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Search Engine Advertising : Buying Your Way to the Top to Increase Sales
ISBN: 9780321495990 | 0321495993
Edition: 2ndFormat: Paperback
Publisher: New Riders Press
Pub. Date: 1/1/2009
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Second only to e-mail, the most commonactivity for internet users is searching for information using a search engine. While good web site design remains key to attaining listings in certain search engines, most 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 listings can point to any page within a web site. So today... MORE
| 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 Eng... MORE | |
| 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 | |
| Table of Contents provided by Publisher. All Rights Reserved. |
Kevin Lee Didit,Co-Founder & Executive Chairman, has been an acknowledged Search Engine Marketing expert since 1995. Kevin's years of SEM expertise provide the foundation for Didit's proprietary Maestro search campaign technology. A founding board member of SEMPO and its first elected Chairman Kevin is also active on the speaking circuit at top conferences. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan with his wife (a New York Psychologist) and two kids. Kevin was recognized as an Ernst & Young Entrepreneur Of The Year® Award Finalist in the Metro New York Area for both 2008 and 2009, and received the 2008 Direct Marketing Club of New York, Mal Dunn Leadership Award.
Catherine Seda, Internet marketing strategist,has helped companies leverage the Internet as a marketing tool since 1995. She is currently an Entrepreneur magazine columnist and eBay University instructor. She is also author of the best-selling book How to Win Sales & Influence Spiders: Boosting Your Business & Buzz on the Web and, as one of the leading experts on search marketing, has been quoted in eWeek.com, C/Net News, The E-Commerce Times, The NonProfit Times, and other publications.
Catherine Seda, Internet marketing strategist,has helped companies leverage the Internet as a marketing tool since 1995. She is currently an Entrepreneur magazine columnist and eBay University instructor. She is also author of the best-selling book How to Win Sales & Influence Spiders: Boosting Your Business & Buzz on the Web and, as one of the leading experts on search marketing, has been quoted in eWeek.com, C/Net News, The E-Commerce Times, The NonProfit Times, and other publications.
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