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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, 2nd Edition
- By Kevin Lee, Catherine Seda
- Published May 19, 2009 by New Riders. Part of the Voices That Matter series.
- Copyright 2009
- Dimensions: 7 X 9
- Pages: 288
- Edition: 2nd
- Book
- ISBN-10: 0-321-49599-3
- ISBN-13: 978-0-321-49599-0
- eBook (Adobe DRM)
- ISBN-10: 0-321-51553-6
- ISBN-13: 978-0-321-51553-7
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Product Author Bios
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.
“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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1 of 1 people found the following review helpful
Good Guide for Newbies, By LLM (San Diego, CA USA) - See all my reviews
Amazon Verified Purchase(What's this?)
This review is from: Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition) (Voices That Matter) (Kindle Edition)
Well-written step by step introduction. I bought this book because of a $200 Adcenter credit (which I received promptly and used to good advantage).If you are a beginner, the book explains what you need to know and will keep you from making some expensive errors!
1 of 1 people found the following review helpful
Recommended, By
Amazon Verified Purchase(What's this?)
This review is from: Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition) (Voices That Matter) (Kindle Edition)
This book is an excellent introduction to search marketing. It gives the reader good understanding of how search marketing works and how to get started buying traffic and selecting keywords and understanding how to figure costs and measure returns.
1 of 1 people found the following review helpful
Well done introduction. Author is very responsive if contacted., By
Amazon Verified Purchase(What's this?)
This review is from: Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition) (Voices That Matter) (Kindle Edition)
I bought this book primarily because it comes with a $200 Microsoft adCenter promotional code. I had a small difficulty redeeming the code and the author, Kevin Lee, responded very quickly to my email and helped me redeem the code. Kevin's helpful attitude is apparent throughout the book as well.The book is a straightforward introduction to paid search advertising. I'm fairly new to this game and there was nothing groundbreaking for me. But given the amount of money it is easy to misspend on search engine advertising, I'd say an introduction like this book is indispensable. It will definitely save me from some mistakes and make me more money. |
Online Sample Chapter
Search Engine Advertising: Your Marketing Campaign Foundation
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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