Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)

You don't have to have the biggest name or the most dazzling graphics to lure customers to your Web site. These days, all you really need is prominent search-engine placement. This book shows you how to get it! With searching one of the most popular Internet activities, a top spot on a major search engine virtually ensures a high volume of visitors-though converting them to buyers is another story. In these pages, top Internet marketer and strategist Catherine Seda tackles both parts of that equation. First, she outlines the strategy involved in buying the specific keyword positions that will lead users directly to the page you want. Then, she describes how you can turn poor-performing ad copy into targeted sales-getters, and how you can evaluate and correct low visitor-to-buyer conversions. Beginning marketers will find the info they need to implement a Web strategy quickly, while advanced marketers will find all kinds of tips for analyzing and improving current results. "A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do!"--Danny Sullivan, Editor SearchEngineWatch.com Nothing delivers high-quality traffic like the search engines, but if you're not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program. Key features in this book include learning how to: - Buy top positions on the major search engines profitably - Transform poor ad copy into ads that deliver results - Increase visitor-to-buyer conversions - Begin paid search advertising now, even if you're a novice - Use advanced techniques to evaluate and improve your results - Leverage successes from Google into Yahoo, Microsoft, and more - Leave the unprofitable clicks to your competition while grabbing the most profitable ones A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do! Danny Sullivan, Editor SearchEngineWatch.com Nothing delivers high-quality traffic like the search engines, but if youre not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program. Key features in this book include learning how Buy top positions on the major search engines profitably Transform poor ad copy into ads that deliver results Increase visitor-to-buyer conversions Begin paid search advertising now, even if youre a novice Use advanced techniques to evaluate and improve your results Leverage successes from Google into Yahoo, Microsoft, and more Leave the unprofitable clicks to your competition while grabbing the most profitable ones Updated Guide To Creating An Effective Search Engine Advertising Strategy! *discover How To Effectively Buy A Top Position On Major Search Engines, Avoid Common Pitfalls Like Poor-performing Ad Copy, And Evaluate And Correct Low Visitor To- Buyer Conversions. *author Breaks Down Sophisticated Topics And Communicates Them In A Way That Anyone Can Grasp What Has To Happen To Make A Website Succeed. *complete Coverage Of Google, From Adwords To Analytics. My experience using the internet as a marketing tool began with a class at UC San Diego in 1994.