Search Engine Advertising Buying Your Way to the Top to Increase Sales

Name: Search Engine Advertising Buying Your Way to the Top to Increase Sales
Price: 63.22 USD
Availability: InStock
ISBN: 9780321495990

ISBN-10: 0321495993

ISBN-13: 9780321495990

Edition: 2nd 2009 (Revised)

Authors: Catherine Seda, Mary O'Brien, Kevin Lee

List price: $34.99

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Description:

Second only to e-mail, the most common activity for U.S. Internet users is searching for information. A few years ago, obtaining a high click-through rate within a search engine was solely based on search engine optimization, where web site design had to have elements that appealed to the search engines. While good web site design remains key to attaining listings in certain search engines, most search engines allow marketers to buy specific keyword positions in addition to, or instead of, programming their way to the top. This new advertising opportunity means that small businesses can compete directly with large corporations without having bigger, better web sites. Paid search engine…

Book details

List price: $34.99
Edition: 2nd
Copyright year: 2009
Publisher: Pearson Education
Publication date: 5/19/2009
Binding: Paperback
Pages: 288
Size: 7.25" wide x 9.50" long x 0.50" tall
Weight: 0.990
Language: English

Since 1995, Catherine Seda has worked with organizations to leverage the Internet as a marketing tool. She champions client online promotions that include search engine optimization, pay-per-click media buys, opt-in email, banner advertising, link popularity campaigns, custom sweepstakes, and ROI tracking. Through her agency, Seda Communication, Catherine offers workshops and onsite training for search engine marketing. Catherine is the author of New Rider's Search Engine Advertising, (2004).



Foreword


Introduction


Optimization Versus Advertising: What's the Difference? Why I Wrote Search Engine Advertising. How This Book Is Organized



Planning A Successful Strategy



Why Is Search Engine Advertising Important?


It's Quick, Easy, and Inexpensive to Generate New Business. Expand Brand Awareness. A Simple Way to Test New Promotions. Advertising Complements Web Site Optimization Efforts. Search Engine Alliances Show Path to Success



Marketing Campaign Foundation


Mission Statement. Target Market. Unique Selling Points. Call to Action



Choosing Keywords for Maximum Performance


Branded Keywords. Generic Keywords



Copywriting Tips to Improve Your Click-Through Rate


Seven Ways to Attract Buyers, Not Browsers. Top 10 Ways to Avoid Rejection. Monitoring Your Competitors' Click-Through Performance



Landing Pages That Convert Visitors into Buyers


Provide a Direct Path. Complete the Message from Your Ad Listing. Design Page Layout to Invite the Sale. Three Psychological Factors of Selling


Conclusion



Paid Placement Programs



Fixed Placement


The Advantages of Using Fixed Placement. The Challenges of Fixed Placement. Creating a Fixed Placement Questionnaire



Pay-For-Placement


The Advantages of Pay-For-Placement. The Challenges of Pay-For-Placement. Pay-For-Placement Questionnaire


Conclusion



Paid Inclusion Programs



Submit URL


The Advantages of Submit URL. The Challenges of Submit URL



Trusted Feed


The Advantages of Trusted Feed. The Challenges of Trusted Feed



Web Site Optimization


What Do Search Engines Want? Keyword Density and Rankings. Search Engine Submission Checklist


Conclusion



Specialized search engines



Comparison Shopping Engines


Preparing for a Shopping Engine Program. Live or Die by Customer Testimonials



Vertical Market Search Engines


Go to Your Target Market. Benefit from Their Marketing Expenditures



International Search Engines


Tips for International Marketing. International Search Engine Popularity


Conclusion



Tracking Your Return On Investment



Before You Start Advertisinghellip;


What Is ROI? Set a Customer Acquisition Cost Goal


Test Before You Invest


Search Engine Click-Through Reports


Search Engine Conversion Tracking



ROI Tracking Tips