David Szetela, Joseph Kerschbaum

Pay-Per-Click Search Engine Marketing

An Hour a Day [With Access Code]
With Flores, Michael

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Wiley & Sons
• 2. Aufl.
• Seitenzahl: 432
• Erscheinungstermin: 2. August 2010
• Englisch
• Abmessung: 235mm x 191mm x 23mm
• Gewicht: 654g
• ISBN-13: 9780470488676
• ISBN-10: 0470488670
• Artikelnr.: 27006321

Autorenporträt

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.

Inhaltsangabe

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