Ultimate Guide to Pay-Per-Click Advertising
eBook - ePub

Ultimate Guide to Pay-Per-Click Advertising

  1. 240 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Ultimate Guide to Pay-Per-Click Advertising

Book details
Table of contents
Citations

About This Book

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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Information

Publisher
Entrepreneur Press
Year
2014
ISBN
9781613082720
Topic
Business
Subtopic
Digital Marketing
Index
Business

Table of contents

  1. Cover
  2. Copyright
  3. Title Page
  4. Dedication
  5. Contents
  6. Acknowledgments
  7. Foreword to the Second Edition by Perry Marshall
  8. Preface to the Second Edition
  9. CHAPTER 1: 99 Percent of Advertisers Are Failing at Paid Search
  10. CHAPTER 2: The Foundation of Successful Paid Search Campaigns
  11. CHAPTER 3: Your Marketing Will Fail without Tracking
  12. CHAPTER 4: The First Requirement for a Profitable Paid Search Campaign
  13. CHAPTER 5: Is Pay-Per-Click Advertising Right for You?
  14. CHAPTER 6: What If You Already Have a Great SEO Campaign?
  15. CHAPTER 7: The Water Is Always Rising in Search
  16. CHAPTER 8: The $100 Bidding Myth
  17. CHAPTER 9: The Little-Known Metric That Can Increase Your Search Traffic 400 Percent
  18. CHAPTER 10: Clickthrough Rates Explained
  19. CHAPTER 11: The Ever-Changing CPC Formula
  20. CHAPTER 12: How Quality Score Works in 2014
  21. CHAPTER 13: How Do Shoppers Shop?
  22. CHAPTER 14: How Do Searchers Search?
  23. CHAPTER 15: Increase Your Clickthrough Rate by Nearly 50 Percent with Search Refinements
  24. CHAPTER 16: Building Your Keyword List
  25. CHAPTER 17: How to Plan a Paid Search Campaign
  26. CHAPTER 18: Cut Campaign Waste with Keyword Matching
  27. CHAPTER 19: Create Your Ad Groups
  28. CHAPTER 20: The Art and Science of Setting Bids
  29. CHAPTER 21: Drag Visitors to Your Site with Killer Ad Copy
  30. CHAPTER 22: Landing Page Design
  31. CHAPTER 23: Monitoring Your Campaign Performance
  32. CHAPTER 24: Put the Competition to Work for You
  33. CHAPTER 25: Don’t Starve Your Campaign
  34. CHAPTER 26: Don’t Blindly Trust the Search Engines
  35. CHAPTER 27: Open All Night (Day Parting)
  36. CHAPTER 28: Product Listing Ads
  37. CHAPTER 29: Mobile Search and Enhanced Campaigns
  38. CHAPTER 30: Conclusion
  39. About the Author
  40. Index