Why I Wrote Search Engine Advertising

Why I Wrote Search Engine Advertising

The most significant change in the search engine field is the shift to a "Pay-For-Placement" model. Several years ago, getting a top ranking was based solely on search engine optimization. Submitting a web site to search engines was also free. Good web site design remains key to attaining some high rankings, but now search engines allow marketers to buy specific keyword positions in addition to, or instead of, programming their way to the top.

When I talk about this opportunity with people, it's as though I've revealed the truth about the Tooth Fairy. As search engine users, they're disappointed that companies can influence their search engine positions. Some are even appalled to learn that search engines don't magically find the best sites on the web in an unbiased fashion. But, by the conclusion of the story on how search engines work, the lightbulb has turned on. "You mean I can get MY web site a #1 position?" they ask. Yes, you can. And that's why I have written a book on buying your way to the top.

All levels of business managers can participate in search engine advertising and see results ‚ often within days. My goal is to share the common principles that are proven to work for both entrepreneurs and large corporations.

And by all means, be creative! The best (and most challenging) part about this process is that you can modify your campaigns at any time. You know your business better than anyone . By experimenting with your campaigns, you'll discover which specific techniques boost your sales and profit margins.