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Pay-Per-Click Search Engine Marketing: An Hour a Day (9780470488676): David Szetela, Joseph Kerschbaum: Books. Craft, Implement, and Measure Winning PPC CampaignsPraise for Pay-Per-Click Search Engine Marketing:An Hour a DaySzetela and Kerschbaum have crafted a comprehensive how-to manual that should be on every marketer's bookshelf. Read it to understand the phenomenon that's moving from the search results pages to hot social media properties like Facebook and LinkedIn.—John Sculley, Venture Partner, Rho Ventures; former CEO, Apple Computer and Pepsi; and author of??OdysseyDavid Szetela has earned an enviable reputation as a no-nonsense teacher and practitioner of pay-per-click advertising. This book reduces this complex topic into simple, daily practices that bring more customers with superior return on your investment. This book includes advanced techniques and concepts that 90% of your competition has never seen.—Perry Marshall, author of??The Ultimate Guide to Google AdWordsDavid Szetela is like a mad genius of paid search, uncovering an enormous breadth of specific techniques you should be applying to your direct response marketing efforts. Unlike most mad geniuses, there is a remarkable clarity to David's writing.—Andrew Goodman, President of Page Zero Media and author of Winning Results with Google AdWords, 2nd EditionDavid Szetela does a wonderful job in covering all aspects of creating an effective and efficient pay-per-click program. His book is likely to become a classic in the field.—Al Ries, coauthor of War in the Boardroom??and??Positioning: The Battle for Your MindA Step-by-Step GuideThis detailed resource helps you develop, implement, measure, and manage successful pay-per-click ad campaigns by following a smart, proven, hour-a-day plan for success. The expert authors help you learn PPC basics and employ savvy strategies for everything from positive and negative keywords to click pricing, ad testing, conversion tracking, and more. Understand the basics of the PPC machine—the auction model, ranking algorithms, and what happens after viewers clickMake sure you're competition-ready with great ad copy and optimized landing pagesMaster the tactics of bidding for position and for keywords, then launch your campaign and monitor resultsExplore the art and science of pay-per-click advertising and see why content and search advertising complement each otherSet dates and budgets, research your competitors' keywords, define your own, and set up Google AnalyticsSee how to leverage Google's content network to make your strategy a successGo mobile with targeted search and content for mobile devicesUnderstand the differences in the Big Three search engines—Google, Yahoo!®, and Microsoft Bing—and how they affect your campaignGather, interpret, report, and act upon the data you collect from your campaignDownload useful templates and tools from the book's official siteYou'll also find:Advanced tips and techniques for the AdWords EditorReal-world From the Trenches case studies that illustrate successes to learn from and mistakes to avoidA step-by-step introduction to Facebook PPC ad creation, targeting, and reporting
Shipping Weight: 2 pounds
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