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 and
plan, develop, implement, manage, and monitor a PPC campaign that
gets results. Successful pay-per-click campaigns are a key
component of online marketing This guide breaks the project down
into manageable tasks, valuable for the small-business owner as
well as for marketing officers and consultants Explains core PPC
concepts, industry trends, and the mechanics that make a campaign
work Shows how to perform keyword research, structure campaigns,
and understand campaign settings and various pricing models
Discusses how to write ads, develop and test landing pages, use ad
groups, and leverage Google''s content network Covers launching a
campaign, bidding for position, monitoring, gathering results, and
interpreting and acting on the data collected "Pay-Per-Click Search
Engine Marketing: An Hour a Day" provides the tools to make the
most of this important marketing method.
關於作者：
Online advertising expert David Szetela is owner and CEO of
Clix Marketing, one of the few agencies that specializes
exclusively in pay-per-click PPC advertising. His PPC articles
have been published in MediaPost, Search Engine Watch, Search
Engine Land, MarketingSherpa, and on his company''s blog
www.clixmarketing.comblog. He is the Principal PPC Editor of the
paper and online publication SEMJ.org and the PPC expert faculty
member for the online certification company Market Motive. He is
also a frequent speaker at such industry events as Search Engine
Strategies, SMX, PPC Summit, and ad:tech. He also hosts a weekly
radio show called PPC Rockstars that is distributed by
Webmasterradio.fm and iTunes. Joseph Kerschbaum has optimized
thousands of PPC campaigns and is Director of Client Services at
Clix Marketing. He has written hundreds of articles on paid search
advertising for numerous industry blogs, and he is a regular
contributor to Website Magazine and Search Engine Land.
目錄：
1 The Art and Science of PPC Advertising
2 How the PPC Machine Works
3 Core PPC Skills and Objectives
4 Month 1 - Research Keywords and Establish Campaign
Structure
5 Month 2 - Create Great PPC Ads
6 Month 3 - Design Effective Landing Pages
7 Month 4 - Advertise on the Content Network
8 Month 5 - Launch Your Campaign
9 Month 6 - Optimize Your Campaign
10 Month 7 - Test Ads Using Advanced Techniques
11 Month 8 - Test and Optimize Landing Pages
12 Month 9 - Migrate Your Campaign to Microsoft and Yahoo!
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