Book description
Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for
• The truth about the search tax
• The truth about competitive and network click fraud
• The truth about testing and expansion
The Truth About Pay-Per-Click Search
Advertising is a valuable resource for Internet marketers at
both the tactical and strategic level regardless of company size.
While PPC search engine advertising in Google, Yahoo, Microsoft,
and other engines looks easy, competing successfully against
competitors in a real-time auction for consumer's attention, clicks
and dollars is no simple task. There are two kinds of PPC search
marketers at the top of the paid placement results: brilliant
marketers and irrational clueless amateurs. This book is designed
to make sure that the reader becomes one of the brilliant marketers
and learns how outmaneuver the competition. This book arms the
reader with proven tactics and strategies that ensure
success.
This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book.
To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media.
Table of contents
- Title Page
- Copyright Page
- Contents
- Part I. The Truth About Why You Need Paid Placement SEM
- Truth 1. Paid placement search, supply, demand, and auctions
- Truth 2. Intrusive media versus the psychic postal carrier
- Truth 3. Search: Beyond the “new Yellow Pages”
- Truth 4. Search: It’s like the stock market
- Truth 5. Top organic position: It’s not enough
- Part II. The Truth About the History of Paid Search
- Truth 6. The rise of search
- Truth 7. Goto.com and the birth of PPC search
- Truth 8. Google introduces relevance and yield
- Truth 9. The rise of content and context
- Part III. The Truth About Google, Yahoo!, and Microsoft
- Truth 10. PPC search: CPM in disguise?
- Truth 11. The search tax: Are search engines leeches?
- Truth 12. Search versus keyword-targeted versus behavioral
- Truth 13. Competitive and network click fraud: Problems and solutions
- Truth 14. Better targeting with Microsoft adCenter
- Part IV. The Truth About Customer Acquisition, ROI, Profit, and ROAS
- Truth 15. Search engine sales versus search engine marketing
- Truth 16. Manage your campaigns for maximum profit
- Truth 17. ROI and profitability: Beyond ROAS to lifetime value and CRM
- Truth 18. Missing conversions, offline conversion tracking, and SEM
- Truth 19. Search marketing as a metric
- Part V. The Truth About Branding and Search
- Truth 20. Branding metrics for SEM
- Truth 21. Search and the buying cycle
- Truth 22. Branding opportunities in keywords
- Truth 23. Paying for shelf space in the search supermarket
- Truth 24. Brand discounts at the major search engines
- Part VI. The Truth About Technology and Analytics
- Truth 25. Dirty data equals bad bids
- Truth 26. Should you be using web analytics to manage search?
- Truth 27. Who’s watching the bids?
- Truth 28. The click fraud conundrum
- Truth 29. Broad match keywords
- Truth 30. PPC backward and forward
- Part VII. The Truth About the Best Practices
- Truth 31. In-house versus outsourced SEM: The CMO’s guide to the outsourcing debate
- Truth 32. PPC search: Create, influence, capture, and harvest demand
- Truth 33. Moving beyond campaign efficiency to campaign effectiveness
- Truth 34. Keyword testing and expansion done right
- Truth 35. Test or die: Tune your Google ad campaign
- Truth 36. Best practices for PPC: Capturing the search curve tail
- Truth 37. Improve site usability to enhance conversion rates
- Truth 38. Beaten at your own name: Buying your brand
- Truth 39. Brands, trademarks, and the brand marketer’s dilemma
- Part VIII. The Truth About Optimizing Your Bids
- Truth 40. Start at the ad: CTR improvement with better creative
- Truth 41. Day-parts, day of the week, and other cherry-picking techniques
- Truth 42. Power segments deliver powerful results
- Truth 43. Better account structures deliver better results
- Part IX. The Truth About Landing Pages
- Truth 44. Creating new PPC search landing pages
- Truth 45. How to make landing pages better
- Truth 46. Best practices for landing page excellence
- Part X. The Truth About Second-Tier Engines and Nonsearch Keyword-Targeted Media
- Truth 47. Beyond search: Keyword-targeted media taps the power of Google’s AdSense
- Truth 48. Quasi-search: Contextual and behavioral marketing
- Truth 49. Behavioral marketing: Behaviorally retargeting searchers
- Part XI. The Truth About B2B Paid Search
- Truth 50. Keywords are not enough for B2B marketing
- Truth 51. B2B search best practices
- Part XII. The Truth About the Future of Keyword-Targeted Media
- Truth 52. Mobile keyword targeting
- Truth 53. Social search
- Truth 54. Are organic search results an endangered species?
- Truth 55. Search beyond the browser
- About the Author
Product information
- Title: The Truth About Pay-Per-Click Search Advertising
- Author(s):
- Release date: March 2009
- Publisher(s): Que
- ISBN: None
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