Search Engine Advertising: Buying Your Way to the Top to Increase Sales

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Search Engine Advertising: Buying Your Way to the Top to Increase Sales
By Catherine ‚  Seda
‚  
Publisher : New Riders Publishing
Pub Date : February 24, 2004
ISBN : 0-7357-1399-5
Pages : 368
Slots : 1.0 ‚  


Create an effective search engine advertising strategy to make sure you get the most bang for your buck!

  • Discover how to effectively buy a top position on major search engines, avoid common pitfalls such as poor-performing ad copy, and evaluate and correct low visitor-to-buyer conversions.

  • Author breaks down sophisticated topics and communicates them in a way that anyone can grasp what has to happen to make a website succeed.

A few years ago, getting a top ranking within a search engine was solely based on search engine optimization, where web site design had to have elements that appealed to the search engines. While good web site design remains key to attaining listings in certain search engines, most search engines allow marketers to buy specific keyword positions in addition to, or instead of, programming their way to the top. This new advertising opportunity means that small businesses can compete directly with large corporations without having bigger, better web sites. Paid search engine listings can point to any page within a web site. So today, a top keyword position is less about luck and more about strategy and businesses with out a strategy are losing sales. Second only to e-mail, the most common activity for U.S. Internet users is searching for information. Fortunately, with a little education and preplanning, any company can launch a search engine advertising program - within days. This book reveals how to effectively buy a top position on the major search engines and directories. Readers will discover how to avoid common pitfalls such as poor-performing ad copy and low visitor-to-buyer conversions. This book teaches novices how to immediately market their web sites in search engines. It also offers tips for advanced marketers to evaluate and improve their current results.

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Copyright

Copyright ‚ 2004 by New Riders Publishing

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means ‚ electronic, mechanical, photocopying, recording, or otherwise ‚ without written permission from the publisher, except for the inclusion of brief quotations in a review.

Library of Congress Catalog Card Number: 2003114660

Printed in the United States of America

First printing: February, 2004

09 08 07 06 05 04 7 6 5 4 3 2 1

Interpretation of the printing code: The rightmost double-digit number is the year of the book's printing; the rightmost single-digit number is the number of the book's printing. For example, the printing code 04-1 shows that the first printing of the book occurred in 2004.

Trademarks

All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. New Riders Publishing cannot attest to the accuracy of this information. Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark.

Warning and Disclaimer

Every effort has been made to make this book as complete and as accurate as possible, but no warranty of fitness is implied . The information is provided on an as-is basis. The authors and New Riders Publishing shall have neither liability nor responsibility to any person or entity with respect to any loss or damages arising from the information contained in this book or from the use of the CD or programs that may accompany it.

Credits

Publisher

Stephanie Wall

Production Manager

Gina Kanouse

Executive Development Editor

Lisa Thibault

Project Editor

Michael Thurston

Copy Editor

Toni Ackley

Indexer

Cheryl Lemmens

Proofreader

Debbie Williams

Composition

Ron Wise

Manufacturing Coordinator

Dan Uhrig

Interior Designer

Kim Scott

Cover Designer

Aren Howell

Media Developer

Jay Payne

Marketing

Scott Cowlin

Tammy Detrich

Publicity Manager

Susan Nixon

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