Search Engine Advertising: Buying Your Way to the Top to Increase Sales [NOOK Book]

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...
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Search Engine Advertising: Buying Your Way to the Top to Increase Sales

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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
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Product Details

  • ISBN-13: 9780321648754
  • Publisher: Pearson Education
  • Publication date: 8/19/2009
  • Series: Voices That Matter
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 2
  • Pages: 288
  • Sales rank: 1,332,348
  • File size: 3 MB

Meet the Author


Kevin Lee Didit,Co-Founder & Executive Chairman, has been an acknowledged Search Engine Marketing expert since 1995. Kevin's years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. A founding board member of SEMPO and its first elected Chairman Kevin is also active on the speaking circuit at top conferences. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan with his wife (a New York Psychologist) and two kids. Kevin was recognized as an Ernst & Young Entrepreneur Of The Year® Award Finalist in the Metro New York Area for both 2008 and 2009, and received the 2008 Direct Marketing Club of New York, Mal Dunn Leadership Award.

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: Boosting 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.
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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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Sort by: Showing all of 2 Customer Reviews
  • Posted December 29, 2009

    more from this reviewer

    Search Engine Advertising's chapter by chapter build up creates a very comprehensive and useful book. I plan to keep it on the bookshelf at our online media co's office as a reference for employees to look at to develop their search marketing skills.

    Nice job Kevin Lee and Catherine Seda! One of my new favorite books covering Internet marketing. Search Engine Advertising was very easy to read from start to finish. In addition, due to the strong organization, the book is very useful as a reference tool as well. I will be recommending it to several friends and colleagues.

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    Posted February 20, 2010

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