Get the maximum advantage of your Pay Per Click (PPC) Advertising

Get the maximum advantage of your Pay Per Click (PPC) Advertising
Pay per click (PPC) is an online advertising means for websites where advertisers pay their domain hosts every time an ad on their site is clicked. Advertisers usually click only on those keyword phrases that are connected with their specific target market. PPC works in these ways:

  • Keyword research: Selecting the keywords you want is the first step in your PPC advertising campaign. They are selected based on their relevance to your site and their popularity. Begin with a large set of keywords, comprising very popular and less popular keywords. You will have to pay more for the more popular keywords, so bear that in mind. You can research keywords using these tools: Word Tracker, Overture Search Suggestion tool, Nichebot and Google keyword tool. You must hit on the right keywords as this can influence your bids and expenses.
  • Choosing a PPC search engine: It’s not the best idea to go in for the most popular search engines like Overture or Google Adwords. Instead, choose the second rung of search engines so that you don’t spend too much. Some keywords would cost more on the more popular engines and less on the others. Also, choose a search engine based on your budget for campaign expenses.
  • Create ads: You can grab the attention of your customers if you create snappy ads which consist of a title, description and URL. You must remain within the limits of the characters that PPC search engines lay down for ad copy. Other regulations of PPC engines should also be adhered to.
  • Send ads to your PPC engine of choice: Send your ads to the PPC engine you’ve chosen. Either send it manually or by bulk. The ad listings can be submitted through two methods.
  • Sending manually: Here, ads are sent in serial order and with a few keywords and ad lists.
  • Sending in bulk: When you send many keywords in bulk, you can’t possibly send them manually because of the time it would take. Here, search engines ask you to fill up an excel sheet with details and upload the same.
  • Make a daily budget: Now that you have submitted your ads, it’s now time to make a budget per day and distribute bids to these keywords. These bids are placed depending on the bids of rival advertisers and what your bid per click would be. Daily budgets and bids can be changed whenever for better results.
  • Get continuous reports: Once you’ve set up the campaign online, you now need to see just how effective it is. You must ask for reports from PPC search engines or any other software periodically and monitor your progress from time to time. You can then modify your needs and campaigns depending on what the reports say.
  • Test your campaign for effectiveness: You have reached the last stage of the PPC advertising campaign. Here, you need to test all the ingredients of the campaign for best results. So, check the landing page, keywords, key phrases and advertising copy to see where your ad gains in popularity.

Article By Mithi Chinoy

Buy Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site (2nd Edition)

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Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site (2nd Edition)
 
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The #1 Step-by-Step Guide to Search Marketing Success...Now Completely Updated with New Techniques, Tools, Best Practices, and Value-Packed Bonus DVD!


“My copy of the first edition of Search Engine Marketing, Inc. is ratty and dog-eared from extensive use. It’s full of coffee stains and my own scribbled notes. Because it so effectively demystifies search engine marketing and provides such practical advice for success, I turn to it again and again and recommend it to audiences worldwide. This book is not academic blather or geeky techno-speak; it’s an approachable and digestible guide chock-full of real-life examples.”
—David Meerman Scott, Bestselling Author of The New Rules of Marketing and PR


“Keeping pace with the rapidly changing search marketing landscape, the latest edition of Bill Hunt and Mike Moran’s search industry bible, Search Engine Marketing, Inc., incorporates informative and enlightening sections on optimizing multimedia, improving Web site search, and the emergence of social media and what it really means to the search marketer. There is valuable information in this book to help inform at every level from the beginner who is curious about search to the advanced enterprise search marketer. Taking a very complicated, technical, and data-driven industry and making it easily understandable and actionable is no small task, and Search Engine Marketing, Inc. succeeds on every level. If you only read one book on search marketing principles and best practices, this is the one.”

—Jay Middleton Senior Manager, WW Search Marketing, Adobe Systems, Inc.

 

“With Search Engine Marketing, Inc., Bill Hunt and Mike Moran have successfully updated what is already known in the industry as “The Search Marketing Bible.” With new content, examples, and insight including social media and Web site search, this is a must read book for marketers at companies of all sizes from startups to the Fortune 100.”

—Lee Odden CEO of TopRank Online Marketing and Author of Online Marketing Blog

 

In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals.

 

Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, advanced keyword tools, hybrid paid search auctions, and much more. You’ll walk step-by-step through every facet of creating an effective program: projecting business value, selling stakeholders and executives, building teams, choosing strategy, implementing metrics, and above all, execution.

 

BONUS DVD Packed with Tools and Resources

DVD includes over 2 hours of exclusive how-to video presentations, plus audio interviews and white papers on cutting-edge search engine marketing topics

 

The authors systematically address every issue you’re likely to encounter, while helping you implement timeless strategies for delivering superior long-term results. You’ll learn how to

 

  •   Identify and leverage new search engine marketing opportunities arising from social media
  •   Align search engine marketing with your company’s evolving strategic and tactical goals
  •   Implement programs that drive sustainable improvements— not counterproductive quick fixes
  •   Systematically optimize your existing Web site search programs
  •   Manage the unique marketing challenges associated with large sites
  •   Create monthly scorecards and use them to drive improvement
  •   Provide effective guidance to content developers and designers in language they’ll understand
  •   Automate checking and reporting for every page on your site
  •   Choose effective target keywords, optimize your content, and attract links
  •   Make the most of Google, Yahoo!, Live Search, and the latest specialized and local search tools
  •   Measure site-wide success rates across multiple systems and technologies
  •   Hire the right SEO consultant—and avoid the wrong ones

Whether you’re a marketing, Web, or IT professional, product manager, or content specialist, Search Engine Marketing, Inc., Second Edition will help you define your SEO/SEM goals, craft a best-practices program for achieving them, and implement it flawlessly.

 

 

Foreword xxv

Preface xxvii

Acknowledgments xxi

Part 1: The Basics of Search Marketing 1

Chapter 1: Why Search Marketing Is Important…and Difficult 3

Chapter 2: How Search Engines Work 31

Chapter 3: How Search Marketing Works 57

Chapter 4: How Searchers Work 81

Part 2: Develop Your Search Marketing Program 101

Chapter 5: Identify Your Web Site’s Goals 103

Chapter 6: Measure Your Web Site’s Success 119

Chapter 7: Measure Your Search Marketing Success 143

Chapter 8: Define Your Search Marketing Strategy 171

Chapter 9: Sell Your Search Marketing Proposal 199

Part 3: Execute Your Search Marketing Program 227

Chapter 10: Get Your Site Indexed 229

Chapter 11: Choose Your Target Keywords 267

Chapter 12: Optimize Your Content 293

Chapter 13: Attract Links to Your Site 337

Chapter 14: Optimize Your Paid Search Program 383

Chapter 15: Make Search Marketing Operational 447

Part 4: Beyond Search Marketing 477

Chapter 16: Explore New Media and Social Media 479

Chapter 17: Optimize Your Web Site Search 505

Chapter 18: What’s Next? 533

Glossary 551

Index 583

 

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Customer Reviews
Driving Traffic to Your Website Made Easy
 
Review Date: June 13, 2010
Reviewer: E. Mohr,
As part of my certification in Search Marketing, I read this book-cover to cover. The information was very easy to comprehend.

Besides enhancing my two search certification programs, I made immediate and practical use of this information. For example, I learned that java script navigation bars can not be read by the search engines. However, a navigation bar, constructed with CSS can be read. I immediately, changed my website's navigation bar with a CSS structure. The results were dramatic. This reduced the amount of code residing on each page. More importantly from an SEO perspective, the search engines bots crawling my site went from 48 to 174 links!

This is the type of book you read and then return to as resource material. You do not throw it out!
A+ Book with excellent detailed informations
 
Review Date: September 8, 2009
Reviewer: S.G., Santa Cruz, CA
Pretty much everything you ever need to and want to know about SEO / SEM. I use this book as a reference and always recommend it to my clients ([...]). Highly recommend!
A Must Read
 
Review Date: August 25, 2009
Reviewer: Alton J. Duderstadt, Chicago, IL
This book, by far, is the best I have read on search engine marketing. This is a must read for all of us in the profession and those seeking an eduaction in online marketing.
Search Engine Marketing Inc. is a very intriguing book
 
Review Date: July 6, 2009
Reviewer: A. Beevers, Las vegas,NV.
This book has definitly helped me get my website to the first page of Google for my search. The book has very interesting topics that anyone with a website that is trying to get prominence on the internet should read.[...]
A good broad overview of SEM, but not specific.
 
Review Date: June 11, 2009
Reviewer: Steve B., Atlanta, Georgia
The short and sweet of it is, that this book speaks largely in general terms, and rarely cites specific examples or case studies. Very rarely will the authors give you actual HTML or URLs to back up their rhetoric. I spent fifty dollars on this book, and didn't get 5% of the value of the "Dummies" book written on the same subject, which cost me only $15!!!