Publishers of technology books, eBooks, and videos for creative people

Home > Store > Design > Branding/Marketing

Search Engine Advertising: Buying Your Way to the Top to Increase Sales, 2nd Edition

Register your product to gain access to bonus material or receive a coupon.

Search Engine Advertising: Buying Your Way to the Top to Increase Sales, 2nd Edition

Best Value Purchase

Book + eBook Bundle

  • Your Price: $37.79
  • List Price: $62.98
  • About Adobe DRM eBooks
  • This eBook requires the free Adobe® Digital Editions software.

    Before downloading this DRM-encrypted PDF, be sure to:


    • Install the free Adobe Digital Editions software on your machine. Adobe Digital Editions only works on Macintosh and Windows, and requires the Adobe Flash Player. Please see the official system requirements.
    • Authorize your copy of Adobe Digital Editions using your Adobe ID (select AdobeID as the eBook vendor). If you don't already have an Adobe ID, you can create one here.

More Purchase Options

Book

  • Your Price: $27.99
  • List Price: $34.99
  • Usually ships in 24 hours.

eBook (Adobe DRM)

  • Your Price: $22.39
  • List Price: $27.99
  • About Adobe DRM eBooks
  • This eBook requires the free Adobe® Digital Editions software.

    Before downloading this DRM-encrypted PDF, be sure to:


    • Install the free Adobe Digital Editions software on your machine. Adobe Digital Editions only works on Macintosh and Windows, and requires the Adobe Flash Player. Please see the official system requirements.
    • Authorize your copy of Adobe Digital Editions using your Adobe ID (select AdobeID as the eBook vendor). If you don't already have an Adobe ID, you can create one here.

Description

  • 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

“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

Sample Content

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

Updates

Submit Errata

More Information

TRIAL WITH PURCHASE!


By completing any purchase on Peachpit, you get unlimited 15 day access to thousands of Training Resources on creative topics You will also get a discounted rate of just $17.99/month if you decide to continue with a paid subscription.