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"A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do!"
--Danny Sullivan, Editor SearchEngineWatch.com

Nothing delivers high-quality traffic like the search engines, but if you're not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program.

Key features in this book include learning how to:
* Buy top positions on the major search engines profitably
* Transform poor ad copy into ads that deliver results
* Increase visitor-to-buyer conversions
* Begin paid search advertising now, even if you're a novice
* Use advanced techniques to evaluate and improve your results
* Leverage successes from Google into Yahoo, Microsoft, and more
* Leave the unprofitable clicks to your competition while grabbing the most profitable ones

Tabla de contenidos provista por Syndetics

• Foreword
• Introduction
• Optimization Versus Advertising: What's the Difference? Why I Wrote Search Engine Advertising. How This Book Is Organized
• I Planning A Successful Strategy
• 1 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
• 2 Marketing Campaign Foundation
• Mission Statement. Target Market. Unique Selling Points. Call to Action
• 3 Choosing Keywords for Maximum Performance
• Branded Keywords. Generic Keywords
• 4 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
• 5 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
• II Paid Placement Programs
• 6 Fixed Placement
• The Advantages of Using Fixed Placement. The Challenges of Fixed Placement. Creating a Fixed Placement Questionnaire
• 7 Pay-For-Placement
• The Advantages of Pay-For-Placement. The Challenges of Pay-For-Placement. Pay-For-Placement Questionnaire
• Conclusion
• III Paid Inclusion Programs
• 8 Submit URL
• The Advantages of Submit URL. The Challenges of Submit URL
• 9 Trusted Feed
• The Advantages of Trusted Feed. The Challenges of Trusted Feed
• 10 Web Site Optimization
• What Do Search Engines Want? Keyword Density and Rankings. Search Engine Submission Checklist
• Conclusion
• IV Specialized search engines
• 11 Comparison Shopping Engines
• Preparing for a Shopping Engine Program. Live or Die by Customer Testimonials
• 12 Vertical Market Search Engines
• Go to Your Target Market. Benefit from Their Marketing Expenditures
• 13 International Search Engines
• Tips for International Marketing. International Search Engine Popularity
• Conclusion
• V Tracking Your Return On Investment
• 14 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
• 15 ROI Tracking Tips

Notas de autor provistas por Syndetics

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.