Ultimate Guide to Pay-Per-Click AdvertisingEntrepreneur Press, 2014-03-18 - 240 psl. Millions compete for exposure on Google and Bing but 99% of them fail to get results. As the founder of leading digital intelligence firm AdGooroo, search advertising authority Richard Stokes is in a unique position to reveal what’s going wrong and provide solutions to fix it. Using proven strategies from today’s search advertising elite, discover how to drive significantly more traffic to your site, dramatically increase click-through rates, steal impressions from competitors, boost your conversions, and increase your sales by unbelievable amounts. Since the previous edition, there have been a number of revolutionary changes in paid search. First, we are increasingly searching from our cell phones rather than desktop computers. Second, Google is no longer the only game in town. Bing now accounts for 30 percent of all U.S. searches. Finally, "search extensions" have become a powerful new technique you can use to collect phone numbers and email addresses with your ads, limit your ads to certain times of day, deliver coupons to nearby customers, and even provide handy "call me" buttons that are displayed only on cell phones. In this new edition, Stokes details all this and more. |
Turinys
99 Percent of Advertisers Are Failing at Paid Search | 1 |
The Foundation of Successful Paid Search Campaigns | 7 |
Your Marketing Will Fail without Tracking | 9 |
The First Requirement for a Profitable Paid Search Campaign | 13 |
Is PayPerClick Advertising Right for You? | 17 |
What If You Already Have a Great SEO Campaign? | 25 |
The Water Is Always Rising in Search | 27 |
The 100 Bidding Myth | 29 |
Cut Campaign Waste with Keyword Matching | 129 |
Create Your Ad Groups | 137 |
The Art and Scienceof Setting Bids | 143 |
Drag Visitors to Your Site with Killer Ad Copy | 161 |
Landing Page Design | 187 |
Monitoring Your Campaign Performance | 219 |
Put the Competition to Work for You | 229 |
Dont Starve Your Campaign | 243 |
The LittleKnown Metric That Can Increase Your Search Traffic 400 Percent | 35 |
Clickthrough Rates Explained | 45 |
The EverChanging CPC Formula | 55 |
How Quality Score Works in 2014 | 71 |
How Do Shoppers Shop? | 85 |
How Do Searchers Search? | 89 |
Increase Your Clickthrough Rate by Nearly 50 Percent with Search Refinements | 99 |
Building Your Keyword List | 105 |
How to Plan a Paid Search Campaign | 123 |
Dont Blindly Trust the Search Engines | 249 |
Open All Night Day Parting | 253 |
Product Listing Ads | 257 |
Mobile Search and Enhanced Campaigns | 265 |
Conclusion | 283 |
About the Author | 285 |
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