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

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

David Szetela, Joseph Kerschbaum

ISBN: 978-0-470-48867-6

Aug 2010

432 pages

In Stock



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.

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!