Search Engine Advertising: Buying Your Way to the Top to Increase Sales, 2/e
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.
Table of Content
Part I: Paid Search Fundamentals
- Search Engine Advertising Overview
- The Engines: Google, Yahoo, Microsoft, and Beyond
- Essential Pre-Planning
- Marketing Campaign Foundation
Part II: Planning a Successful PPC Campaign Strategy
- Direct Response and Branding Metrics
- Campaign Setup: Structuring Your Listings
- Campaign Setup: Keywords
- Campaign Setup: Titles and Descriptions
- Campaign Setup: Conversion Pages, Bids, and Budgets
- Going Live
- Campaign Management, Bids, Technology, Agencies, In-House or Blended
Part III: Beyond the Big Three Engines
- Additional Search Traffic Sources
- Contextual Keyword Targeting
- Extending Search with Behavior
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Salient Features
- Discover how to effectively buy a top position on major search engines, avoid common pitfalls like poor-performing ad copy, and evaluate and correct low visitor-to-buyer conversions.
- Author breaks down sophisticated topics and communicates them in a way that anyone can grasp what has to happen to make a website succeed.
- Complete coverage of Google, From Adwords to Analytics.
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