search Marketing2.3.1. Creating an account and a campaign2.3.2. Naming your ad group2.3.3. Setting up billing2.3.3.1. Adding funds manually2.3.3.2. Setting up autorefill2.3.4. Configuring your account2.3.4.1. Account Tactic Settings2.3.4.2. Keyword match types2.3.5. Expanding Yahoo! Search Marketing2.3.5.1. Adding a campaign2.3.5.2. Adding an ad group to an existing campaign2.4. Using MSN adCenter2.4.1. Creating an account2.4.1.1. Choosing account settings2.4.1.2. Adjusting keyword lists and setting incremental bidding2.4.2. Expanding MSN adCenter2.4.2.1. Adding a campaign2.4.2.2. Adding an ad group to an existing campaign2.4.2.3. Adding an ad to an existing ad group
3. Making Keyword Lists That Sell
3.1. Choosing Keywords3.2. Organizing Keywords in Ad Groups3.3. Working with Match Types3.3.1. Knowing the match types3.3.2. Choosing the match type to use3.4. Segmenting Keyword Lists by Destination URLs3.4.1. Applying keyword destinations in Google3.4.2. Applying keyword destinations in Yahoo!3.4.3. Applying keyword destinations in MSN3.5. Using Advanced Keyword Targeting in Yahoo! and MSN3.5.1. Advanced keyword targeting in Yahoo!3.5.2. Advanced keyword targeting in MSN3.6. Expanding Keyword Lists3.6.1. Adding keywords in Google3.6.2. Adding keywords in Yahoo!3.6.3. Adding keywords in MSN3.7. Contracting Keyword Lists3.7.1. Analyzing underperforming keywords3.7.2. Deciding when a keyword should be deleted
4. Writing Ads That Earn Clicks and Pay You Back
4.1. Working with PPC Ads4.1.1. Creating the headline4.1.2. Crafting the body4.1.3. Planning the display URL4.1.4. Choosing the best destination URL4.2. Writing PPC Ad Copy4.2.1. Follow the benefits/features model4.2.2. Craft the call to action4.2.3. Focus on goals, grammar, and guidelines4.2.4. Avoid common mistakes4.3. Testing for Successful Ads4.3.1. Conducting A/B tests4.3.1.1. Viewing example tests4.3.1.2. Setting up an A/B test in Google AdWords4.3.1.3. Setting up an A/B test in Yahoo! Search Marketing4.3.1.4. Setting up an A/B test in MSN adCenter4.3.2. Using dynamic keyword insertion4.4. Determining When to Change an Ad4.4.1. Using goals to make changes4.4.2. Using click-through rate to make changes4.4.3. Using conversion tracking to make changes
5. Budgeting and Bidding on Keywords
5.1. Determining Your PPC Budget5.1.1. Researching your assets5.1.2. Deciding the duration and reach of your budget5.1.3. Considering ad schedules5.1.4. Setting and sticking to your budget5.2. Entering Your Budget in the Big Three Search Engines5.2.1. Setting a budget in Google AdWords5.2.2. Setting a budget in Yahoo! Search Marketing5.2.3. Setting a budget in MSN adCenter5.3. Budgeting by Campaign5.3.1. Estimating traffic5.3.2. Setting an example campaign budget5.4. Bidding on Keywords5.4.1. Knowing how CPC is determined5.4.2. Deciding what to bid5.5. Bidding by Day and Time5.5.1. Scheduling options in Google AdWords5.5.1.1. Basic ad scheduling5.5.1.2. Advanced ad scheduling5.5.2. Scheduling options in MSN adCenter5.6. Tailoring Your Spending5.6.1. Spending by industry5.6.2. Spending by niche
6. Legally Speaking: PPC and the Law
6.1. Understanding Editorial Guidelines6.1.1. Ad editorial guidelines6.1.2. Keyword list guidelines6.1.3. Display and destination URL guidelines6.1.3.1. Display URLs6.1.3.2. Destination URLs6.1.4. Trademark and copyright guidelines6.2. Dealing with Click Fraud6.2.1. Recognizing click fraud6.2.2. Detecting click fraud6.2.3. Reporting click fraud
7. Using Tools, Tips, and Tricks of the Trade
7.1. Using Offline Editors7.1.1. Google AdWords Editor7.1.2. The MSN adCenter editor7.2. Using Keyword Traffic Tools7.2.1. Estimating traffic in Google7.2.2. Estimating traffic in Yahoo!7.2.3. Estimating traffic in MSN7.3. Employing Geotargeting7.4. Understanding Demographic Bidding7.4.1. Demographic bidding in MSN7.4.2. Demographic bidding in Google7.5. Managing a Content Network Campaign7.5.1. Google's content network7.5.1.1. Disabling other options7.5.1.2. Enabling a content network campaign7.5.2. Yahoo!'s partner network7.5.2.1. Opting out at campaign level7.5.2.2. Opting out at ad-group level7.5.2.3. Blocking domains7.5.3. MSN's content network7.6. Choosing an Analytics Package7.6.1. Analytics in Google7.6.2. Analytics in Yahoo!7.6.3. Analytics in MSN
V. E-Mail Marketing
1. Adding E-Mail to a Web Marketing Strategy
1.1. Understanding the Benefits of E-Mail Marketing1.1.1. Asking for immediate action1.1.2. Gathering feedback1.1.3. Generating awareness1.1.4. Staying top-of-mind1.2. Combining E-Mail with Other Media1.3. Taking Advantage of E-Mail Service Providers1.3.1. Checking out leading providers1.3.2. Exploring provider benefits
2. Becoming a Trusted Sender
2.1. Complying with Spam Laws2.1.1. Determining which e-mails have to comply2.1.2. Collecting e-mail addresses legally2.1.3. Including required content in your e-mails2.2. Asking for Permission2.2.1. Deciding on a permission level2.2.1.1. Level 1: Implied permission2.2.1.2. Level 2: Explicit permission2.2.1.3. Level 3: Confirmed permission2.2.2. Inheriting a list: Getting permission after the fact2.3. Minimizing Spam Complaints2.3.1. Allowing your audience to unsubscribe from receiving e-mails2.3.2. Keeping your e-mails from looking like spam
3. Building a Quality E-Mail List
3.1. Preparing Your E-Mail Database3.2. Collecting Contact Information3.2.1. Deciding what information to collect3.2.2. Getting to know your list members better3.2.3. Posting signup links online3.2.4. Collecting information in person3.2.5. Collecting information through print3.3. Offering Incentives to Increase Signups3.3.1. Giving subscribers immediate incentives3.3.2. Giving subscribers future incentives3.4. Building a List with List Brokers3.4.1. Sticking to quality3.4.2. Renting to own
4. Constructing an Effective Marketing E-Mail
4.1. Creating From and Subject Lines That Get Noticed4.1.1. Filling out the From line4.1.2. Writing a Subject line4.2. Branding Your E-Mails to Enhance Your Image4.2.1. Matching your e-mails to your brand4.2.2. Maintaining brand consistency with multiple e-mail formats4.3. The ABCs of E-Mail Layout4.4. Including Images in Your E-Mails4.4.1. Choosing a file format for your images4.4.2. Don't embed: Referencing your images4.5. Including Text in Your E-Mails4.6. Including Links in Your E-Mails4.6.1. Using text links4.6.2. Making your images into links4.6.3. Adding navigation links4.6.4. Including a table of contents in your e-mails4.6.5. Linking to files in your e-mails4.6.5.1. Linking to video files4.6.5.2. Linking to sound files4.6.5.3. Linking to document files
5. Making Your E-Mail Content Valuable
5.1. Sending Valuable Offers5.1.1. Creating content to promote something5.1.2. Cashing in on coupons5.1.3. Including incentives5.1.4. Using giveaways5.1.5. Making gains with loss leaders5.1.6. Extending urgent offers5.2. Writing an Effective Call to Action5.3. Giving Your E-Mail Content Inherent Value5.3.1. Creating content to inform your audience5.3.2. Adding tips and advice5.3.3. Providing instructions and directions5.3.4. Putting in entertaining content5.3.5. Including facts and research5.4. Finding Help with Content Creation
6. Tracking Your E-Mail Campaign Results
6.1. Understanding Basic E-Mail Tracking Data6.1.1. Calculating your bounce rate6.1.2. Calculating your non-bounce total6.1.3. Calculating your open rate6.1.4. Calculating your click-through rate6.2. Tracking Non-Click Responses6.2.1. Tracking in-store purchases6.2.2. Tracking phone calls6.2.3. Tracking event attendance6.2.4. Tracking e-mail replies6.3. Evaluating E-Mail Click-Through Data6.3.1. Using click-through data to target your e-mail offers6.3.2. Using click-through data for intelligent follow up6.3.3. Using click-through data for testing your offers and calls to action
7. Maximizing E-Mail Deliverability
7.1. Managing Bounced and Blocked E-Mail7.1.1. Taking action on bounced e-mail7.1.1.1. Dealing with hard bounces7.1.1.2. Dealing with soft bounces7.1.2. Reducing blocked e-mails7.1.2.1. Responding to a challenge response system7.1.2.2. Keeping your e-mail address or server off a block list7.1.2.3. Avoiding spam trap e-mail addresses7.1.2.4. Getting past e-mail firewalls7.2. Reducing Filtered E-Mail7.2.1. Establish your sender reputation7.2.2. Understand automatic content filtering7.2.3. Understand user-controlled content filtering7.2.3.1. Individual filters7.2.3.2. Trained content filters7.3. Understanding E-Mail Authentication
VI. Blogging and Podcasting
1. Picking Your Blog Topic
1.1. Choosing a Blog Topic1.2. Thinking about Your Blog Goals1.3. Sizing Up Your Space1.3.1. Using Technorati1.3.2. Using Google Trends1.3.3. Using search engines
2. Getting Yer Blog On
2.1. Choosing Your Blog Platform2.1.1. Blogger and WordPress.org: Easy and free2.1.2. WordPress installed: A sports car2.1.3. Movable Type: A racing car2.1.4. Other blog options2.2. Getting Your Blog Set Up2.2.1. Blog account setup2.2.2. Picking your blog look2.2.2.1. Easy: Use a preinstalled template2.2.2.2. Intermediate: Download a new template and install it2.2.2.3. Hard: Download a new template, install it, and customize it2.2.2.4. Superhard: Create your own2.2.3. Configuring comments2.2.4. Setting up pinging2.2.5. Creating your RSS feed2.3. Writing Your First Post
3. Writing Like a Blogger
3.1. Following the Three Blog S's3.1.1. Writing for simplicity3.1.2. Writing for scannability3.1.3. Writing sharp3.2. Clearing Bloggage3.2.1. Setting your editorial calendar3.2.2. Keeping an idea list3.2.3. Writing ahead3.2.4. Finding guest bloggers
4. Tracking Other Blogs
4.1. Understanding Feeds and Feed Readers4.2. Setting Up Google Reader4.3. Using Folders and Tags to Organize Your Feeds4.3.1. Using folders to organize feeds4.3.2. Using tags to organize feeds4.4. Reviewing Feeds Fast with Hot Keys4.5. Creating a Shared Items Page4.6. Avoiding Information Insanity
5. Getting Involved on Other Blogs
5.1. Connecting with Other Bloggers5.2. Leaving Great Comments5.2.1. Tracking replies to your comments5.2.2. Avoiding foot-in-mouth syndrome5.3. Linking to Other Blog Posts5.4. Giving Credit Where Credit Is Due5.5. Writing a Guest Post5.6. Joining Blog Carnivals5.7. The Art of Asking Nicely
6. Promoting Your Posts
6.1. Publishing Your Post6.2. Letting the World Know: Using Pinging6.3. Submitting Your Post to StumbleUpon6.4. Submitting Your Post on Digg (Once in a While)6.4.1. The madness of Digg6.4.2. Knowing when you're Digg-worthy6.4.3. Other social voting sites6.5. Submitting Your Post to Bookmarking Sites6.6. Sending a Polite E-Mail6.7. Participating in Online Communities
7. Introducing Podcasting
7.1. Podcasting 1017.2. Setting Up Your Podcasting Studio7.2.1. Getting the right recording software7.2.2. Getting a good microphone7.3. Setting Up Your Studio7.4. Testing Your Setup7.5. Supporting Podcasting on Your Blog7.6. Preparing Your Podcast Script7.7. Recording Your First Podcast7.8. Encoding and Uploading Your Podcast7.9. Promoting Your Podcast
VII. Social Media Marketing
1. Understanding Social Media
1.1. Marketing, Social Media Style1.2. Exploring Social Media1.2.1. Posting and commenting on blogs1.2.2. Connecting via social networks1.2.3. Bookmarking sites1.2.4. Microblogging1.2.5. Media sharing sites1.2.6. Popularity sites1.2.7. Aggregators
2. Creating Your Social Media Desktop
2.1. Setting Up Your Social Media Desktop with RSS2.2. Setting Up Your Social Media Desktop in iGoogle2.2.1. Setting up an iGoogle homepage2.2.2. Adding a Web site or blog feed to iGoogle2.2.3. Adding a blog search result to iGoogle2.2.4. Adding feeds to iGoogle manually2.3. Creating Your Social Media Desktop on Netvibes2.3.1. Setting up a Netvibes homepage2.3.2. Adding content to a Netvibes homepage2.4. Creating Your Social Media Desktop on My Yahoo!2.4.1. Setting up a My Yahoo! homepage2.4.2. Adding content to you're My Yahoo! homepage2.5. Deciding What to Track
3. Creating Your Social Media Plan
3.1. Researching Your Audience3.1.1. Starting with online communities3.1.2. Researching with adCenter Labs3.1.3. Getting more data with Quantcast3.1.4. Getting fancy with paid data services3.2. Crafting Your Social Media Message3.3. Setting Your Social Media Style3.4. Preparing Your Social Media Profile3.5. Choosing Your Target Social Media Sites3.6. Reviewing Your Site for Social Skills3.6.1. Creating great bait3.6.2. Employing RSS subscriptions3.6.3. Make sharing easy3.7. Setting Your Social Media Marketing Routine3.8. Planning for the Long Social Media Marketing Haul
4. Navigating Top Social Media Sites
4.1. Making Friends on Facebook4.1.1. Using the Facebook networking tools4.1.1.1. Creating a great Facebook profile page4.1.1.2. Launching a Facebook group4.1.1.2.1. Participating in groups4.1.1.2.2. Creating a great group4.1.2. Branding and publicity: Facebook Pages and Facebook Events4.1.2.1. Building a company presence with Pages4.1.2.2. Announcing cool stuff with Facebook Events4.1.3. Creating your own audience with Facebook applications4.2. Socializing on MySpace4.2.1. Getting started on MySpace4.2.2. Understanding what's different about MySpace4.2.3. The sneeze principle, revisited4.3. Networking for Business on LinkedIn4.4. Bookmarking Your Way to the Top4.4.1. Building your bookmarking reputation4.4.2. Making bookmark connections4.4.3. Tagging bookmarks properly4.5. Playing the Social News Game4.5.1. Getting "Dugg"4.5.2. Behaving yourself4.6. Growing Your Business with Media Sharing4.6.1. Using Flickr as a networking tool4.6.2. Spreading the word on YouTube4.6.3. Reaching more folks with TubeMogul4.7. Talking in Discussion Forums4.8. Using Microblogs as a Launchpad4.8.1. Understanding microblogging4.8.2. Building a microblog following4.8.3. Avoiding microblogging overload4.9. Building a Good Reputation in Yahoo! Answers4.10. Unleashing the Power of Niche Sites
5. Building Your Network
5.1. Finding Friends5.2. Keeping Friends5.3. Expanding Your Network with Questions and Answers5.3.1. Finding questions5.3.2. Make great answers5.4. Obeying the (Unspoken) Rules5.5. Knowing When to Stop
6. Creating a Winning Social Media Campaign
6.1. The Importance of Creating a Winning Social Media Campaign6.2. Marketing by Providing Tools6.3. Social Media Marketing with Content6.3.1. The hallmarks of a successful content campaign6.3.2. Providing entertainment with a content campaign6.4. Leveraging Networks to Create a Winning Social Media Campaign6.5. Addressing Harm to Your Reputation6.6. Applying These Lessons Everywhere
VIII. Mobile Marketing
1. Getting Started with Mobile Marketing
1.1. Understanding and Weaving Mobile into Marketing1.1.1. Reviewing marketing and its elements1.1.2. Defining mobile marketing and its elements1.1.2.1. Direct mobile marketing1.1.2.2. Indirect mobile marketing1.2. Adding Mobile to Your Marketing Strategy1.2.1. Planning for the complexities of the mobile channel1.2.1.1. Complexities of mobile technology and channel1.2.1.2. Benefits of mobile capabilities1.2.2. Partnering with mobile service providers1.2.2.1. What mobile service providers do1.2.2.2. Types of mobile service providers1.2.3. Aligning all the players in the mobile marketing ecosystem1.3. Understanding the Many Paths within the Mobile Channel1.3.1. Understanding SMS capabilities1.3.2. Enhancing your messages with MMS1.3.3. E-mailing your messages1.3.4. Humanizing your messages with IVR1.3.5. Working the mobile Internet1.3.6. Building installed applications1.3.7. Making connections through Bluetooth1.4. Examining Key Mobile Channel Enablers1.4.1. It's a snap: Using the camera1.4.2. Finding the way with location1.4.3. Ticketing and identification with NFC and RFID1.5. Deciding How and When to Use a Particular Mobile Path1.5.1. Six considerations for mobile marketers1.5.1.1. Interoperability1.5.1.2. Standards1.5.1.3. Device and capability proliferation1.5.1.4. Device and capability adoption1.5.1.5. Ecosystem and player health1.5.1.6. Geography1.5.2. Ratings for mobile technologies1.6. Complying with Regulations and Guidelines1.6.1. Adhering to industry standards and best practices1.6.2. Steering clear of mobile spam1.6.3. Checking mobile SMS and content program certification1.6.4. Avoiding contact with the National Do Not Call Registry1.6.5. Safeguarding the privacy of children1.6.6. Protecting personal information1.6.7. Staying compliant in special cases
2. Planning a Mobile Marketing Campaign
2.1. Setting Up a Plan2.1.1. Starting with a goal2.1.2. Planning your coverage2.1.3. Deciding who handles what2.1.4. Choosing an approach2.2. Understanding the Costs of Mobile Marketing2.2.1. Calculating up-front costs and estimated timelines2.2.2. Accounting for variable costs2.2.3. Estimating your timeline2.3. Working with Common Short Codes2.3.1. Knowing what CSCs do2.3.2. Acquiring a CSC2.3.2.1. Leasing a CSC2.3.2.2. Renting access to a CSC2.3.3. Deciding what type of CSC to use2.3.3.1. Choosing random or vanity code2.3.3.2. Deciding on five or six digits2.3.3.3. Going dedicated or shared2.4. Managing Opt-Ins2.4.1. Placing an opt-in call to action in media2.4.1.1. Dialing and pressing2.4.1.2. Texting2.4.1.3. Snapping and scanning2.4.1.4. Submitting2.4.1.5. Star and pound2.4.2. Executing opt-ins2.4.2.1. Understanding MOs and MTs2.4.2.2. Executing a single opt-in2.4.2.3. Executing a double opt-in2.4.2.4. Executing a multistep opt-in2.5. Handling Opt-Outs
3. Running Mobile Communication Campaigns
3.1. Planning Your Communication Flow3.1.1. Creating a user-flow diagram3.1.2. Customizing a user-flow diagram3.1.2.1. Step 1: Paint a positive picture3.1.2.2. Step 2: Map your opt-in flow3.1.2.3. Step 3: Map your opt-out flow3.1.2.4. Step 4: Map your help user flow3.1.2.5. Step 5: Map your error response3.1.2.6. Step 6: Map your final message3.1.3. Considering optional user flows3.2. Providing Text Promotions3.2.1. Using quizzes to gather information and entertain3.2.1.1. Setting quiz options3.2.1.2. Setting response options3.2.2. Gathering input with open-ended survey questions3.2.2.1. Planning the survey3.2.2.2. Setting survey options3.3. Calling People to Action: Polling3.3.1. Choosing a poll type3.3.2. Setting poll options3.4. Offering Incentives: Gifts, Freebies, Samples, and Coupons3.4.1. Managing prize promos, contests, and giveaways3.4.2. Offering mobile coupons3.4.2.1. Coupons by text messaging3.4.2.2. Coupons from installable applications3.4.2.3. Coupons through bar codes3.5. Applying User-Generated Content3.5.1. Mobile blogging3.5.2. Social networking3.5.3. Text-to-screen and experiential campaigns3.5.4. Tell-a-friend (word-of-mouth) programs
4. Launching a Mobile Advertising Campaign
4.1. Reviewing the Mobile Ad Players4.1.1. Playing the role of mobile buyer4.1.2. Playing the role of mobile publisher4.1.3. Understanding the role of mobile advertising enablers4.2. Placing Ads on Mobile Internet Sites4.2.1. Placing ads on your own site4.2.2. Placing ads on a branded site4.2.3. Advertising during page loads and downloads4.2.4. Advertising on a network of mobile Internet sites4.2.5. Placing outside ads on your mobile Internet site4.3. Placing Ads in Mobile Messages4.3.1. Combining advertising and SMS4.3.2. Displaying ads with MMS4.4. Going Local with Location-Based and On-Package Advertising4.4.1. Proximity advertising4.4.1.1. Bluetooth proximity marketing4.4.1.2. Wi-Fi proximity marketing4.4.2. Packaging and point-of-sale advertising and promotion4.4.2.1. Advertising on product packaging4.4.2.2. Point-of-sale advertising4.5. Speaking to Your Audience through Voice-Call Ads4.6. Adding Viral and Cause Elements to Mobile Advertising Campaigns4.6.1. Managing viral marketing elements4.6.2. Leaning on vanity marketing4.6.3. Stimulating social interactions4.6.4. Supporting a cause
5. Delivering Valuable Mobile Content
5.1. Sourcing Your Mobile Content5.2. Sending Content via Messaging5.2.1. Sending text alerts to a group5.2.1.1. Sourcing text content5.2.1.2. Setting up the service5.2.1.3. Sending the content5.2.2. Sending personalized text alerts5.2.3. E-mailing informative messages5.3. Providing Mobile Enhancements and Applications5.3.1. Providing branded wallpapers and screen savers5.3.1.1. Finding a graphics application5.3.1.2. Creating wallpapers and screen savers5.3.2. Delivering ringtones and other system sounds5.3.2.1. Creating a ringtone5.3.2.2. Distributing a ringtone5.4. Making Marketing Fun with Mobile Games and Applications5.4.1. Considering the challenges5.4.2. Creating a mobile application or game5.5. Serving Up Mobile Web Sites5.5.1. Employing the mobile Internet5.5.2. Creating a mobile Web site5.5.3. Testing your mobile site5.6. Broadcasting Audio and Video Content5.6.1. Creating audio and video content5.6.2. Delivering audio and video content5.7. Offering Branded Utility Services
6. Getting Paid for Your Mobile Marketing Efforts
6.1. Methods of Monetizing the Mobile Channel6.2. Offering Your Content through a Carrier's Portal6.2.1. Developing a direct relationship6.2.2. Entering into a channel relationship6.2.3. Contracting with an intermediate company6.3. Making Money through Premium Text Messaging6.3.1. Putting PSMS to work: An example campaign6.3.2. Setting up a premium messaging program6.3.3. Determining how much you'll get paid and when6.4. Selling Your Content and Services via the Mobile Internet6.4.1. Using mobile Internet link billing6.4.2. Collecting credit card payments6.4.3. Getting paid through PayPal
7. Tracking a Mobile Marketing Campaign
7.1. Building Your Marketing Database7.1.1. Creating the database7.1.2. Accessing your mobile marketing data7.2. Creating Consumer Profiles7.2.1. Outlining demographic data7.2.2. Organizing psychographic data7.2.3. Planning for preference data7.2.4. Benefiting from behavioral data7.2.5. Looking out for location data7.2.6. Aligning with syndicated data7.3. Populating a Marketing Database7.3.1. Collecting data through SMS7.3.1.1. Collecting data automatically7.3.1.2. Asking subscribers for data7.3.2. Connecting through the Web7.3.3. Integrating CRM and mobile campaigns7.4. Using Your Database to Deliver Targeted Programs7.4.1. Protecting list members7.4.2. Tracking opt-ins and opt-outs7.5. Managing Feedback7.5.1. Responding to feedback7.5.2. Reporting on feedback7.6. Tracking and Measuring Interactions: Clicks, Calls, Votes, and More7.6.1. Tracking methods7.6.2. Data storage and analysis7.6.2.1. Data storage7.6.2.2. Data analysis7.7. Tracking and Measuring Purchases7.7.1. Tracking transactions7.7.2. Reconciling reports

Content preview from Web Marketing all-in-one for Dummies®

Chapter 4. Writing Ads That Earn Clicks and Pay You Back

in this chapter

Understanding the structure of ads
Writing compelling ads
Testing ads
Determining which ads are successful

Ad copy is a two-second chance to catch a searcher's attention, so clearly, your ads need to grab and keep a reader's attention.

In this chapter, I show you how to create pay per click (PPC) ads that are not only catchy and retain attention, but also catch the attention of the kinds of users you want to bring to your site and cause desired behaviors, such as purchases, downloads, or pageviews. (For more information on PPC in general, refer to Book IV, Chapter 1.)

Working with PPC Ads

A PPC ad is made up of the following elements:

Headline
Body
Display URL
Destination URL

Each component should be constructed carefully and separately, yet all the parts should flow together as a whole. In this section, you find tips for writing each part. (For more details, see "Writing PPC Ad Copy," later in this chapter.)

Creating the headline

Note

Your headline is the most important part of your ad. Most often, searchers don't read whole ads; they scan the headlines to narrow down their choices. Keeping this fact in mind, the best practice for any PPC ad is to use a high-traffic keyword (your most revenue-generating one, if possible) in the headline.

A revenue-generating keyword is one that you know brings in results, whether those results are sales, downloads, or signups. A high-traffic keyword is one that drives a lot of impressions ...

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