Pay-Per-Click Search Engine Marketing: An Hour a Day

Description

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. 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 collected

Pay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.

CONTENTS:

1 The Art and Science of PPC Advertising.

  
2 How the PPC Machine Works.

  
3 Core PPC Skills and Objectives.

  
4 Month 1 — Research Keywords and Establish Campaign Structure.

  
5 Month 2 — Create Great PPC Ads.

  
6 Month 3 — Design Effective Landing Pages.

  
7 Month 4 — Advertise on the Content Network.

  
8 Month 5 — Launch Your Campaign.

  
9 Month 6 — Optimize Your Campaign.

  
10 Month 7 — Test Ads Using Advanced Techniques.

  
11 Month 8 — Test and Optimize Landing Pages.

  
12 Month 9 — Migrate Your Campaign to Microsoft and Yahoo!