The Truth About Pay-Per-Click Search Advertising [NOOK Book]


Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for

• The truth about the search tax

• The truth about competitive and network click fraud

• The truth about testing and expansion

The Truth About Pay-Per-Click Search Advertising is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, ...

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The Truth About Pay-Per-Click Search Advertising

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Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for

• The truth about the search tax

• The truth about competitive and network click fraud

• The truth about testing and expansion

The Truth About Pay-Per-Click Search Advertising is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, Microsoft, and other engines looks easy, competing successfully against competitors in a real-time auction for consumer's attention, clicks and dollars is no simple task. There are two kinds of PPC search marketers at the top of the paid placement results: brilliant marketers and irrational clueless amateurs. This book is designed to make sure that the reader becomes one of the brilliant marketers and learns how outmaneuver the competition. This book arms the reader with proven tactics and strategies that ensure success.

This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book.

To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media.

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Product Details

  • ISBN-13: 9780768688931
  • Publisher: Pearson Education
  • Publication date: 3/20/2009
  • Series: Truth About
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 224
  • File size: 316 KB

Meet the Author

Kevin Lee, Didit Founder, Chairman, and CEO, has been an acknowledged Search Engine Marketing (SEM) expert since 1995. Kevin’s years of SEM expertise provide the foundation for Didit’s proprietary Maestro search campaign technology. Didit’s unparalleled results and client growth have earned Didit recognition not only among marketers, but also as part of the 2007 Inc 500 (#137), as well as a #12 position on Deloitte’s Fast 500. Kevin’s “Paid Search Strategies” column for ClickZ is read by thousands, and his book, The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos, and Advertising Anarchy, has been widely praised. A founding board member of SEMPO and its first elected chairman, Kevin is also active on DMA and IAB committees.

The Wall Street Journal, Business Week, The New York Times, Bloomberg, CNET, USA Today, San Jose Mercury News, and other press quote Kevin regularly. Kevin lectures at leading industry conferences, as well as at NYU, Columbia, Fordham, and Pace Universities. Kevin’s expertise is also valued by Wall Street; he has briefed analysts and clients of JP Morgan, RBC, UBS, Piper Jaffray, Goldman Sachs, Citicorp, and others. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan. Kevin was recognized as an Ernst & Young Entrepreneur Of The Year® 2008 Award Finalist in Metro New York Area and received the 2008 Direct Marketing Club of New York, Mal Dunn Leadership Award.

In addition, in 2008, Kevin and partner David Pasternack launched a social entrepreneurship venture,, a web technology that generates passive donation revenue for nonprofit causes, including schools, universities, associations, clubs, and houses of worship.

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Table of Contents

Part I: The Truth About Why You Need Paid Placement SEM

Truth 1 Paid placement search, supply, demand, and auctions 1

Truth 2 Intrusive media versus the psychic postal carrier 5

Truth 3 Search: Beyond the "new Yellow Pages" 9

Truth 4 Search: It's like the stock market 13

Truth 5 Top organic position: It's not enough 17

Part II: The Truth About the History of Paid Search

Truth 6 The rise of search 21

Truth 7 and the birth of PPC search 25

Truth 8 Google introduces relevance and yield 29

Truth 9 The rise of content and context 33

Part III: The Truth About Google, Yahoo!, and Microsoft

Truth 10 PPC search: CPM in disguise? 37

Truth 11 The search tax: Are search engines leeches? 41

Truth 12 Search versus keyword-targeted versus behavioral 45

Truth 13 Competitive and network click fraud: Problems and solutions 49

Truth 14 Better targeting with Microsoft adCenter 53

Part IV: The Truth About Customer Acquisition, ROI, Profit, and ROAS

Truth 15 Search engine sales versus search engine marketing 57

Truth 16 Manage your campaigns for maximum profit 61

Truth 17 ROI and profitability: Beyond ROAS to lifetime value and CRM 65

Truth 18 Missing conversions, offline conversion tracking, and SEM 69

Truth 19 Search marketing as a metric 73

Part V: The Truth About Branding and Search

Truth 20 Branding metrics for SEM 77

Truth 21 Search and the buying cycle 81

Truth 22 Branding opportunities in keywords 85

Truth 23 Paying for shelf space in the search supermarket 89

Truth 24 Brand discounts at the major search engines 93

Part VI: The Truth About Technology and Analytics

Truth 25 Dirty data equals bad bids 97

Truth 26 Should you be using web analytics to manage search? 101

Truth 27 Who's watching the bids? 105

Truth 28 The click fraud conundrum 109

Truth 29 Broad match keywords 113

Truth 30 PPC backward and forward 117

Part VII: The Truth About Best Practices

Truth 31 In-house versus outsourced SEM: The CMO's guide to the outsourcing debate 121

Truth 32 PPC search: Create, influence, capture, and harvest demand 125

Truth 33 Moving beyond campaign efficiency to campaign effectiveness 129

Truth 34 Keyword testing and expansion done right 133

Truth 35 Test or die: Tune your Google ad campaign 137

Truth 36 Best practices for PPC: Capturing the search curve tail 141

Truth 37 Improve site usability to enhance conversion rates 145

Truth 38 Beaten at your own name: Buying your brand 149

Truth 39 Brands, trademarks, and the brand marketer's dilemma 153

Part VIII: The Truth About Optimizing Your Bids

Truth 40 Start at the ad: CTR improvement with better creative 157

Truth 41 Day-parts, day of the week, and other cherry-picking techniques 161

Truth 42 Power segments deliver powerful results 165

Truth 43 Better account structures deliver better results 169

Part IX: The Truth About Landing Pages

Truth 44 Creating new PPC search landing pages 173

Truth 45 How to make landing pages better 177

Truth 46 Best practices for landing page excellence 181

Part X: The Truth About Second-Tier Engines and Non-Search Keyword-Targeted Media

Truth 47 Beyond search: Keyword-targeted media taps the power of Google's AdSense 185

Truth 48 Quasi-search: Contextual and behavioral marketing 189

Truth 49 Behavioral marketing: Behaviorally retargeting searchers 193

Part XI: The Truth About B2B Paid Search

Truth 50 Keywords are not enough for B2B marketing 197

Truth 51 B2B search best practices 201

Part XII: The Truth About the Future of Keyword-Targeted Media

Truth 52 Mobile keyword targeting 205

Truth 53 Social search 209

Truth 54 Are organic results an endangered species? 213

Truth 55 Search beyond the browser 217

About the Author 220

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