Verfügbarkeit: The truth about

The truth about: what customers want

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Bibliographische Detailangaben
1. Verfasser:	Solomon, Michael R. 1956- (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Upper Saddle River, NJ Pearson Education, FT Press 2009
Schlagworte:	Consumer behavior Consumers > Attitudes Verbraucherverhalten Marketing Einstellung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	X, 209 S. 22cm
ISBN:	9780137142262 0137142269

Internformat

MARC


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Datensatz im Suchindex

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adam_text	Titel: The truth about Autor: Lee, Kevin Jahr: 2009 Part I The Truth About Why You Need Paid Placement SEM Truth 1 Paid placement search, supply, demand, and auctions......1 Truth 2 Intrusive media versus the psychic postal carrier...........5 Truth 3 Search: Beyond the new Yellow Pages ..................9 Truth 4 Search: It s like the stock market........................13 Truth 5 Top organic position: It s not enough....................17 Part II The Truth About the History of Paid Search Truth 6 The rise of search....................................21 Truth 7 GoTo.com and the birth of PPC search...................25 Truth 8 Google introduces relevance and yield...................29 Truth 9 The rise of content and context.........................33 Part III The Truth About Google, Yahoo!, and Microsoft Truth 10 PPC search: CPM in disguise?..........................37 Truth 11 The search tax: Are search engines leeches?..............41 Truth 12 Search versus keyword-targeted versus behavioral.........45 Truth 13 Competitive and network ciick fraud: Problems and solutions...............................49 Truth 14 Better targeting with Microsoft adCenter.................53 Part IV The Truth About Customer Acquisition, ROI, Profit, and ROAS Truth 15 Search engine sales versus search engine marketing.......57 Truth 16 Manage your campaigns for maximum profit..............61 Truth 17 ROI and profitability: Beyond ROAS to lifetime value and CRM......................................65 Truth 18 Missing conversions, offline conversion tracking, and SEM .. 69 Truth 19 Search marketing as a metric..........................73 Part V The Truth About Branding and Search Tbuth 20 Branding metrics for SEM..............................77 Truth 21 Search and the buying cycle...........................81 Truth 22 Branding opportunities in keywords.....................85 Truth 23 Paying for shelf space in the search supermarket..........89 Truth 24 Brand discounts at the major search engines.............93 Part VI The Truth About Technology and Analytics Truth 25 Dirty data equals bad bids.............................97 Truth 26 Should you be using web analytics to manage search?.....101 Truth 27 Who s watching the bids?............................105 Truth 28 The click fraud conundrum...........................109 Truth 29 Broad match keywords...............................113 Truth 30 PPC backward and forward...........................117 Part VII The Truth About Best Practices Truth 31 In-house versus outsourced SEM: The CMO s guide to the outsourcing debate............................121 Truth 32 PPC search: Create, influence, capture, and harvest demand...........................................125 Truth 33 Moving beyond campaign efficiency to campaign effectiveness.......................................129 Truth 34 Keyword testing and expansion done right..............133 Truth 35 Test or die: Tune your Google ad campaign..............137 Truth 36 Best practices for PPC: Capturing the search curve tail.....141 Truth 37 Improve site usability to enhance conversion rates........145 Truth 38 Beaten at your own name: Buying your brand............149 Truth 39 Brands, trademarks, and the brand marketer s dilemma ... 153 Part VIII The Truth About Optimizing Your Bids Truth40 Start at the ad: CTR improvement with better creative......157 Truth 41 Day-parts, day of the week, and other cherry-picking techniques............................161 Truth 42 Power segments deliver powerful results................165 Truth 43 Better account structures deliver better results...........169 Part IX The Truth About Landing Pages Truth 44 Creating new PPC search landing pages.................173 Truth 45 How to make landing pages better.....................177 Truth 46 Best practices for landing page excellence...............181 Part X The Truth About Second-Tier Engines and Nonsearch Keyword-Targeted Media Truth 47 Beyond search: Keyword-targeted media taps the powerof Google s AdSense...........................185 Truth 48 Quasi-search: Contextual and behavioral marketing.......189 Truth 49 Behavioral marketing: Behaviorally retargeting searchers .. 193 Part XI The Truth About B2B Paid Search Truth 50 Keywords are not enough for B2B marketing.............197 Truth 51 B2B search best practices............................201 Part XII The Truth About the Future of Keyword-Targeted Media Truth 52 Mobile keyword targeting............................205 Truth 53 Social search ......................................209 Truth 54 Are organic results an endangered species?.............213 Truth 55 Search beyond the browser...........................217 About the Author...................................220 iv
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spelling	Solomon, Michael R. 1956- Verfasser (DE-588)129227684 aut The truth about what customers want Michael R. Solomon What customers want Upper Saddle River, NJ Pearson Education, FT Press 2009 X, 209 S. 22cm txt rdacontent n rdamedia nc rdacarrier Consumer behavior Consumers Attitudes Verbraucherverhalten (DE-588)4062644-1 gnd rswk-swf Marketing Verbraucherverhalten Einstellung Verbraucherverhalten (DE-588)4062644-1 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024884561&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
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subject_GND	(DE-588)4062644-1
title	The truth about what customers want
title_alt	What customers want
title_auth	The truth about what customers want
title_exact_search	The truth about what customers want
title_full	The truth about what customers want Michael R. Solomon
title_fullStr	The truth about what customers want Michael R. Solomon
title_full_unstemmed	The truth about what customers want Michael R. Solomon
title_short	The truth about
title_sort	the truth about what customers want
title_sub	what customers want
topic	Consumer behavior Consumers Attitudes Verbraucherverhalten (DE-588)4062644-1 gnd
topic_facet	Consumer behavior Consumers Attitudes Verbraucherverhalten
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024884561&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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