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Truth About Pay-Per-Click Search Advertising, The

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Truth About Pay-Per-Click Search Advertising, The

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Description

  • Copyright 2009
  • Dimensions: 5-7/16 X 8-1/2
  • Pages: 224
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-3832-5
  • ISBN-13: 978-0-7897-3832-5
  • eBook (Adobe DRM)
  • ISBN-10: 0-7686-8892-2
  • ISBN-13: 978-0-7686-8892-4

The quick, complete, easy-to-use guide to pay-per-click search advertising!

  • More than 50 bite-size, fast-paced insights and realistic techniques for getting better ROI from pay-per-click search advertising - fast!
  • Coverage of everything that matters, from campaign planning and targeting through measurement, and beyond.
  • Easy to read, up-to-date, and practical: distills the entire field of search advertising into what you need to succeed!
  • Sample Content

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    Beaten at Your Own Name: Buying Your Brand

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    Table of Contents

    Part I:  The Truth About Why You Need Paid Placement SEM

    Truth 1             Paid placement search, supply, demand, and auctions  1

    Truth 2             Intrusive media versus the psychic postal carrier  5

    Truth 3             Search: Beyond the "new Yellow Pages"  9

    Truth 4             Search: It's like the stock market  13

    Truth 5             Top organic position: It's not enough  17

    Part II:  The Truth About the History of Paid Search

    Truth 6             The rise of search  21

    Truth 7             GoTo.com and the birth of PPC search  25

    Truth 8             Google introduces relevance and yield  29

    Truth 9             The rise of content and context  33

    Part III:  The Truth About Google, Yahoo!, and Microsoft

    Truth 10           PPC search: CPM in disguise?  37

    Truth 11           The search tax: Are search engines leeches?  41

    Truth 12           Search versus keyword-targeted versus behavioral  45

    Truth 13           Competitive and network click fraud: Problems and solutions  49

    Truth 14           Better targeting with Microsoft adCenter  53

    Part IV:  The Truth About Customer Acquisition, ROI, Profit, and ROAS

    Truth 15           Search engine sales versus search engine marketing  57

    Truth 16           Manage your campaigns for maximum profit  61

    Truth 17           ROI and profitability: Beyond ROAS to lifetime value and CRM  65

    Truth 18           Missing conversions, offline conversion tracking, and SEM  69

    Truth 19           Search marketing as a metric  73

    Part V:  The Truth About Branding and Search

    Truth 20           Branding metrics for SEM  77

    Truth 21           Search and the buying cycle  81

    Truth 22           Branding opportunities in keywords  85

    Truth 23           Paying for shelf space in the search supermarket  89

    Truth 24           Brand discounts at the major search engines  93

    Part VI:  The Truth About Technology and Analytics

    Truth 25           Dirty data equals bad bids  97

    Truth 26           Should you be using web analytics to manage search?  101

    Truth 27           Who's watching the bids?  105

    Truth 28           The click fraud conundrum  109

    Truth 29           Broad match keywords  113

    Truth 30           PPC backward and forward  117

    Part VII:  The Truth About Best Practices

    Truth 31           In-house versus outsourced SEM: The CMO's guide to the outsourcing debate  121

    Truth 32           PPC search: Create, influence, capture, and harvest demand  125

    Truth 33           Moving beyond campaign efficiency to campaign effectiveness  129

    Truth 34           Keyword testing and expansion done right  133

    Truth 35           Test or die: Tune your Google ad campaign  137

    Truth 36           Best practices for PPC: Capturing the search curve tail  141

    Truth 37           Improve site usability to enhance conversion rates  145

    Truth 38           Beaten at your own name: Buying your brand  149

    Truth 39           Brands, trademarks, and the brand marketer's dilemma  153

    Part VIII:  The Truth About Optimizing Your Bids

    Truth 40           Start at the ad: CTR improvement with better creative  157

    Truth 41           Day-parts, day of the week, and other cherry-picking techniques  161

    Truth 42           Power segments deliver powerful results  165

    Truth 43           Better account structures deliver better results  169

    Part IX:  The Truth About Landing Pages

    Truth 44           Creating new PPC search landing pages  173

    Truth 45           How to make landing pages better  177

    Truth 46           Best practices for landing page excellence  181

    Part X:  The Truth About Second-Tier Engines and Non-Search Keyword-Targeted Media

    Truth 47           Beyond search: Keyword-targeted media taps the power of Google's AdSense  185

    Truth 48           Quasi-search: Contextual and behavioral marketing  189

    Truth 49           Behavioral marketing: Behaviorally retargeting searchers  193

    Part XI:  The Truth About B2B Paid Search

    Truth 50           Keywords are not enough for B2B marketing  197

    Truth 51           B2B search best practices  201

    Part XII:  The Truth About the Future of Keyword-Targeted Media

    Truth 52           Mobile keyword targeting  205

    Truth 53           Social search  209

    Truth 54           Are organic results an endangered species?  213

    Truth 55           Search beyond the browser  217

    About the Author  220

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