The key ingredient to any media campaign is the marketing strategy. Through a strategic planning process, you'll identify your messages, target audiences, and marketing goals. These foundational elements are core to search engine advertising, too. Once they've been established, you'll find it much easier to choose relevant keywords, write effective ad listings, and develop landing pages that close the sale.
As you read Part I, write down whatever creative ideas pop into your head. Plenty of tips are included to help you evaluate the market viability of your concepts. Plus, you might decide to run with them once you learn how to track your results later in this book. Let's start by uncovering the mystery of how search engines work and how they impact your business.
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Chapter 1 Why is Search Engine Advertising Important?
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Chapter 2 Marketing Campaign Foundation
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Chapter 3 Choosing Keywords for Maximum Performance
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Chapter 4 Copywriting Tips to Improve Your Click-Through Rate
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Chapter 5 Landing Pages that Convert Visitors into Buyers