Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)

ISBN: 0321495993
EAN: 2147483647

Year: 2004
Pages: 155

Authors: Kevin Lee, Catherine Seda

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Search Engine Advertising: Buying Your Way to the Top to Increase Sales
Search Engine Advertising: Buying Your Way to the Top to Increase Sales
Copyright
Here s what others are saying about Search Engine Advertising:
About the Author
About the Technical Reviewers
Acknowledgments
Tell Us What You Think
Foreword
Introduction: Buying Your Way to the Top to Increase Sales
Optimization Versus Advertising: What s the Difference?
Why I Wrote Search Engine Advertising
How This Book Is Organized
Part I: Planning a Successful Strategy
Chapter 1. Why Is Search Engine Advertising Important?
It s Quick, Easy, and Inexpensive to Generate New Business
Expand Brand Awareness
A Simple Way to Test New Promotions
Advertising Complements Web Site Optimization Efforts
Search Engine Alliances Show Path to Success
Chapter 2. Marketing Campaign Foundation
Mission Statement
Target Market
Unique Selling Points
Call to Action
Chapter 3. Choosing Keywords for Maximum Performance
Branded Keywords
Generic Keywords
Chapter 4. Copywriting Tips to Improve Your Click-Through Rate
Seven Ways to Attract Buyers, Not Browsers
Top 10 Ways to Avoid Rejection
Monitoring Your Competitors Click-Through Performance
Chapter 5. Landing Pages That Convert Visitors into Buyers
Provide a Direct Path
Complete the Message from Your Ad Listing
Design Page Layout to Invite the Sale
Three Psychological Factors of Selling
Conclusion
Part II: Paid Placement Programs
Chapter 6. Fixed Placement
The Advantages of Using Fixed Placement
The Challenges of Fixed Placement
Creating a Fixed Placement Questionnaire
Chapter 7. Pay-For-Placement
The Advantages of Pay-For-Placement
The Challenges of Pay-For-Placement
Pay-For-Placement Questionnaire
Conclusion
Part III: Paid Inclusion Programs
Chapter 8. Submit URL
The Advantages of Submit URL
The Challenges of Submit URL
Chapter 9. Trusted Feed
The Advantages of Trusted Feed
The Challenges of Trusted Feed
Chapter 10. Web Site Optimization
What Do Search Engines Want?
Keyword Density and Rankings
Search Engine Submission Checklist
Conclusion
Part IV: Specialized Search Engines
Chapter 11. Comparison Shopping Engines
Preparing for a Shopping Engine Program
Live or Die by Customer Testimonials
Chapter 12. Vertical Market Search Engines
Go to Your Target Market
Benefit from Their Marketing Expenditures
Chapter 13. International Search Engines
Tips for International Marketing
International Search Engine Popularity
Conclusion
Part V: Tracking Your Return on Investment
Chapter 14. Before You Start Advertising...
What Is ROI?
Set a Customer Acquisition Cost Goal
Test Before You Invest
Search Engine Click-Through Reports
Search Engine Conversion Tracking
Chapter 15. ROI Tracking Tips
Get Deep with Your Data
Routine Campaign Analysis
Double-Check Your ROI Reports
Conversion Issues
Your Solution Options
Chapter 16. Small Business E-Commerce Solutions
Advantages of E-Commerce Systems
Challenges of E-Commerce Solutions
Chapter 17. Affiliate Programs
Advantages of Affiliate Programs
Challenges of Affiliate Programs
Chapter 18. Web Analytics
Advantages of Web Analytics
Challenges of Web Analytics
Chapter 19. Bid Management Tools
Advantages of Bid Management Tools
Challenges of Bid Management Tools
Chapter 20. Internet Marketing Agencies
Advantages of Internet Marketing Agencies
Challenges of Internet Marketing Agencies
Conclusion
Part VI: Protecting Your Profits
Chapter 21. Watch Out for Click Fraud
Safeguards Search Engines Can and Can t Offer
Identifying Click Fraud Patterns
Deter Fraudulent Clickers
Reporting Evidence to Resolve Past and Future Incidents
Chapter 22. Trademark Infringement
Filing a Complaint with the Search Engines
Cease and Desist Letter
Legal Loopholes
International Law Leading the Way
Chapter 23. Managing Your Affiliates
The Amazing Success of Trademarks
Create an Affiliate Strategy
Trademark Protection Agreement
If You re an Affiliate: The Gold Rush Is On
Glossary
Conclusion
Resources
Web Sites
Books
Search Engine Visibility, Chapter 1 Excerpt
Part 1: Before You Build
Introduction
Why Search Engine Visibility Is Important
Understanding the Search Services
Web Design Rules
Index
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