Pay-Per-Click Search Engine Marketing: An Hour a Day
January 31, 2011 by admin
Filed under Seo For Advanced
Pay-Per-Click Search Engine Marketing: An Hour a Day
The complete guide to a winning pay-per-click marketing campaign Pay-per-click advertising-the “sponsored results” on search engine results pages-is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide. Using the popular An Hour A Day format, this book helps you avoid the pitfalls
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Step by Step through AdWords,
I have known and followed David for a number of years. I have always admired his level of understanding for AdWords – both on the search and the display network.
When I read his book, I was impressed by the step by step walk through of all the little things that you do (or need to do) immediately after launching an AdWords campaign. I don’t believe I’ve ever seen anyone list all those details and steps in one place.
A few of my favorite sections:
I highly recommend the section on defining personas under the researching keywords section.
Designing effective landing pages is thorough, solid.
It was refreshing to see the chapters on how to migrate your campaign into Yahoo and Bing because training and information on PPC strategies around those search engines is very hard to find.
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|A must read to better understand the mechanics of a relatively new genre,
How much do you really know about PPC? If you are not sure – or even if you believe you know a lot, I do recommend this book so that you either enhance or perfect your understanding of an advertising genre that is not even ten years old and is growing faster than other forms of online advertising. It’s very well written and addresses marketers as well as the rest of us – because in the end, we all are both advertising recipients and initiators. The book is designed as a monthly methodology course that takes you through all the key concepts and processes involved in PPC marketing. Yet, the outstanding readability of the text makes it a fantastic book on the commercial depths of the Internet for non-specialists.
Direct Internet advertising, a science, an art… and a sophisticated iterative process. PPC advertising is all about constant attention to your users and customers – it’s a bottom up process, just like in all form social media campaigns. You can’t throw your mesage out there and wish for the best – because more often than not, nothing will happen; but if you work at it properly – you will get phenomenal results. So, first define what your strategic goal is about, and then implement it knowingly. Chapter after chapter, the book takes you from understanding why keyword research is one of the most important tasks in the discipline of PPC marketing, how “squeezing meaning and motivation into a tiny space” when you create an ad is a skill by itself, or how to maximize traffic as well as conversion of visitors to customers. Google is a huge network, but you must develop best practices and techniques to get results – as you also should for the Microsoft or Yahoo! networks. So build up your knowledge, test and optimize everything you do iteratively. As the authors sum it up: “Success in advertising is based on the mechanics of getting the advertising pieces into the hands of the right people, finding the right target audience, creating persuasive language and images and improving efficiency over time.”
Even if you do not want to build your PPC campaigns yourself and hire the right people to do it for you., real familiarity with PPC marketing is a must in 2010.
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|Comprehensive “How-to” Book on Pay-Per-Click,
I get asked to recommend books on marketing all the time and I don’t recommend many, but I recommend this one without reservation.
As one of the early employees of Goto.com I’ve been doing pay-per-click marketing since its inception in 1998. During those years I have seen many folks write books about the topic with varying degrees of effectiveness. They are usually either too complicated for the average advertiser to understand, or so simplistic, badly organized, poorly researched and designed to promote the authors products that I know they aren’t going to produce great results for the end user. This book is none of those things.
I’ve also been teaching Search Engine Marketing (including Pay-Per-Click) to advertisers at online events and live training sessions since 2001. I invited David to participate as one of the expert faculty at our events several years ago as I had heard great things about his knowledge and his ability to train on this subject. We consistently get feedback from our attendees that he shares all the complicated nuances of pay-per-click marketing in a comprehensive yet easy to follow way and he is always among the most highly rated of our presenters.
With this book he has created a thoughtful step-by-step guide that should be included as part of any search engine marketer’s toolkit. He provides in-depth information on how to setup, run and optimize campaigns that will be helpful for beginners and intermediate users alike. There is no hype, examples are easy to understand and implement and unlike so many books that exist on search engine marketing, this one has no promotional agenda.
David is not using this book as a thinly veiled attempt to sell his consulting services, it is simply designed to provide the reader with a true understanding of the various tactics that should be employed to run an effective pay-per-click campaign from an expert who has run thousands of them for large and small advertisers.
Pay-per-click is a complicated topic, but with a systematic approach like the one outlined in this book, it is relatively easy to get good results and it can and should become a very viable part of your search engine marketing campaign regardless of your budget.
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