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Pay Per Click Search Engine Marketing For Dummies

ISBN: 978-0-471-75494-7
388 pages
February 2006
Pay Per Click Search Engine Marketing For Dummies (0471754943) cover image


Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

  • Use the right keywords to trigger your ads
  • Figure your breakeven point
  • Write ads that reach your customers
  • Calculate return on investment
  • Use geo targeting
  • Track your ad results
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Table of Contents


Part I. Preparing for Your Campaign.

Chapter 1. Introducing Pay Per Click Advertising.

Chapter 2. The Different Forms of PPC.

Chapter 3. Calculating ROI (Return of Investment).

Chapter 4. Selecting Keywords.

Chapter 5. Creating Landing Pages.

Chapter 6. Finding the Right Words for Your Ad.

Chapter 7. Bidding on Keywords.

Part II. Using the PPC Systems.

Chapter 8. Working with Yahoo! Sponsored Search.

Chapter 9. Buying Traffic from Google AdWords.

Chapter 10. Harnessing MSN Keywords.

Chapter 11. Using the Second-and Third-Tier PPC Systems.

Chapter 12. Using Geo-Targeting.

Chapter 13. Working with Content or Contextual Placement.

Chapter 14. Other PPC Services - Shopping Directories, Yellow Pages, and More.

Part III. Managing Your Campaign.

Chapter 15. Using Click Tracking and Conversion Tracking Tools.

Chapter 16. Working with Bid-Management Tools.

Chapter 17. Avoiding Click Fraud.

Part IV. The Part of Tens.

Chapter 18. Ten Ways to Make Money Selling Clicks.

Chapter 19. Ten Ways to Stay Up-to-Date and Track Down the Details..



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Author Information

Peter Kent (Denver, CO) is currently an e-commerce consultant who specializes in search-engine optimization, including Pay Per Click technology. He has carried out search engine and pay per click campaigns. He is the former Vice President of Marketing at Indigio, a Web applications developer, where he worked on search engine optimization. He has worked online since 1984; written about the Internet since 1993; and authored many Internet-related books, periodical articles, and columns. His Geek News column ran in two Colorado newspapers. He founded the e-business service provider, BizBlast.com, and is the author of Search Engine Optimization FD. He will promote this book on his site at www.searchenginebulletin.com.
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