Pay-per-click search engine marketing handbook: low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines
PPC advertising : fraud, branding, search engines, and tools.
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Brooklyn, N.Y.
MordComm
2007
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Summary: | PPC advertising : fraud, branding, search engines, and tools. |
| Physical Description: | VII, 194 S. graph. Darst. |
| ISBN: | 9781411628175 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Table of Contents
Chapter 1 - Introduction
Advantages of Reading the Pay-Per-Click Search Engine
Marketing Handbook __________________________
Chapter 2 - What is Pay-Per-Click Search Engine Advertising? ____6
How Pay-Per-Click Search Engine Advertising Works_____________6
Is a Pay-Per-Click Campaign the Right Investment for My Business?_ 8
Pay Per Click Versus Search Engine Optimization________________8
The Popularity of Pay-Per-Click Advertising___________________10
Chapter 3 - Why Use Pay-Per-Click Advertising?________________12
Combining Pay Per Click With Search Engine Optimization______12
The Effect of Ad Location on Reader Response________________12
The Advantages of Combining Pay Per Click With SEO__________13
Why Is Pay-Per-Click Advertising So Effective?_________________14
Do Different Businesses Benefit From Different Aspects of PPC? _ 17
Research Results Showing the Growing Importance of
Pay Per Click__________________________________________19
Is Pay Per Click Replacing Other Methods of Online Advertising? _ 20
Conclusion_______________________________________________21
Chapter 4 - Developing a Successful Ad Campaign______________22
Opening an Advertiser Account on a PPC Search Engine_________23
Writing a PPC Ad That Generates Results_____________________23
Choosing Keywords That Work Best for Your Business__________27
Keyword Selection Tools _____________________________________29
iv
Keyword Matching Options________________________________30
Controlling Your Costs____________________________________32
Bidding For Keywords ____________________________________32
Manual Bidding Versus Auto-Bidding___________________________33
Ad Positioning______________________________________________34
Bid Gaps__________________________________________________35
Landing Pages___________________________________________ 36
Budgeting for Pay-Per-Click Ad Campaigns ___________________ 37
Chapter 5 - Tracking Ad Campaigns__________________________40
Third-Party Tracking Tools_________________________________40
How Ad Trackers Work___________________________________42
What You Should Be Tracking_____________________________42
Tracking RO1_______________________________________________43
Search Engine Tools and Third-Party Software_________________44
The Importance of Tracking________________________________47
Click Fraud_____________________________________________48
Chapter 6 — Click Fraud and How to Counteract It
in Ad Campaigns _______________________________________49
The Growth of Click Fraud_________________________________49
How Click Fraud Affects Advertisers ________________________ 53
What About That Infamous Invalid Click ? How Is It Defined? _ 53
The Sources of Click Fraud_________________________________ 54
Detecting Click Fraud._____________________________________57
The Response of Search Engines to Click Fraud________________59
How Advertisers Can Combat Click Fraud____________________60
Chapter 7 -The Role of Relevance: PPC Contextual and
Search Advertising_____________________________________64
Quality Score — Google Changes Tactics_______________________65
Choosing Between Search Results and Content Network
Placement_____________________________________________66
Further Developments Enhancing the Appeal of Advertising
on the Content Network _______________________________69
When Contextual Pay-Per-Click Advertising Is a Good Choice____71
Tips and Techniques for Contextual Ads______________________74
Chapter 8 — Branding and Behavioral Targeting in Pay-Per-Click
Advertising______________________________________________77
Methods PPC Advertisers Can Use to Brand Products ___________78
Experimenting With Branding Online_________________________79
Additional Tips on Branding Online__________________________84
Behavioral Targeting______________________________________85
Chapter 9 — Local Pay-Per-Click Advertising____________________89
What Is Local PPC Advertising and Why Should You Consider It? _ 89
The History of Local Search on the Internet___________________89
Local PPC Search Engines__________________________________91
Internet Yellow Pages, City Guides, and Comparison
Shopping Search Engines___________________________________99
Conclusion______________________________________________100
Chapter 10 - Types of Pay-Per-Click Search Engines
and Reviews____________________________________________102
The Top Ten Pay-Per-Click Search Engines___________________102
Second-Tier Pay-Per-Click Search Engines____________________113
Pay-Per-Inclusion Search Engines___________________________119
International PPC Search Engines___________________________120
VI
Niche Pay-Per-Click Search Engines________________________ 121
Comparison Shopping PPC Search Engines __________________ 122
Pay-Per-Call Online Advertising___________________________ 125
Conclusion____________________________________________ 126
Chapter 11 - Pay-Per-Click Tools_____________________________128
How PPC Tools Can Make Managing an Ad Campaign Easier___ 128
The Types of Pay-Per-Click Tools Available__________________ 129
Pay-Per-Click Management Tools _______________________ 130
Pay-Per-Click Tracking Tools___________________________ 134
Click Fraud Monitoring_______________________________ 137
Keyword Research Tools______________________________ 141
Conclusion ____________________________________________ 143
Chapter 12 — Tips From the Experts___________________________144
Chapter 13 - The Future of Pay Per Click; Insights Into
Upcoming Trends_______________________________________169
Chapter 14 — Conclusion_____________________________________176
Pay-Per-Click Bonuses (as of March 2007) ___________________ 176
Appendix 1 Glossary________________________________________178
Appendix 2 Recommended Reading__________________________182
Appendix 3 Recommended Resources________________________185
Final Message From the Authors_____________________________190
Search Marketing Standard Magazine___________________________ 191
AdWatcher- Fraud Monitor and Ad Tracker____________________ 192
AdS dentist- Pay-Per-Click Bid Manager_______________________ 193
PayPerClick Universe - Everything You Need to
Know About PPC__________________________________________ 194
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| discipline | Wirtschaftswissenschaften |
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| indexdate | 2024-07-09T22:37:36Z |
| institution | BVB |
| isbn | 9781411628175 |
| language | English |
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| spelling | Mordkovich, Boris Verfasser aut Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines Boris Mordkovich ; Eugene Mordkovich Brooklyn, N.Y. MordComm 2007 VII, 194 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier PPC advertising : fraud, branding, search engines, and tools. Branding (Marketing) Internet advertising Internet marketing Search engines Suchmaschine (DE-588)4423007-2 gnd rswk-swf Direktmarketing (DE-588)4012421-6 gnd rswk-swf Suchmaschine (DE-588)4423007-2 s Direktmarketing (DE-588)4012421-6 s DE-604 Mordkovich, Eugene Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020214117&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Mordkovich, Boris Mordkovich, Eugene Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines Branding (Marketing) Internet advertising Internet marketing Search engines Suchmaschine (DE-588)4423007-2 gnd Direktmarketing (DE-588)4012421-6 gnd |
| subject_GND | (DE-588)4423007-2 (DE-588)4012421-6 |
| title | Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines |
| title_auth | Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines |
| title_exact_search | Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines |
| title_full | Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines Boris Mordkovich ; Eugene Mordkovich |
| title_fullStr | Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines Boris Mordkovich ; Eugene Mordkovich |
| title_full_unstemmed | Pay-per-click search engine marketing handbook low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines Boris Mordkovich ; Eugene Mordkovich |
| title_short | Pay-per-click search engine marketing handbook |
| title_sort | pay per click search engine marketing handbook low cost strategies for attracting new customers using google msn yahoo other search engines |
| title_sub | low cost strategies for attracting new customers using Google, MSN, Yahoo! & other search engines |
| topic | Branding (Marketing) Internet advertising Internet marketing Search engines Suchmaschine (DE-588)4423007-2 gnd Direktmarketing (DE-588)4012421-6 gnd |
| topic_facet | Branding (Marketing) Internet advertising Internet marketing Search engines Suchmaschine Direktmarketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020214117&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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