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

ISBN: 978-0-470-48867-6
432 pages
August 2010
Pay-Per-Click Search Engine Marketing: An Hour a Day (0470488670) cover image

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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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!

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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.

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August 10, 2010
Developing, Managing and Measuring a Successful PPC Campaign

People use search engines like Google, Yahoo, MSN, Alta Vista, and Overture to find products and services on the Internet. All companies want to appear on the first page of a search engine's results page so that their product or service gains maximum visibility in the marketplace. One way to increase such visibility is to implement a pay-per-click campaign, where advertisers bid on a "keyword" that appears when a search engine user types in that word or phrase. These "sponsored links" or "sponsored ads" appear above or next to the unsponsored results, and advertisers only pay when a user clicks on their ad.

Search engine marketing is one of the hot topics for marketers as budgets are being transferred away from paid listings, directories, and display advertising to the “pay-per-click” model, often referred to as “PPC”, which is very attractive in times of economic uncertainty because it provides measurable results. Everyone from sole proprietorships to small business to Fortune 500 companies recognize that PPC campaigns are a crucial component of driving traffic.

Pay-Per-Click Search Engine Marketing: An Hour a Day (Sybex, an Imprint of John Wiley & Sons, Inc., August 2010; $29.99) is the ultimate guide to do-it-yourself PPC campaigns. It clearly explains important PPC concepts, trends, and best practices before laying out a day-by-day plan for developing, managing, and measuring a successful PPC plan. The hour-a-day approach makes what can be an overwhelming task feel approachable--perfect for overworked marketers, PR pros, small-business owners, and professionals throughout an organization tasked with driving targeted traffic to a web site.  

Pay-Per-Click: An Hour a Day begins with a quick overview of core PPC concepts, industry trends, and the mechanics of how pay-per-click campaigns work. The expert authors, David Szetela and Joseph Kerschbaum, then show readers how to perform keyword research, structure campaigns, and understand campaign settings as well as the various conversion-tracking and click-pricing models. Readers are then walked through the crucial tasks of writing ads, developing and testing landing pages for them, grouping keywords into ad groups, and leveraging Google's content network.

This detailed guide shows people how to successfully launch a winning campaign, including how to effectively bid for position, monitor the launch once the switch is flipped, and then gather, interpret, report, and act upon data collected from the campaign. Ongoing monitoring, advanced techniques, and the differences in working with the big three search engines (Google, Yahoo!, Microsfot) are then explored. Appendices will help readers best use the AdWords Editor and show them the best third-party tools.

Written by PPC experts with unrivaled hands-on experience, this task-based guide features fascinating real-world case studies and will be endorsed with praise quotes and a foreword from well-known industry thought leaders. Pay-Per-Click: An Hour a Day is the ultimate step-by-step guide for developing, implementing, managing, and measuring a successful PPC campaign.  

 

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

Published by Sybex

Publication date: August 9, 2010

$29.99; Paperback; 432 pages;

ISBN: 978-0-470-48867-6

To download a sample chapter, or for more information visit:

 http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470488670.html

 

About the Authors

David Szetela (Louisville, KY) is Owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in PPC advertising. He is active in the Search Engine Marketing Professional Organization (SEMPO) and is one of the authors of SEMPOs Advanced Search Advertising course. He has a weekly PPC column at Search Engine Watch (searchenginewatch.com), and his PPC articles have been published in MediaPost, Search Engine Land, MarketingSherpa, and in industry blogs. David is the Principal PPC Editor of the Search Engine Marketing Journal and a frequent speaker at key industry events, including Search Engine Strategies, SMX, PPC Summit, and MarketingSherpa Summit. He also hosts a weekly radio show called PPC Rockstars. Joseph Kerschbaum (Bloomington, IN) is director of client services at Clix Marketing and has written hundreds of articles on paid search advertising. His writing has appeared in numerous industry blogs and offline as a regular contributor to Website Magazine. Joseph has created and optimized numerous PPC campaigns large and small.

 

About Wiley

Founded in 1807, John Wiley & Sons, Inc. has been a valued source of information and understanding for 200 years, helping people around the world meet their needs and fulfill their aspirations. Since 1901, Wiley and its acquired companies have published the works of more than 350 Nobel laureates in all categories: Literature, Economics, Physiology or Medicine, Physics, Chemistry and Peace.

Our core businesses publish scientific, technical, medical and scholarly journals, encyclopedias, books, and online products and services; professional/trade books, subscription products, training materials, and online applications and websites; and educational materials for undergraduate and graduate students and lifelong learners. Wiley's global headquarters are located in Hoboken, New Jersey, with operations in the U.S., Europe, Asia, Canada, and Australia. The Company's Web site can be accessed at http://www.wiley.com. The Company is listed on the New York Stock Exchange under the symbols JWa and JWb.

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