Pay-Per-Click Search Engine Marketing
Home > Business and Economics > Business and Management > Sales and marketing > Pay-Per-Click Search Engine Marketing: An Hour a Day
Pay-Per-Click Search Engine Marketing: An Hour a Day

Pay-Per-Click Search Engine Marketing: An Hour a Day


     0     
5
4
3
2
1



International Edition


X
About the Book

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.

Table of Contents:
Foreword xxxi Introduction xxxiii Chapter 1 The Art and Science of PPC Advertising 1 PPC and Direct Advertising Fundamentals 2 Components of a Successful PPC Campaign 5 Keywords 6 Ads 6 Bid Prices 7 Landing Pages 8 Conversion Path 10 PPC Campaign Uses 10 The Science of PPC 11 The Art of PPC 12 The State of the PPC Industry 13 Chapter 2 How the PPC Machine Works 17 Think Like a Search Engine 18 How and Where Ads Appear on SERPs 19 How Advertisements Are Triggered 20 How Advertisements Are Ranked 21 How Keyword Match Types Work 27 How Ads Appear on the Google Content Network 30 After the Click 33 Chapter 3 Core PPC Skills and Objectives 37 Learn Scientific Advertising and Ad Copywriting 38 Know Thy Customer 40 Ask the Right Questions 40 How Do Potential Customers Search? 41 What If There’s No Search? 45 What’s Your PPC Strategy? 46 Chapter 4 Month 1—Research Keywords and Establish Campaign Structure 49 Week 1: Research Keywords 50 Monday: Defining Personas 50 Tuesday: Using Keyword Research Tools 51 Wednesday: Using Your Best Keyword Source—Your Intuition, and Reports 60 Thursday: Permuting and Concatenating 62 Friday: Researching Your Competitor’s Keywords 63 Week 2: Create Your Campaign Structure 68 Monday and Tuesday: Planning Your Campaign and Ad Group Structure 69 Wednesday: Determining the Number and Granularity of Ad Groups 75 Thursday: Getting Acquainted with AdWords Editor 77 Friday: Building Out the Campaign 78 Week 3: Adjust Campaign Settings 78 Monday: Setting Budgets and Delivery Methods 79 Tuesday and Wednesday: Setting Your Bidding Strategy and Options 81 Thursday: Targeting Networks and Devices 82 Friday: Using Ad Scheduling and Geo-Targeting 84 Week 4: Use Conversion Tracking and Set Click Pricing 89 Monday: Setting Up Conversion Tracking 89 Tuesday: Setting Up Google Analytics 90 Wednesday: Testing Conversion Tracking 91 Thursday: Determining Your Starting Keyword Bids 91 Friday: Setting Keyword Bids 95 Chapter 5 Month 2—Create Great PPC Ads 97 Week 5: Take Stock of Your Advantages 98 Monday: Surveying Your Competition 99 Tuesday and Wednesday: Listing Your Own Advantages and Benefits 99 Thursday: Creating Causes for Urgency 101 Friday: Collecting Your Resources 102 Week 6: Write Right 103 Monday: The Fundamentals 103 Tuesday: The Headline—The Most Important Characters 107 Wednesday: Line 1—Features and Benefits 108 Thursday: Line 2—Urgent Calls to Action 109 Friday: The Display URL 109 Week 7: Explore Industry Examples 110 Monday: The Single-Product Retailer 111 Tuesday: The Multiple-Product Retailer 111 Wednesday: The B2B Service Provider 112 Thursday: The Professional Services Provider 112 Friday: The Financial Services Provider 113 Week 8: Understand Ads for the Content Network 113 Monday and Tuesday: Writing Contextual Text Ads 114 Good-Better-Best 116 Wednesday: Writing Static Banner Ads 117 Thursday: Creating Animated Banner Ads 122 Friday: Advertising on YouTube 124 Friday Night: Taking Stock 126 Chapter 6 Month 3—Design Effective Landing Pages 127 Week 9: Understand the Differences between Site Pages and Landing Pages 128 Monday and Tuesday: One Store, Many Entrances 129 Wednesday: The ADHD Site Visitor 131 Thursday: The Golden Triangle 132 Friday: The Risky Business of Landing Page Links 133 Week 10: Create the Mock-up 133 Monday: Start with the Golden Triangle 134 Tuesday: Bullet Points, Not Paragraphs 134 Wednesday: The Hero Shot 135 Thursday: Action, Trust, and Privacy 136 Friday: Sample B2C and B2B Mock-ups 137 Week 11: Lay It All Out 139 Monday: If It’s Not Helping, It’s Hurting 140 Tuesday and Wednesday: Form Design 140 Thursday: Error Trapping and Handling 142 Friday: Spouse Testing before Deployment 144 Week 12: Design for Testing 145 Monday: Decide on Test Elements 145 Tuesday: Headlines, Subheadlines, and Hero Shots 146 Wednesday: Action Buttons, Bullet Points, and Form Elements 147 Thursday: Testing Never Stops 148 Friday: Simple A/B Testing 148 Chapter 7 Month 4—Advertise on the Google Content Network 151 Week 13: Understand Google Contextual Advertising 152 Monday: Ad Types and Sizes 152 Tuesday: Ad Formats 156 Wednesday and Thursday: Why Search Ads Don’t Work on the Content Network 158 Friday: Demand Generation vs Search Satisfaction 161 Week 14: Build Keyword-Targeted Ad Groups 161 Monday and Tuesday: Why Keywords Are Different 162 Wednesday: Building Your Keyword List 165 Thursday: Demographic Bidding 170 Friday: Ad-Frequency Capping 171 Week 15: Build Placement-Targeted Ad Groups 173 Monday: Placement Targeting 173 Tuesday: Choosing Sites and Placements with the Placement Tool 174 Wednesday: Other Tools for Choosing Sites for Placements 178 Thursday: Bidding Considerations 181 Friday: Separating Ad Types into Ad Groups 183 Week 16: Launch and Refine Your Content Campaign 184 Monday: Flipping the Switch—Campaign-Management Checklist 184 Tuesday: Placement Performance Report 185 Wednesday: Site and Category Exclusion 186 Thursday: Enhanced Ad Groups 187 Friday: Flipping the Switch (Again) and Judging Performance 188 Chapter 8 Month 5—Launch Your Campaign 189 Week 17: Bid Your Brands 190 Monday: Your Brand May Be Weaker than You Think 191 Tuesday: Brand and Domain Name Variations 193 Wednesday: URL Variations 195 Thursday: Competitor Legal and Ethical Issues 196 Friday: Competitor-Name Ad Groups 197 Week 18: Make Prelaunch Double-Checks 198 Monday: Budgets and Bid Prices 198 Tuesday: Campaign Settings 199 Wednesday: Keywords—The Broad-Match Stomp 200 Thursday: Verify Ad Destination URLs 202 Friday: Launching Initial Ad Testing 202 Week 19: Flip the Switch 205 Monday and Tuesday: Launching All Your Campaigns at Once? 206 Wednesday: Are Your CTRs High Enough? 207 Thursday and Friday: Are You Reaching Your Target Conversion Rates and Costs? 208 Week 20: Perform Early Course-Correction 209 Monday: Activating Additional Ad Groups 209 Tuesday: Adjusting Ad Group and Keyword Bids 209 Wednesday: Adding Keyword Variations to Winning Ad Groups 210 Thursday and Friday: Adjusting Campaign Budget Limits 212 Chapter 9 Month 6—Optimize Your Campaign 215 Week 21: Review Your Top-Level Reports 216 Monday: Campaign and Ad Group Reports 217 Tuesday: Network Distribution Reports 220 Wednesday: Ad Performance Reports 222 Thursday: URL Performance Reports 223 Friday: Placement/Keyword Performance Reports 223 Week 22: Review Your Deep-Level Reports 226 Monday: Search Query Reports 226 Tuesday: Impression Share Reports 229 Wednesday: Geographic Performance Reports 231 Thursday: Placement Performance Reports 233 Friday: Reach and Frequency Performance Reports 236 Week 23: Create Additional Useful Reports 236 Monday: Quality Score Reports 236 Tuesday: Demographic Performance Reports 236 Wednesday and Thursday: Google Analytics Reports 237 Friday: The My Change History Report 238 Week 24: Act on Your Data and Optimize Your Account 239 Monday and Tuesday: Improving Your CTR 239 Wednesday: Improving Your Quality Score 241 Thursday and Friday: Improving Your Conversion Rate 242 Chapter 10 Month 7—Test Ads by Using Advanced Techniques 247 Week 25: Implement Advanced Text Ad Design 248 Monday: Google Dynamic Keyword Insertion 248 Tuesday: Ad Sitelinks 253 Wednesday: Product Extensions 256 Thursday: Product Listings 257 Friday: Local Extensions 259 Week 26: Insert Ad Text Symbols 261 Monday: Bullets and Squares 262 Tuesday and Wednesday: Multiple Characters in One 262 Thursday and Friday: Non-English Punctuation and Random Characters 263 Week 27: Use Google Content Nontext Ads 263 Monday and Tuesday: Static and Animated Banner Ads 264 Wednesday: Video Ads 266 Thursday: Mobile Banners 270 Friday: Banner Fatigue and Ad Rotation 272 Week 28: Perform Advanced Ad Testing 273 Monday: Set Up Split Tests 273 Tuesday: Know What to Split Test 275 Wednesday and Thursday: Conduct Initial A/B Split Testing 278 Friday: Reflect on the Outcome of the Test 283 Chapter 11 Month 8—Test and Optimize Landing Pages 285 Week 29: Plan Your Tests 286 Monday: Prioritizing Test Elements 286 Tuesday: Testing Headlines 286 Wednesday: Testing Body Copy 288 Thursday: Testing Offers 290 Friday: Testing Other Elements of Your Landing Page 290 Week 30: Use Google Website Optimizer 294 Monday and Tuesday: Introducing Google Website Optimizer 294 Wednesday and Thursday: Tagging Pages for Google Website Optimizer 296 Friday: Validating Your Pages 298 Week 31: Conduct A/B and Multivariate Tests 298 Monday and Tuesday: Using A/B Split Testing 298 Wednesday and Thursday: Using Multivariate Testing 300 Friday: Choosing the Right Test Method 302 Week 32: Report and Interpret Results 302 Monday and Tuesday: Reporting in Google Website Optimizer 303 Wednesday and Thursday: Interpreting Test Results 305 Friday: Reaching the End of Your Landing Page Testing 305 Chapter 12 Month 9—Migrate Your Campaign to Microsoft and Yahoo! 307 Why Yahoo! Search Marketing and Microsoft adCenter Matter 308 Different Look, Same Strategy 309 Week 33: Understand YSM Differences and Advantages 309 Monday: Standard and Advanced Match Types 309 Tuesday: Geo-targeting 311 Wednesday: Ad Types and Lengths 314 Thursday: Ad Scheduling 316 Friday: Demographic Targeting 320 Week 34: Understand Microsoft adCenter Differences and Advantages 323 Monday: Keyword Match Types 324 Tuesday: Geo-targeting 324 Wednesday: Ad Types and Lengths 326 Thursday: Ad Scheduling 330 Friday: Demographic Targeting 331 Week 35: Create Google AdWord Exports 333 Monday and Tuesday: Creating the Root CSV from AdWords Editor 333 Wednesday and Thursday: Creating the Root CSV from Yahoo! 335 Friday: Creating the Root CSV from adCenter 335 Week 36: Upload and Fine-Tune 336 Monday: Uploading into Yahoo! 336 Tuesday: Troubleshooting Yahoo! Import Problems 338 Wednesday: Uploading into adCenter 340 Thursday and Friday: Reviewing Campaign Uploads 340 Appendix A Advanced AdWords Editor 343 What Is AdWords Editor? 344 Getting Started 344 Opening and Downloading Your Account 345 Downloading Campaign Statistics 346 Uploading Your Changes 346 Navigating, Editing, and Expanding Your Campaigns 348 Saving Time with AdWords Editor 356 Find and Replace 357 Detailed Ad Text Changes 357 Spreadsheets Are Still Important 359 Backup Files (AEA) 359 Export Changes (AES) 359 Export Spreadsheet (CSV) 359 Global Edits 359 Upload to Yahoo! or MSN 360 Import Changes 360 Working with General Tools 360 Find Duplicate Keywords Tool 360 Keyword Grouper 361 Keyword Opportunities 362 Appendix B Facebook PPC 363 Getting Started 364 Targeting Facebook Ads 366 Managing and Reporting 371 Using Facebook Ad-Performance Reports 373 Index 379

About the Author :
Online advertising expert David Szetela is owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in pay-per-click (PPC) advertising. His PPC articles have been published in MediaPost, Search Engine Watch, Search Engine Land, MarketingSherpa, and on his company's blog (www.clixmarketing.com/blog). He is the Principal PPC Editor of the paper and online publication SEMJ.org and the PPC expert faculty member for the online certification company Market Motive. He is also a frequent speaker at such industry events as Search Engine Strategies, SMX, PPC Summit, and ad:tech. He also hosts a weekly radio show called PPC Rockstars that is distributed by Webmasterradio.fm and iTunes. Joseph Kerschbaum has optimized thousands of PPC campaigns and is Director of Client Services at Clix Marketing. He has written hundreds of articles on paid search advertising for numerous industry blogs, and he is a regular contributor to Website Magazine and Search Engine Land.


Best Sellers


Product Details
  • ISBN-13: 9780470488676
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: Sybex Inc.,U.S.
  • Height: 234 mm
  • No of Pages: 432
  • Returnable: N
  • Sub Title: An Hour a Day
  • Width: 188 mm
  • ISBN-10: 0470488670
  • Publisher Date: 23 Jul 2010
  • Binding: Paperback
  • Language: English
  • Returnable: N
  • Spine Width: 24 mm
  • Weight: 644 gr


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
Pay-Per-Click Search Engine Marketing: An Hour a Day
John Wiley & Sons Inc -
Pay-Per-Click Search Engine Marketing: An Hour a Day
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

Pay-Per-Click Search Engine Marketing: An Hour a Day

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    New Arrivals


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!