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Table Of Contents

Introduction
About This Book
Foolish Assumptions
How This Book Is Organized
Part I: Preparing for Your Campaign
Part II: Using the PPC Systems
Part III: Managing Your Campaign
Part IV: The Part of Tens
Icons Used in This Book
Chapter 1
The Days before PPC
Understanding PPC: What It Is and Why You Should Care
PPC, 1-2-3
PPC pulls the banner down
The power of search advertising
Is Everyone Making Money with PPC?
Why use PPC if you’re losing money?
Most advertising doesn’t work
So can you make money with PPC?
Why Bother Using PPC?
Placing Eggs in Several Baskets
The Big Two PPC Search Engines
Who Feeds Whom?
Second-Tier PPC Systems
Third-Tier Search Engines
Geo-targeting
Content-Match or Contextual PPC
First-tier content-match systems
Second-tier content-mach systems
Underlined Words
Paid Inclusion
Trusted Feeds
Shopping Directories
eBay Keywords
Pay Per Call
PPA — The Next Wave?
It’s Not Just Google and Yahoo!
Conversion Ratio, Click Value, ROI, and More
Calculating Gross Profit and Breakeven Cost Per Sale
Breakeven Cost Per Click
Figuring Out Return on Investment (ROI)
Calculating gross profit per campaign
Calculating return on investment
Deferred Actions
Offline Sales
Including Lifetime Value
Forget the Value of Branding
What are brands and branding?
Why brand advertising won’t work in your PPC campaign
More reasons branding won’t work
So small businesses should forget awareness advertising?
Pulling It All Together
Modifying the Essential Factors
Understanding the Importance of Keywords
Thinking Like Your Prey
Starting Your Keyword Analysis
Identifying the obvious keywords
Looking at your Web site’s traffic stats
Examining competitors’ keyword tags
Brainstorming with colleagues
Using a Keyword Tool
The Yahoo! Keyword Selector Tool
Other keyword tools
Using Wordtracker
Creating a Wordtracker project
Adding keywords to your initial project list
Cleaning up the list
Exporting the list
Competitive analysis
More ways to find keywords
Narrowing Your Keyword Choices
Specific is better than general
Different meanings
Avoiding ambiguous terms
Building keyword phrases
Avoiding Trademark Problems
Landing Pages That Could Be Better
Picking a Landing Page
It’s Not Just about Pricing
Landing Page Tips
Make your landing pages relevant
Design pages to be clear
Call to action
Think about the message
Be careful not to lead them away
Test your landing pages
Your Site’s Part of the PPC Campaign
Making Your Web Site Sell
Traditional Web site planning
The right way to plan a Web site!
Tips for an Effective Web Site
Consider the marketing message
Focusing your Web site
Remove clutter
Use images and boxes to attract the eye
Ugly doesn’t sell
Pure E-commerce Sites
PPC Rules of Landing Pages
Small Changes = Huge Benefits
Different Systems, Different Ads
Viewing the Editorial Guidelines
Encouraging Clicks
Include keywords
Selling the sizzle — Think benefits
Think competitive advantage
Be clear and direct
Use “power words”
Discouraging People from Clicking
Avoiding Rejection
Check the banned list
Watch your superlatives!!!!!
Avoid, avoid, avoid repetitions
DON’T OVER-CAPITALIZE
Use symbols appropriately
Be relevant and honest
No phone numbers
Appealing rejection
Testing your ads
Understanding Basic Bidding
Using Bidding Strategies
Remembering your breakeven click value
Bidding too high to be matched
Forcing competitors to pay too much
Do you really want position #1?
Bidding above the fold
Bidding for distribution
Look for bid gaps
Adjusting based on CTR
Bidding to position or bidding to price
Bidding from different accounts
Use Auto-Bidding Software
Finding Cheaper Clicks
Keyword Matching Methods
Understanding the search tail
Using Google’s matching choices
Using Yahoo!’s matching choices
Picking the best matching method
Where will you be ranked?
Picking a Membership Level
Creating Your Yahoo! Account
Serving Yourself
Entering keywords
Creating your ad
Creating multiple ads
Bidding on your keywords
Completing the account setup
Adjusting Account Settings
Checking Editorial Status
Creating More Ads
Uploading a spreadsheet
Copying (and deleting) ads
Managing Your Yahoo! Campaign
The Manage Categories page
The Manage Bids page
Editing Listings
Modifying Bids
Setting Match Type options
Removing ads
Creating Your Google Account
Entering budget information
Completing your account sign up
Removing Content Placement
Using the All Campaigns Page
Editing Campaign Settings
Creating More Campaigns, Ad Groups, and Ads
Using dynamic keyword insertion
Specifying bids and URLs for keywords
Managing a Campaign
Managing Your Ad Groups
The Vagaries of Google Bidding
Google’s minimum bids and the Quality Score
Google’s “discounter”
Improving ad performance
Getting Help Placing Bids
Using the Budget Optimizer
Using the Find and Edit Max CPCs tool
Changing Matching Options
Reviewing Rejected Ads
Creating Your MSN AdCenter Account
Adding your keywords
Creating the ad
Importing your ads
The Summary page
Managing Your Campaigns
Creating new campaigns and orders
Viewing campaign and order results
Using the Price Estimation tool
Three Reasons to Use Tier II Systems
Will Tier II Systems Work for You?
Finding Tier II Systems
Tier II Features
Working with Tier III Systems
Why Is Geo-Targeting So Important?
How Does Local Search Work?
Creating Your Ads
Using Google Local Targeting
Local targeting while setting up your account
Using geo-targeting in the Google management console
Using Yahoo! Local Advertising
Setting up Local Advertising
Setting up Sponsored Search
Working with MSN Location Targeting
Don’t Forget the Yellow Pages
Other PPC Services
What Is Content Placement?
The Problems with Content Placement
Searchers are more receptive
It’s hard to match ads with content
Beware click fraud!
It’s difficult to control where your ad appears
Using Content Placement Despite the Problems
Working with Google’s Content Network
Configuring the content network
Using site targeting
Google’s different content network ad formats
Using Yahoo!’s Content Match
Using Other Content Placement Systems
Using Vertical Targeting
Using the Shopping Directories
PPA or CPA Services
Working with the Yellow Pages
Using Paid Inclusion and Trusted Feeds
What is paid inclusion . . and should you use it?
Why are trusted feeds so trusted?
Using Pay Per Call
Tracking the Sales Funnel from A to Z
Using the Reports
Working with Basic Tracking Techniques
Using JavaScript tracking codes
Using URL tags
More advanced tracking
Working with Google
Using Advanced Third-Party Systems
Why Bid Management?
Designing the Ideal PPC Manager
Using Proprietary Bid Managers
Using Atlas OnePoint BidManager
Finding Other Bid-Management Tools
Build Your Own Bid-Management Tool
Using a Bid-Management Firm
Understanding Click Fraud
Fraudulent use of contextual advertising
Hurting you financially
Different Fraud Tactics
Watching for Impression Fraud
What Are the PPC Companies Doing about Click Fraud?
Protecting Yourself
Identifying Click Fraud
Using a Click Fraud Detection Service
Complaining to the PPC Service
Generating a Lot of Traffic
Picking High-Value Keywords
Buying Clicks to Sell Clicks
Combining and Experimenting with Ad Systems
Signing Up with Google AdSense
Experimenting with Different Features
Working with the Yahoo! Publisher Network
Finding Other PPC Systems
Creating Your Own PPC System
Thinking about Affiliates
Let Me Help Some More
The PPC Systems Themselves
The Google Learning Center
Yahoo!’s Training Manual
SearchEngineWatch
WebMasterWorld
PayPerClickSearchEngines.com
Pandia
Open Directory Project’s PPC Category
Yahoo! Directory
Other PPC Sites
Search Engine Optimization For Dummies
Index
P. 1
Pay Per Click Search Engine Marketing For Dummies

Pay Per Click Search Engine Marketing For Dummies

Ratings: (0)|Views: 79 |Likes:
Published by Wiley
Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

Use the right keywords to trigger your ads Figure your breakeven point Write ads that reach your customers Calculate return on investment Use geo targeting Track your ad results
Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

Use the right keywords to trigger your ads Figure your breakeven point Write ads that reach your customers Calculate return on investment Use geo targeting Track your ad results

More info:

Publish date: Mar 20, 2006
Added to Scribd: Feb 08, 2013
Copyright:Traditional Copyright: All rights reservedISBN:9780471793120
List Price: $24.99 Buy Now

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08/14/2014

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9780471793120

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