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ISBN-10: 0470488670
ISBN-13: 9780470488676
Edition: 2nd 2010
List price: $22.99
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Description:
This 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 SEO 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.PPC: 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 then show readers how to perform keyword research, structure… campaigns, understand ccampaign settings and 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.The detailed guide then shows people how to successfully launch a winning campaign, icnluding 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 workign 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. PPC: An Hour a Day is the ultimate step-by-step guide for developing, implementing, managing, and measuring a successful PPC campaign.