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Informationen zum Autor 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.com/blog). 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. Klappentext The complete guide to a winning pay-per-click marketing campaignPay-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 collectedPay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method. Zusammenfassung 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. Inhaltsverzeichnis Foreword xxxi Introduction xxxiii Chapter 1 The Art and Science of PPC Advertising 1 PPC and Direct Advertising Fundamentals 2 Components of a Successful PPC Campaign 5 Keywords 6 Ads 6 Bid Prices 7 Landing Pages 8 Conversion Path 10 PPC Campaign Uses 10 The Science of PPC 11 The Art of PPC 12 The State of the PPC Industry 13 Chapter 2 How the PPC Machine Works 17 Think Like a Search Engine 18 How and Where Ads Appear on SERPs 19 How Advertisements Are Triggered 20 How Advertisements Are Ranked 21 How Keyword Match Types Work 27 How Ads Appear on the Google Content Network 30 After the Click 33 Chapter 3 Core PPC Skills and Objectives 37 Learn Scientific Advertising and Ad Copywriting 38 Know Thy Customer 40 Ask the Right Questions 40 How Do Potential Customers Search? 41 What If There's No Search? 45 What's Your PPC Strategy? 46 Chapter 4 Month 1-Research Keywords and Establish Campaign Structure 49 Week 1: Research Keywords 50 Monday: Defining Personas 50 Tuesday: Using Keyword Research Tools 51 Wednesday:...
