Pay-Per-Click Search Engine Marketing: An Hour a Day, 2nd Edition

Pay-Per-Click Search Engine Marketing: An Hour a Day, 2nd Edition
PDF
  • eBook:
    Pay-Per-Click Search Engine Marketing: An Hour a Day, 2nd Edition
  • Author:
    David Szetela, Joseph Kerschbaum
  • Edition:
    2 edition
  • Categories:
  • Data:
    August 2, 2010
  • ISBN:
    0470488670
  • ISBN-13:
    9780470488676
  • Language:
    English
  • Pages:
    432 pages
  • Format:
    PDF

Book Description
The complete guide to a winning pay-per-click marketing campaign
Pay-per-click advertising-the "sponsored results" on search engine results pages-is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide.
Using the popular An Hour A Day format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.
  • Successful pay-per-click campaigns are a key component of online marketing
  • This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants
  • Explains core PPC concepts, industry trends, and the mechanics that make a campaign work
  • Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models
  • Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network
  • Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected
Pay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.

Content

Chapter 1. The Art and Science of PPC Advertising
Chapter 2. How the PPC Machine Works
Chapter 3. Core PPC Skills and Objectives
Chapter 4. Month 1—Research Keywords and Establish Campaign Structure
Chapter 5. Month 2—Create Great PPC Ads
Chapter 6. Month 3—Design Effective Landing Pages
Chapter 7. Month 4—Advertise on the Google Content Network
Chapter 8. Month 5—Launch Your Campaign
Chapter 9. Month 6—Optimize Your Campaign
Chapter 10. Month 7—Test Ads by Using Advanced Techniques
Chapter 11. Month 8—Test and Optimize Landing Pages
Chapter 12. Month 9—Migrate Your Campaign to Microsoft and Yahoo!

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