Ultimate Guide to Pay-Per-Click Advertising

Priekinis viršelis
Entrepreneur Press, 2014-03-17 - 240 psl.
Millions compete for exposure on Google, Yahoo!, 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.

Since the publication of the first edition, there have been a number of revolutionary changes in paid search. First, we are increasingly searching from our cell phones – not just desktops. Mobile search now accounts for 15% of searches in the US (up from ~0% in 2009). Second, Google is no longer the only game in town. Bing now accounts for 30% of all US searches and is growing in importance worldwide. Finally, “Search Extensions” have become a powerful new technique that search advertisers can use to gain an edge on the competition. With them, advertisers can collect phone numbers and email addresses with their ads, limit their 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, providing information exclusive to this guide and of priceless value to its more advanced search audience.

With insider insight from Stokes and using proven strategies from today’s search advertising elite, paid search advertisers discover how to drive significantly more traffic to their site, dramatically increase click-through rates, steal impressions from competitors, boost their conversions, and increase their sales by unbelievable amounts.
 

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Turinys

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
Index
287
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Apie autorių (2014)

Richard Stokes is the founder and CEO of AdGooroo, a Kantar Media company and leading provider of Digital Marketing Intelligence. One of the industry’s foremost authorities on search engine marketing, Richard is a regular speaker on search topics and the author of two books on the subject, "The Ultimate
Guide to Pay-Per-Click Advertising" and "Mastering Search Advertising - How the Top 3% of Search Advertisers Dominate Google AdWords". In addition, he is certified expert in both email marketing and conversion optimization. Richard was previously a technology executive at Publicis Groupe/Leo Burnett. He has a BS in Computer Engineering from the University of Illinois and an MBA in Entrepreneurship and Technology Management from the Kellogg Graduate School of Management at Northwestern University.

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