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Search Engine Advertising: Buying Your Way to the Top to Increase Sales by
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Book Title
Search Engine Advertising: Buying Your Way to the Top to Increase
Narrative Type
Nonfiction
Intended Audience
Adult
Inscribed
NO
ISBN
9780321495990

Über dieses Produkt

Product Identifiers

Publisher
Pearson Education
ISBN-10
0321495993
ISBN-13
9780321495990
eBay Product ID (ePID)
57023206

Product Key Features

Number of Pages
288 Pages
Language
English
Publication Name
Search Engine Advertising : Buying Your Way to the Top to Increase Sales
Publication Year
2009
Subject
E-Commerce / Internet Marketing, Web / Browsers, Web / Search Engines
Features
Revised
Type
Textbook
Subject Area
Computers, Business & Economics
Author
Kevin Lee, Catherine Seda, Mary O'brien
Series
Voices That Matter Ser.
Format
Trade Paperback

Dimensions

Item Height
0.6 in
Item Weight
16.2 Oz
Item Length
9 in
Item Width
7.1 in

Additional Product Features

Edition Number
2
Intended Audience
Trade
Dewey Edition
22
Illustrated
Yes
Dewey Decimal
659.1/44
Table Of Content
Introduction Part I Paid Search Fundamentals Chapter 1 Search Engine Advertising Overview Chapter 2 The Engines: Google, Yahoo, Microsoft, and Beyond Chapter 3 Essential Pre-Planning Chapter 4 Marketing Campaign Foundation Part II Planning a Successful PPC Campaign Strategy Chapter 5 Direct Response and Branding Metrics Chapter 6 Campaign Setup: Structuring Your Listings Chapter 7 Campaign Setup: Keywords Chapter 8 Campaign Setup: Titles and Descriptions Chapter 9 Campaign Setup: Conversion Pages, Bids, and Budgets Chapter 10 Going Live Chapter 11 Campaign Management, Bids, Technology, Agencies, In-House or Blended Part III Beyond the Big Three Engines Chapter 12 Additional Search Traffic Sources Chapter 13 Contextual Keyword Targeting Chapter 14 Extending Search with Behavior Appendix More Than Just a Glossary Index
Edition Description
Revised edition
Synopsis
"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, "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, 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"
LC Classification Number
HF6146.I58

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