9780735713994

You don't have to have the biggest name or the most dazzling graphics to lure customers to your Web site. These days, all you really need is prominent search-engine placement. This book shows you how to get it! With searching one of the most popular Internet activities, a top spot on a major search engine virtually ensures a high volume of visitors--though converting them to buyers is another story. In these pages, top Internet marketer and strategist Catherine Seda tackles both parts of that equation. First, she outlines the strategy involved in buying the specific keyword positions that will lead users directly to the page you want. Then, she describes how you can turn poor-performing ad copy into targeted sales-getters, and how you can evaluate and correct low visitor-to-buyer conversions. Beginning marketers will find the info they need to implement a Web strategy quickly, while advanced marketers will find all kinds of tips for analyzing and improving current results.

Catherine Seda is a popular speaker on the topics of search engine marketing, affiliate management, and low-cost web site promotion. She's known for sharing practical tips and tools in her dynamic sessions at leading search engine, marketing, and industry association conferences.

Since 1995, Catherine has worked with organizations in the U.S. and Europe to leverage the Internet as a marketing tool. As the marketing executive of a web agency for five years, she championed client online promotions that included search engine optimization, pay-per-click media buys, opt-in email, banner advertising, link popularity campaigns, custom sweepstakes, and ROI tracking. She also designed the search engine program, which included co-creating an affiliate trademark protection strategy, for a direct response TV agency's clients.

Through her agency, Seda Communication, Catherine offers open workshops and onsite training for search engine marketing. Additionally, she leads a team of search engine specialists in managing corporate client campaigns.

Catherine shares revenue-generating techniques in her articles as a regular columnist for Entrepreneur magazine, editor of the Search Engine Sales e-zine, and freelance writer for industry publications including Response magazine, SearchDay (Search Engine Watch), LookSmart, Pay Per Click Analyst, FindWhat.com, and others. She's also a contributing author of Search Engine Positioning.

Catherine believes in a "test before you invest" Internet marketing strategy for immediate and long-term success.

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
Table of Contents provided by Publisher. All Rights Reserved.

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

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

0735713995

Summary

Author Biography

Table of Contents

Supplemental Materials