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Other titles in the Voices That Matter series:
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (Voices That Matter)
Synopses & Reviews
Second only to e-mail, the most common activity for U.S. Internet users is searching for information. A few years ago, obtaining a high click-through rate within a search engine was solely based on search engine optimization, where web site design had to have elements that appealed to the search engines. While good web site design remains key to attaining listings in certain search engines, most search engines allow marketers to buy specific keyword positions in addition to, or instead of, programming their way to the top. This new advertising opportunity means that small businesses can compete directly with large corporations without having bigger, better web sites. Paid search engine listings can point to any page within a web site. So today, a top keyword position is less about luck and more about strategy and businesses with out a strategy are losing sales. Fortunately, with a little education and pre-planning, any company can launch a search engine advertising program - within days. This book reveals how to effectively buy a top position on the major search engines and directories. Readers will discover how to avoid common pitfalls such as poor-performing ad copy and low visitor-to-buyer conversions. This book teaches novices how to immediately market their web sites in search engines. It also offers tips for advanced marketers to evaluate and improve their current results.
“A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do!”
—Danny Sullivan, Editor SearchEngineWatch.com
Nothing delivers high-quality traffic like the search engines, but if you’re not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program.
Key features in this book include learning how to:
• Buy top positions on the major search engines profitably
• Transform poor ad copy into ads that deliver results
• Increase visitor-to-buyer conversions
• Begin paid search advertising now, even if you’re a novice
• Use advanced techniques to evaluate and improve your results
• Leverage successes from Google into Yahoo, Microsoft, and more
• Leave the unprofitable clicks to your competition while grabbing the most profitable ones
You don't have to have the biggest name or the most dazzling graphics to lure customers to your Web site. These days, all you really need is prominent search-engine placement. This book shows you how to get it! With searching one of the most popular Internet activities, a top spot on a major search engine virtually ensures a high volume of visitors--though converting them to buyers is another story. In these pages, top Internet marketer and strategist Catherine Seda tackles both parts of that equation. First, she outlines the strategy involved in buying the specific keyword positions that will lead users directly to the page you want. Then, she describes how you can turn poor-performing ad copy into targeted sales-getters, and how you can evaluate and correct low visitor-to-buyer conversions. Beginning marketers will find the info they need to implement a Web strategy quickly, while advanced marketers will find all kinds of tips for analyzing and improving current results.
About the Author
Catherine Seda is a popular speaker on the topics of search engine marketing, affiliate management, and low-cost web site promotion. She's known for sharing practical tips and tools in her dynamic sessions at leading search engine, marketing, and industry association conferences.
Since 1995, Catherine has worked with organizations in the U.S. and Europe to leverage the Internet as a marketing tool. As the marketing executive of a web agency for five years, she championed client online promotions that included search engine optimization, pay-per-click media buys, opt-in email, banner advertising, link popularity campaigns, custom sweepstakes, and ROI tracking. She also designed the search engine program, which included co-creating an affiliate trademark protection strategy, for a direct response TV agency's clients.
Through her agency, Seda Communication, Catherine offers open workshops and onsite training for search engine marketing. Additionally, she leads a team of search engine specialists in managing corporate client campaigns.
Catherine shares revenue-generating techniques in her articles as a regular columnist for Entrepreneur magazine, editor of the Search Engine Sales e-zine, and freelance writer for industry publications including Response magazine, SearchDay (Search Engine Watch), LookSmart, Pay Per Click Analyst, FindWhat.com, and others. She's also a contributing author of Search Engine Positioning.
Catherine believes in a "test before you invest" Internet marketing strategy for immediate and long-term success.
Table of Contents
Optimization Versus Advertising: What's the Difference? Why I Wrote Search Engine Advertising. How This Book Is Organized.
I. PLANNING A SUCCESSFUL STRATEGY.
1. Why Is Search Engine Advertising Important?
It's Quick, Easy, and Inexpensive to Generate New Business. Expand Brand Awareness. A Simple Way to Test New Promotions. Advertising Complements Web Site Optimization Efforts. Search Engine Alliances Show Path to Success.
2. Marketing Campaign Foundation.
Mission Statement. Target Market. Unique Selling Points. Call to Action.
3. Choosing Keywords for Maximum Performance.
Branded Keywords. Generic Keywords.
4. Copywriting Tips to Improve Your Click-Through Rate.
Seven Ways to Attract Buyers, Not Browsers. Top 10 Ways to Avoid Rejection. Monitoring Your Competitors' Click-Through Performance.
5. Landing Pages That Convert Visitors into Buyers.
Provide a Direct Path. Complete the Message from Your Ad Listing. Design Page Layout to Invite the Sale. Three Psychological Factors of Selling.
II. PAID PLACEMENT PROGRAMS.
6. Fixed Placement.
The Advantages of Using Fixed Placement. The Challenges of Fixed Placement. Creating a Fixed Placement Questionnaire.
The Advantages of Pay-For-Placement. The Challenges of Pay-For-Placement. Pay-For-Placement Questionnaire.
III. PAID INCLUSION PROGRAMS.
8. Submit URL.
The Advantages of Submit URL. The Challenges of Submit URL.
9. Trusted Feed.
The Advantages of Trusted Feed. The Challenges of Trusted Feed.
10. Web Site Optimization.
What Do Search Engines Want? Keyword Density and Rankings. Search Engine Submission Checklist.
IV. SPECIALIZED SEARCH ENGINES.
11. Comparison Shopping Engines.
Preparing for a Shopping Engine Program. Live or Die by Customer Testimonials.
12. Vertical Market Search Engines.
Go to Your Target Market. Benefit from Their Marketing Expenditures.
13. International Search Engines.
Tips for International Marketing. International Search Engine Popularity.
V. TRACKING YOUR RETURN ON INVESTMENT.
14. Before You Start Advertising…
What Is ROI? Set a Customer Acquisition Cost Goal. Test Before You Invest. Search Engine Click-Through Reports. Search Engine Conversion Tracking.
15. ROI Tracking Tips.
Get Deep with Your Data. Routine Campaign Analysis. Double-Check Your ROI Reports. Conversion Issues. Your Solution Options.
16. Small Business E-Commerce Solutions.
Advantages of E-Commerce Systems. Challenges of E-Commerce Solutions.
17. Affiliate Programs.
Advantages of Affiliate Programs. Challenges of Affiliate Programs.
18. Web Analytics.
Advantages of Web Analytics. Challenges of Web Analytics.
19. Bid Management Tools.
Advantages of Bid Management Tools. Challenges of Bid Management Tools.
20. Internet Marketing Agencies.
Advantages of Internet Marketing Agencies. Challenges of Internet Marketing Agencies.
VI. PROTECTING YOUR PROFITS.
21. Watch Out for Click Fraud.
Safeguards Search Engines Can and Can't Offer. Identifying Click Fraud Patterns. Deter Fraudulent Clickers. Reporting Evidence to Resolve Past and Future Incidents.
22. Trademark Infringement.
Filing a Complaint with the Search Engines. Cease and Desist Letter. Legal Loopholes. International Law Leading the Way.
23. Managing Your Affiliates.
The Amazing Success of Trademarks. Create an Affiliate Strategy. Trademark Protection Agreement. If You're an Affiliate: The Gold Rush Is On!
Web Sites. Books.
Search Engine Visibility, Chapter 1 Excerpt.
What Our Readers Are Saying