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- Search Engine Advertising: Buying Your Way to the Top to Increase Sales
- Search Engine Advertising: Buying Your Way to the Top to Increase Sales
- Search Engine Advertising: Buying Your Way to the Top to Increase Sales
- Copyright
- Here s what others are saying about Search Engine Advertising:
- About the Author
- About the Technical Reviewers
- Acknowledgments
- Tell Us What You Think
- Foreword
- Introduction: Buying Your Way to the Top to Increase Sales
- Optimization Versus Advertising: What s the Difference?
- Why I Wrote Search Engine Advertising
- How This Book Is Organized
- Part I: Planning a Successful Strategy
- Chapter 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
- Chapter 2. Marketing Campaign Foundation
- Mission Statement
- Target Market
- Unique Selling Points
- Call to Action
- Chapter 3. Choosing Keywords for Maximum Performance
- Branded Keywords
- Generic Keywords
- Chapter 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
- Chapter 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
- Conclusion
- Part II: Paid Placement Programs
- Chapter 6. Fixed Placement
- The Advantages of Using Fixed Placement
- The Challenges of Fixed Placement
- Creating a Fixed Placement Questionnaire
- Chapter 7. Pay-For-Placement
- The Advantages of Pay-For-Placement
- The Challenges of Pay-For-Placement
- Pay-For-Placement Questionnaire
- Conclusion
- Part III: Paid Inclusion Programs
- Chapter 8. Submit URL
- The Advantages of Submit URL
- The Challenges of Submit URL
- Chapter 9. Trusted Feed
- The Advantages of Trusted Feed
- The Challenges of Trusted Feed
- Chapter 10. Web Site Optimization
- What Do Search Engines Want?
- Keyword Density and Rankings
- Search Engine Submission Checklist
- Conclusion
- Part IV: Specialized Search Engines
- Chapter 11. Comparison Shopping Engines
- Preparing for a Shopping Engine Program
- Live or Die by Customer Testimonials
- Chapter 12. Vertical Market Search Engines
- Go to Your Target Market
- Benefit from Their Marketing Expenditures
- Chapter 13. International Search Engines
- Tips for International Marketing
- International Search Engine Popularity
- Conclusion
- Part V: Tracking Your Return on Investment
- Chapter 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
- Chapter 15. ROI Tracking Tips
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