How This Book Is Organized

‚  < ‚  Day Day Up ‚  > ‚  

This book provides insight into buying one of the top positions on the major search engines and directories. It covers the advantages and challenges of the various types of programs. It also offers tools and resources to help you better manage the campaigns you implement. My goal is to help you increase your sales volume at the lowest cost-per-customer.

Part I, "Planning a Successful Strategy," provides an understanding of how search engines impact your business. It explains how search engine advertising supports optimization, and the relationships among the search engines. There are relevant statistics and case studies in here, but if you're not new to search engine marketing, then you can skim through Chapter 1, "Why Is Search Engine Advertising Important?"

You'll also learn in Part I the step-by-step process to creating the fundamental components in your campaigns ‚ from keyword analysis to ad listing copywriting to converting site visitors . You'll want to refer back to this section at several stages of your advertising, because these guidelines are the foundation for running a successful campaign.

Part II, "Paid Placement Programs," reveals the two main programs that will grant you a #1 position right now: Fixed Placement and Pay-For-Placement (PFP). Often the same search engines offer both programs; one or both may fit your needs based on your resource allocation and competitive strategy.

Part III, "Paid Inclusion Programs," reviews Submit URL and Trusted Feed. You'll find mandatory web site design optimization techniques to ensure that your site is ready for an inclusion program. As in Part II, I'll address top advantages and challenges for these programs.

Part IV, "Specialized Search Engines," explores new breeds of search engines such as shopping bots and vertical market engines. If you're looking to promote your company overseas, you'll find information on the international search engines here as well.

Part V, "Tracking Your Return on Investment," is written to take your campaigns to the next level of efficiency. You may find that a tool you're already using for another online marketing application can track search engine advertising at no additional cost. This section points out software and services that have multiple uses for your business, thereby reducing your search engine advertising costs.

Part VI, "Protecting Your Profits," deals with a few key business and legal problems that cost companies a lot of money. By addressing these issues early in a campaign, you'll be spared hours and dollars trying to resolve these inefficiencies later. Many companies are already experiencing the pain of profit loss and will find resolutions they can implement right away.

This book does not address specific advertising tactics for each search engine, or the technical features within a given tool. Because the only constant in search engine advertising is change, I've created a companion web site at www.searchenginesales.com that includes greater detail on particular topics. In my free e-zine, I share tips every month responding to the latest industry developments. If you have a tool that you love (or hate), a case study you'd like to share, or questions about the material covered in this book, I welcome your email. Good luck with your search engine advertising strategy, and I'll see you at the top!

‚ Catherine ‚  Seda
catherine@sedacommunication.com

‚  < ‚  Day Day Up ‚  > ‚  


Search Engine Advertising. Buying Your Way to the Top to Increase Sales
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)
ISBN: 0321495993
EAN: 2147483647
Year: 2004
Pages: 155

flylib.com © 2008-2017.
If you may any questions please contact us: flylib@qtcs.net