Pay Per Click Search Engine Marketing for Dummies (For Dummies)

Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

• Use the right keywords to trigger your ads
• Figure your breakeven point
• Write ads that reach your customers
• Calculate return on investment
• Use geo targeting
• Track your ad results

* Pay-per-click (PPC) advertising allows businesses to target their audiences precisely through keywords people type into a search engine; businesses only pay when people click on a link in their ad

* Growing advertising revenue from PPC-which is now the largest segment of the online advertising market, with a 30 percent annual growth rate-is behind the recent success of Google and Yahoo!; Microsoft recently entered the market with its own PPC service, MSN AdCenter

* This book demystifies the sometimes confusing world of PPC and shows businesses how to maximize returns on PPC advertising

* Topics covered include selecting among PPC providers (Google, Yahoo!, and MSN as well as lesser-known names such as FindWhat, Enhance, and Kanoodle), choosing the right keywords, writing effective ads, calculating return on investment, using PPC click tracing and conversion tracking tools, watching for click fraud, and harnessing advanced PPC techniques

Pay-per-click (PPC) advertising allows businesses to target their audiences precisely through keywords people type into a search engine; businesses only pay when people click on a link in their ad

Growing advertising revenue from PPC– which is now the largest segment of the online advertising market, with a 30 percent annual growth rate– is behind the recent success of Google and Yahoo!; Microsoft recently entered the market with its own PPC service, MSN AdCenter

This book demystifies the sometimes confusing world of PPC and shows businesses how to maximize returns on PPC advertising

Topics covered include selecting among PPC providers (Google, Yahoo!, and MSN as well as lesser-known names such as FindWhat, Enhance, and Kanoodle), choosing the right keywords, writing effective ads, calculating return on investment, using PPC click tracing and conversion tracking tools, watching for click fraud, and harnessing advanced PPC techniques

Peter Kent (Denver, CO) is currently an e-commerce consultant who specializes in search-engine optimization, including Pay Per Click technology. He has carried out search engine and pay per click campaigns. He is the former Vice President of Marketing at Indigio, a Web applications developer, where he worked on search engine optimization. He has worked online since 1984; written about the Internet since 1993; and authored many Internet-related books, periodical articles, and columns. His Geek News column ran in two Colorado newspapers. He founded the e-business service provider, BizBlast.com, and is the author of Search Engine Optimization FD. He will promote this book on his site at www.searchenginebulletin.com.

Introduction.

Part I. Preparing for Your Campaign.

Chapter 1. Introducing Pay Per Click Advertising.

Chapter 2. The Different Forms of PPC.

Chapter 3. Calculating ROI (Return of Investment).

Chapter 4. Selecting Keywords.

Chapter 5. Creating Landing Pages.

Chapter 6. Finding the Right Words for Your Ad.

Chapter 7. Bidding on Keywords.

Part II. Using the PPC Systems.

Chapter 8. Working with Yahoo! Sponsored Search.

Chapter 9. Buying Traffic from Google AdWords.

Chapter 10. Harnessing MSN Keywords.

Chapter 11. Using the Second-and Third-Tier PPC Systems.

Chapter 12. Using Geo-Targeting.

Chapter 13. Working with Content or Contextual Placement.

Chapter 14. Other PPC Services - Shopping Directories, Yellow Pages, and More.

Part III. Managing Your Campaign.

Chapter 15. Using Click Tracking and Conversion Tracking Tools.

Chapter 16. Working with Bid-Management Tools.

Chapter 17. Avoiding Click Fraud.

Part IV. The Part of Tens.

Chapter 18. Ten Ways to Make Money Selling Clicks.

Chapter 19. Ten Ways to Stay Up-to-Date and Track Down the Details..

Index.