Truth About Pay-Per-Click Search Advertising, The
- By Kevin Lee
- Published Mar 19, 2009 by Que. Part of the Truth About series.
- Copyright 2009
- Dimensions: 5-7/16 X 8-1/2
- Pages: 224
- Edition: 1st
- ISBN-10: 0-7897-3832-5
- ISBN-13: 978-0-7897-3832-5
- eBook (Adobe DRM)
- ISBN-10: 0-7686-8892-2
- ISBN-13: 978-0-7686-8892-4
Register your product to gain access to bonus material or receive a coupon.
Product Author Bios
Kevin Lee, Didit Founder, Chairman, and CEO, has been an acknowledged Search Engine Marketing (SEM) expert since 1995. Kevin’s years of SEM expertise provide the foundation for Didit’s proprietary Maestro search campaign technology. Didit’s unparalleled results and client growth have earned Didit recognition not only among marketers, but also as part of the 2007 Inc 500 (#137), as well as a #12 position on Deloitte’s Fast 500. Kevin’s “Paid Search Strategies” column for ClickZ is read by thousands, and his book, The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos, and Advertising Anarchy, has been widely praised. A founding board member of SEMPO and its first elected chairman, Kevin is also active on DMA and IAB committees.
The Wall Street Journal, Business Week, The New York Times, Bloomberg, CNET, USA Today, San Jose Mercury News, and other press quote Kevin regularly. Kevin lectures at leading industry conferences, as well as at NYU, Columbia, Fordham, and Pace Universities. Kevin’s expertise is also valued by Wall Street; he has briefed analysts and clients of JP Morgan, RBC, UBS, Piper Jaffray, Goldman Sachs, Citicorp, and others. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan. Kevin was recognized as an Ernst & Young Entrepreneur Of The Year® 2008 Award Finalist in Metro New York Area and received the 2008 Direct Marketing Club of New York, Mal Dunn Leadership Award.
In addition, in 2008, Kevin and partner David Pasternack launched a social entrepreneurship venture, www.We-Care.com, a web technology that generates passive donation revenue for nonprofit causes, including schools, universities, associations, clubs, and houses of worship.
Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they’re searching for
• The truth about the search tax
• The truth about competitive and network click fraud
• The truth about testing and expansion
The Truth About Pay-Per-Click Search Advertising is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, Microsoft, and other engines looks easy, competing successfully against competitors in a real-time auction for consumer's attention, clicks and dollars is no simple task. There are two kinds of PPC search marketers at the top of the paid placement results: brilliant marketers and irrational clueless amateurs. This book is designed to make sure that the reader becomes one of the brilliant marketers and learns how outmaneuver the competition. This book arms the reader with proven tactics and strategies that ensure success.
This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book.
To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media.
2 of 2 people found the following review helpful
A must for anyone looking to expand their internet advertising domain,
This review is from: The Truth About Pay-Per-Click Search Advertising (Paperback)New media offers new avenues of advertising. "The Truth About Pay Per Click Search Advertising", another entry into the 'The Truth About' series, is an advice manual for those who want to maximize their use of pay per click search advertising, where one can advertise their business through search engines such as Google. Wise and cautious, "The Truth About Pay Per Click Search Advertising" also warns of fraud that occurs in this field, and where it will go in the future, and how effective the process really is. "The Truth About Pay Per Click Search Advertising" is a must for anyone looking to expand their internet advertising domain.
1 of 1 people found the following review helpful
This review is from: The Truth About Pay-Per-Click Search Advertising (Kindle Edition)I use bestsqueezepages.com to create lead generating websites for over 50 different niches. One of the keys to a successful lead generating website (or squeeze page) is highly targeted traffic. I used a lot of the info in this book to help generate more traffic to my squeeze pages with PPC. For newcomers to PPC this book covers all of the basics. Its certainly worth the low cost to pick up the Kindle version.
1 of 1 people found the following review helpful
Amazon Verified Purchase(What's this?)
This review is from: The Truth About Pay-Per-Click Search Advertising (Paperback)If I had a chance to read the first three chapters of this book I would have moved along to the next one. I had a hard time reading the author's prose because as it is written for a graduate major in marketing and not the 'in the trenches' PPC guy who is trying to tune his Google and Yahoo campaigns. The chapters are 2-3 pages in length and offered now real workable solutions for me because I couldn't get past the densely written and compact prose. I wouldn't say it's worthless since no book is totally worthless, but I wouldn't recommended it to anyone.
› See all 10 customer reviews...
Table of Contents
Part I: The Truth About Why You Need Paid Placement SEM
Truth 1 Paid placement search, supply, demand, and auctions 1
Truth 2 Intrusive media versus the psychic postal carrier 5
Truth 3 Search: Beyond the "new Yellow Pages" 9
Truth 4 Search: It's like the stock market 13
Truth 5 Top organic position: It's not enough 17
Part II: The Truth About the History of Paid Search
Truth 6 The rise of search 21
Truth 7 GoTo.com and the birth of PPC search 25
Truth 8 Google introduces relevance and yield 29
Truth 9 The rise of content and context 33
Part III: The Truth About Google, Yahoo!, and Microsoft
Truth 10 PPC search: CPM in disguise? 37
Truth 11 The search tax: Are search engines leeches? 41
Truth 12 Search versus keyword-targeted versus behavioral 45
Truth 13 Competitive and network click fraud: Problems and solutions 49
Truth 14 Better targeting with Microsoft adCenter 53
Part IV: The Truth About Customer Acquisition, ROI, Profit, and ROAS
Truth 15 Search engine sales versus search engine marketing 57
Truth 16 Manage your campaigns for maximum profit 61
Truth 17 ROI and profitability: Beyond ROAS to lifetime value and CRM 65
Truth 18 Missing conversions, offline conversion tracking, and SEM 69
Truth 19 Search marketing as a metric 73
Part V: The Truth About Branding and Search
Truth 20 Branding metrics for SEM 77
Truth 21 Search and the buying cycle 81
Truth 22 Branding opportunities in keywords 85
Truth 23 Paying for shelf space in the search supermarket 89
Truth 24 Brand discounts at the major search engines 93
Part VI: The Truth About Technology and Analytics
Truth 25 Dirty data equals bad bids 97
Truth 26 Should you be using web analytics to manage search? 101
Truth 27 Who's watching the bids? 105
Truth 28 The click fraud conundrum 109
Truth 29 Broad match keywords 113
Truth 30 PPC backward and forward 117
Part VII: The Truth About Best Practices
Truth 31 In-house versus outsourced SEM: The CMO's guide to the outsourcing debate 121
Truth 32 PPC search: Create, influence, capture, and harvest demand 125
Truth 33 Moving beyond campaign efficiency to campaign effectiveness 129
Truth 34 Keyword testing and expansion done right 133
Truth 35 Test or die: Tune your Google ad campaign 137
Truth 36 Best practices for PPC: Capturing the search curve tail 141
Truth 37 Improve site usability to enhance conversion rates 145
Truth 38 Beaten at your own name: Buying your brand 149
Truth 39 Brands, trademarks, and the brand marketer's dilemma 153
Part VIII: The Truth About Optimizing Your Bids
Truth 40 Start at the ad: CTR improvement with better creative 157
Truth 41 Day-parts, day of the week, and other cherry-picking techniques 161
Truth 42 Power segments deliver powerful results 165
Truth 43 Better account structures deliver better results 169
Part IX: The Truth About Landing Pages
Truth 44 Creating new PPC search landing pages 173
Truth 45 How to make landing pages better 177
Truth 46 Best practices for landing page excellence 181
Part X: The Truth About Second-Tier Engines and Non-Search Keyword-Targeted Media
Truth 47 Beyond search: Keyword-targeted media taps the power of Google's AdSense 185
Truth 48 Quasi-search: Contextual and behavioral marketing 189
Truth 49 Behavioral marketing: Behaviorally retargeting searchers 193
Part XI: The Truth About B2B Paid Search
Truth 50 Keywords are not enough for B2B marketing 197
Truth 51 B2B search best practices 201
Part XII: The Truth About the Future of Keyword-Targeted Media
Truth 52 Mobile keyword targeting 205
Truth 53 Social search 209
Truth 54 Are organic results an endangered species? 213
Truth 55 Search beyond the browser 217
About the Author 220
This book includes free shipping!
This book includes free shipping!
eBook (Adobe DRM)
This eBook requires the free Adobe® Digital Editions software.
Before downloading this DRM-encrypted PDF, be sure to:
- Install the free Adobe Digital Editions software on your machine. Adobe Digital Editions only works on Macintosh and Windows, and requires the Adobe Flash Player. Please see the official system requirements.
- Authorize your copy of Adobe Digital Editions using your Adobe ID. If you don't already have an Adobe ID, you can create one here.
Get access to thousands of books and training videos about technology, professional development and digital media from more than 40 leading publishers, including Addison-Wesley, Prentice Hall, Cisco Press, IBM Press, O'Reilly Media, Wrox, Apress, and many more. If you continue your subscription after your 30-day trial, you can receive 30% off a monthly subscription to the Safari Library for up to 12 months. That's a total savings of $199.