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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.
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.
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 ([...] 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.
Chapter 2 - PPC Concepts and how PPC advertising works
Chapter 3 - Month 1: Lay the Groundwork for Your PPC Strategy
Chapter 4 - Month 2: Get your site ready for a PPC campaign
Chapter 5 - Month 3: Keywords & Creating Ad Copy
Chapter 6 - Month 4: Create Great Landing Pages
Chapter 7 - Month 5: Develop Your Budgeting & Bidding Strategy
Chapter 8 - Month 6: Roll Out & Managing Your Campaign
Chapter 9 -- Month 7: Measuring Your Campaign and Reporting Results
Chapter 10 - Tools to Make Your PPC Life Easier
Chapter 11: Advanced Testing Methods
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Datenkommunikation, Netze & Mailboxen |
| Genre: | Informatik |
| Rubrik: | Naturwissenschaften & Technik |
| Medium: | Taschenbuch |
| Seiten: | 432 |
| Inhalt: | 432 S. |
| ISBN-13: | 9780470488676 |
| ISBN-10: | 0470488670 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Szetela, David
Kerschbaum, Joseph |
| Orchester: | Flores, Michael |
| Auflage: | 2nd edition |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 191 x 23 mm |
| Von/Mit: | David Szetela (u. a.) |
| Erscheinungsdatum: | 02.08.2010 |
| Gewicht: | 0,805 kg |
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 ([...] 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.
Chapter 2 - PPC Concepts and how PPC advertising works
Chapter 3 - Month 1: Lay the Groundwork for Your PPC Strategy
Chapter 4 - Month 2: Get your site ready for a PPC campaign
Chapter 5 - Month 3: Keywords & Creating Ad Copy
Chapter 6 - Month 4: Create Great Landing Pages
Chapter 7 - Month 5: Develop Your Budgeting & Bidding Strategy
Chapter 8 - Month 6: Roll Out & Managing Your Campaign
Chapter 9 -- Month 7: Measuring Your Campaign and Reporting Results
Chapter 10 - Tools to Make Your PPC Life Easier
Chapter 11: Advanced Testing Methods
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Datenkommunikation, Netze & Mailboxen |
| Genre: | Informatik |
| Rubrik: | Naturwissenschaften & Technik |
| Medium: | Taschenbuch |
| Seiten: | 432 |
| Inhalt: | 432 S. |
| ISBN-13: | 9780470488676 |
| ISBN-10: | 0470488670 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Szetela, David
Kerschbaum, Joseph |
| Orchester: | Flores, Michael |
| Auflage: | 2nd edition |
| Hersteller: |
Wiley
John Wiley & Sons |
| Maße: | 235 x 191 x 23 mm |
| Von/Mit: | David Szetela (u. a.) |
| Erscheinungsdatum: | 02.08.2010 |
| Gewicht: | 0,805 kg |
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