Pay-Per-Click Search Engine Marketing: An Hour A Day mobi 下载 fb2 夸克云 azw3 网盘 pdf pmlz

　　The complete guide to a winning pay-per-click marketing

campaign Pay-per-click advertising-the "sponsored results" on

search engine results pages-is increasingly being used to drive

traffic to websites. Marketing and advertising professionals

looking for a hands-on, task-based guide to every stage of creating

and managing a winning PPC campaign will get the step-by-step

instruction they need in this detailed guide. Using the popular "An

Hour A Day" format, this book helps you avoid the pitfalls and

plan, develop, implement, manage, and monitor a PPC campaign that

gets results. Successful pay-per-click campaigns are a key

component of online marketing This guide breaks the project down

into manageable tasks, valuable for the small-business owner as

well as for marketing officers and consultants Explains core PPC

concepts, industry trends, and the mechanics that make a campaign

work Shows how to perform keyword research, structure campaigns,

and understand campaign settings and various pricing models

Discusses how to write ads, develop and test landing pages, use ad

groups, and leverage Google's content network Covers launching a

campaign, bidding for position, monitoring, gathering results, and

interpreting and acting on the data collected "Pay-Per-Click Search

Engine Marketing: An Hour a Day" provides the tools to make the

most of this important marketing method.

1 The Art and Science of PPC Advertising

2 How the PPC Machine Works

3 Core PPC Skills and Objectives

4 Month 1 - Research Keywords and Establish Campaign

Structure

5 Month 2 - Create Great PPC Ads

6 Month 3 - Design Effective Landing Pages

7 Month 4 - Advertise on the Content Network

8 Month 5 - Launch Your Campaign

9 Month 6 - Optimize Your Campaign

10 Month 7 - Test Ads Using Advanced Techniques

11 Month 8 - Test and Optimize Landing Pages

12 Month 9 - Migrate Your Campaign to Microsoft and Yahoo!

　　Online advertising expert David Szetela is owner and CEO of

Clix Marketing, one of the few agencies that specializes

exclusively in pay-per-click (PPC) advertising. His PPC articles

have been published in MediaPost, Search Engine Watch, Search

Engine Land, MarketingSherpa, and on his company's blog

(www.clixmarketing.com/blog). He is the Principal PPC Editor of the

paper and online publication SEMJ.org and the PPC expert faculty

member for the online certification company Market Motive. He is

also a frequent speaker at such industry events as Search Engine

Strategies, SMX, PPC Summit, and ad:tech. He also hosts a weekly

radio show called PPC Rockstars that is distributed by

Webmasterradio.fm and iTunes. Joseph Kerschbaum has optimized

thousands of PPC campaigns and is Director of Client Services at

Clix Marketing. He has written hundreds of articles on paid search

advertising for numerous industry blogs, and he is a regular

contributor to Website Magazine and Search Engine Land.

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书籍介绍

The complete guide to a winning pay-per-click marketing campaign Pay-per-click advertising-the "sponsored results" on search engine results pages-is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide. Using the popular "An Hour A Day" format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results. Successful pay-per-click campaigns are a key component of online marketing This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants Explains core PPC concepts, industry trends, and the mechanics that make a campaign work Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected "Pay-Per-Click Search Engine Marketing: An Hour a Day" provides the tools to make the most of this important marketing method.