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Ultimate Guide to Pay-Per-Click Advertising

by

Ultimate Guide to Pay-Per-Click Advertising Cover

 

Synopses & Reviews

Publisher Comments:

Millions compete for exposure on Google and Bing but 99% of them fail to get results.

As the founder of leading digital intelligence firm AdGooroo, search advertising authority Richard Stokes is in a unique position to reveal whats going wrong and provide solutions to fix it.

Using proven strategies from todays search advertising elite, discover how to drive significantly more traffic to your site, dramatically increase click-through rates, steal impressions from competitors, boost your conversions, and increase your sales by unbelievable amounts.

Since the previous edition, there have been a number of revolutionary changes in paid search. First, we are increasingly searching from our cell phones rather than desktop computers. Second, Google is no longer the only game in town. Bing now accounts for 30 percent of all U.S. searches. Finally, "search extensions" have become a powerful new technique you can use to collect phone numbers and email addresses with your ads, limit your ads to certain times of day, deliver coupons to nearby customers, and even provide handy "call me" buttons that are displayed only on cell phones. In this new edition, Stokes details all this and more.

Synopsis:

OUTSMART COMPETITORS. SPEND LESS. MAKE MORE.

Millions compete for exposure on Google and Bing, but 99% of them fail to get results. As the founder of leading digital intelligence firm, AdGooroo, search advertising authority Richard Stokes is in a unique position to reveal whats going wrong and provide solutions to fix it. Led by Stokes, master proven strategies from today's search advertising elite, and discover how to drive significantly more traffic to your website. Learn how to dramatically increase click-through rates, steal impressions from competitors, boost conversions, and increase your sales by unbelievable amounts.

About the Author

Richard Stokes is the founder and CEO of AdGooroo, a Kantar Media company and leading provider of digital marketing intelligence. One of the industrys foremost authorities on search engine marketing, Richard is a regular speaker on search topics and a certified expert in both email marketing and conversion optimization. He lives in Glenview, IL.

Table of Contents

The Ultimate Guide to Pay-Per-Click Advertising 1

Book Summary 2

Praise for “The Ultimate Guide To Pay-Per-Click Advertising” 3

About the Author 5

About AdGooroo 5

Legal Notes 5

Best Practices in Paid Search 6

Foreword To The Second Edition By Perry Marshall 19

Preface To The Second Edition 22

Acknowledgements 26

Chapter 1. 99% of Advertisers Are Failing At Paid Search 27

A Few Advertisers In Every Country Dominate Paid Search 27

Virtually Every Business Category Is “Owned” By A Few Advertisers 29

Chapter 2. The Foundation of Successful Paid Search Campaigns 33

Chapter 3. Your Marketing Will Fail without Tracking 36

What Website Analytics Will Tell You 37

Learning More About Analytics 38

Chapter 4. The First Requirement For A Profitable Paid Search Campaign 39

A Better Way to Measure Website Profitability 40

Sometimes Conversion Optimization Isnt Critical 43

Chapter 5. Is Pay-Per-Click Advertising Right For You? 44

PPC Works for Direct Response Marketers and Online Retailers 44

PPC Works for Brand Advertisers 45

Why PPC May Not Work For You 46

When Google AdWords is the least effective way to reach your target customer 48

Chapter 6. What If You Already Have a Great SEO Campaign? 54

PPC Visitors Come From A Different Demographic 54

PPC Campaigns Get Faster Results 54

PPC Provides You With Traffic Diversification 55

Chapter 7. The Water Is Always Rising in Search 57

Paranoia Is Justified: Your Competitors Are Really Out to Get You 58

Chapter 8. The $100 Bidding Myth 60

The “$100 Bidding Myth” 64

Almost Every AdWords Advertiser Is Being Throttled 65

Chapter 9. The Little-Known Metric That Can Increase Your Search Traffic 400% 66

Low Coverage = Lost Opportunities 67

Low Coverage Means You Are Overpaying for Traffic 69

Win the Battle at the Bottom of the Page Before You Fight For the Top 71

Coverage Problems Alert You to Campaign Problems 72

Troubleshooting Coverage Problems 73

How to Monitor Coverage 76

Impression Share 77

Chapter 10. Clickthrough Rates Explained 80

Why Is Clickthrough Rate So Important? 80

The Difficulty in Estimating Clickthrough Rate 81

Branded and Navigational Terms 83

The Position of Your Ads 84

Similarity Between Ad Copy and Keyword Phrase 87

Overall Competitiveness of the Keyword Phrase 89

Other Quality Score Issues 92

Chapter 11. The Ever Changing CPC Formula 93

The Evolution of Pay-Per-Click 93

Advertisers Go Gaga for Google 97

Todays AdWords Pricing Algorithm 98

Budget and Average CPC Prices 100

Simulating CPC Using Computer Models 101

Key Concept: Avoid Gladiator Bidding 108

Summary Of Key Concepts 112

Chapter 12. How Quality Score Works in 2014 114

What Are Quality Scores? 115

Why Is Quality Score Important? 115

History of the Quality Score Algorithm 115

The Official Explanation of the AdWords Quality Score 118

Landing Page CTR 120

Do Landing Page Quality Score Factors Matter Anymore? 121

Best Practice: Managing Quality Scores 123

How to Check Your Quality Scores 124

Limitations of AdWords Quality Score Reporting 124

Best Practice: Monitor For Missing Keywords 126

Quality Score On Bing Ads 126

Bing Quality Score Components 127

How Bing Ads Brings It Together To Calculate Quality Score 128

Recommendations For Managing Quality Score On Bing 129

Absolute vs. Relative Quality Score 130

Chapter 13. How Do Shoppers Shop? 131

The Six Types of Online Buyers 133

What These Groups Have In Common 135

Takeaways For Paid Search Marketers 136

Chapter 14. How Do Searchers Search? 138

The Visitor Intention Model 138

Identifying Your Visitors Purchase Intention 143

The Brand Ladder 144

Chapter 15. How To Increase Your Clickthrough Rate By Nearly 50% With Search Refinements 150

Multiple Impressions Leads To Higher Clickthrough Rate 151

A Real-World Example 152

Think About Search Refinements When Creating Your Campaign 156

Chapter 16. Building Your Keyword List 158

H2 The Four Most Common Keyword Research Mistakes 158

H3 Quantity Is Important ... to a Point 160

Start With Broad Keywords, Then Expand Into Niche Terms 162

To Come Up With Keywords, Think Like Your Customers 162

A Step-By-Step Guide to Keyword Generation 163

Summary 180

Chapter 17. How to Plan A Paid Search Campaign 182

Two Common Campaign Setup Mistakes 182

Start by Categorizing Your Keywords 183

The Advantages of Planning Ahead 186

Dont Create Arbitrary Ad Groups 189

Chapter 18. Cut Campaign Waste with Keyword Matching 190

Google and Bing Match Types 190

H2 Advanced Negative Matching 193

Which Match Types Should You Use? 195

A Simple Refinement to your Spreadsheet That Will Save You Hours of Work 196

Chapter 19. Create Your Ad Groups 198

What About Ad Copy? 199

Use A Desktop Editor To Manage Your Campaigns 199

Your Campaign Will Continue to Evolve Over Time 200

The “Peel and Stick” Technique Explained 200

Chapter 20. The Art and Science of Setting Bids 207

What About Bidding Tools? 207

Figuring out how much to bid 208

Upward Sloping CPC Curves 211

Downward Sloping CPC Curve 213

Irregular CPC Curves 221

Average Position and Conversion Rates 228

Summary 232

Chapter 21. Drag Visitors to Your Site with Killer Ad Copy 233

Write Your Ads to Mirror Your Visitors Intention 234

Write Ads Which Mirror The Organic Search Results 236

Ten Quick Techniques To Increase Your Clickthrough Rates 236

Seven Approaches To Writing Better Ads 242

Nine Ways to Write Terrible Ads 245

A Note About Dynamic Keyword Insertion 246

Paint a Bulls Eye on Your Ads 249

“Borrow” the Best Ads 254

Split-testing 263

Chapter 22. Landing Page Design 266

Optimization Goals 266

The Eight-Fold Path to Conversion Nirvana 267

A Real-World Conversion Optimization Example 303

Chapter 23. Monitoring Your Campaign Performance 310

Why its Important to Stay on Top of Your Campaign Data 310

Key Statistics to Watch 311

How to Use Impression Share 314

Dont Blow It Off! 320

Chapter 24. Put the Competition to Work for You 323

Prioritize Otimization Efforts 323

Peek Into Competitors Business Models 324

Benchmark Against The Competition 325

Plan New Campaigns 327

A Good Estimate Is Hard To Find 328

Estimating Search Volume 331

Estimating Impressions 332

Estimating Clickthrough Rate (CTR) 333

Estimating Cost-Per-Click (CPC) 333

Estimating Conversion Rate and Order Size 334

Estimating Competitors Traffic 335

Other Uses 335

Third-Party Tools 335

Limitations of panel data 340

Summary 341

Chapter 25. Dont Starve Your Campaign 342

How to Set Your Maximum Daily Budget 342

How the Maximum Daily Budget Feature Works 343

Would You Let a Stranger Run Your Marketing? 343

Missing Out on High-Traffic Periods 345

Diverting Your Budget to Low-Profit Keywords 346

Summary 348

Chapter 26. Dont Blindly Trust the Search Engines 349

Chapter 27. Open All Night (Day Parting) 352

The Demographic Marketers 352

The Cost Cutters 353

Dayparting Ignores “Assists” 354

Dayparting Doesnt Cut Costs As Much As You Think 354

Dayparting Helps Your Competitors 355

Dayparting Adds Management Overhead 355

But Sometimes Dayparting Works... 356

Summary 357

Chapter 28. Product Listing Ads 358

A History of PLAs 359

Who Should Use PLAs? 360

Targeting Options For PLAs 363

Why manually target specific keywords for PLAs? 364

Anecdotal Research 365

Chapter 29. Mobile Search and Enhanced Campaigns 367

Does Mobile Search Really Matter? 367

Will Mobile Search Overtake Desktop Search? 373

So Should You Care About Mobile Search? 377

Google AdWords Enhanced Campaigns 378

Enhanced Campaign Settings 379

How Bid Modifiers Work 383

The Downside of Bid Modifiers 384

Mobile Ads on Bing 385

Comparing Mobile Ads on Google And Bing 386

Mobile Advertising Recommendations 387

Product Details

ISBN:
9781599185347
Author:
Stokes, Richard
Publisher:
Entrepreneur Press
Author:
Marshall, Perry
Subject:
Business-Advertising
Copyright:
Edition Description:
Second Edition
Series:
Ultimate Series
Publication Date:
20140331
Binding:
TRADE PAPER
Language:
English
Pages:
240
Dimensions:
10 x 8 in

Related Subjects

Business » Advertising
Business » General
Business » Marketing
Computers and Internet » Internet » Marketing
History and Social Science » Economics » General

Ultimate Guide to Pay-Per-Click Advertising New Trade Paper
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Product details 240 pages Entrepreneur Press - English 9781599185347 Reviews:
"Synopsis" by ,
OUTSMART COMPETITORS. SPEND LESS. MAKE MORE.

Millions compete for exposure on Google and Bing, but 99% of them fail to get results. As the founder of leading digital intelligence firm, AdGooroo, search advertising authority Richard Stokes is in a unique position to reveal whats going wrong and provide solutions to fix it. Led by Stokes, master proven strategies from today's search advertising elite, and discover how to drive significantly more traffic to your website. Learn how to dramatically increase click-through rates, steal impressions from competitors, boost conversions, and increase your sales by unbelievable amounts.

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