Pay-per-click search engine marketing an hour a day
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-base...
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| Otros Autores: | |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Indianapolis :
Wiley Technology Pub
c2010.
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| Edición: | 2nd ed |
| Colección: | Sybex serious skills Pay-per-click search engine marketing
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628437606719 |
Tabla de Contenidos:
- Pay-Per-Click Search Engine Marketing; Praise; Acknowledgments; About the Authors; Contents; Foreword; Introduction; Chapter 1: The Art and Science of PPC Advertising; PPC and Direct Advertising Fundamentals; Components of a Successful PPC Campaign; PPC Campaign Uses; The Science of PPC; The Art of PPC; The State of the PPC Industry; Chapter 2: How the PPC Machine Works; Think Like a Search Engine; How and Where Ads Appear on SERPs; How Ads Appear on the Google Content Network; After the Click; Chapter 3: Core PPC Skills and Objectives; Learn Scientific Advertising and Ad Copywriting
- Know Thy CustomerWhat's Your PPC Strategy?; Chapter 4: Month 1-Research Keywords and Establish Campaign Structure; Week 1: Research Keywords; Week 2: Create Your Campaign Structure; Week 3: Adjust Campaign Settings; Week 4: Use Conversion Tracking and Set Click Pricing; Chapter 5: Month 2-Create Great PPC Ads; Week 5: Take Stock of Your Advantages; Week 6: Write Right; Week 7: Explore Industry Examples; Week 8: Understand Ads for the Content Network; Good-Better-Best; Chapter 6: Month 3-Design Effective Landing Pages; Week 9: Understand the Differences between Site Pages and Landing Pages
- Week 10: Create the Mock-upWeek 11: Lay It All Out; Week 12: Design for Testing; Chapter 7: Month 4-Advertise on the Google Content Network; Week 13: Understand Google Contextual Advertising; Week 14: Build Keyword-Targeted Ad Groups; Week 15: Build Placement-Targeted Ad Groups; Week 16: Launch and Refine Your Content Campaign; Chapter 8: Month 5-Launch Your Campaign; Week 17: Bid Your Brands; Week 18: Make Prelaunch Double-Checks; Week 19: Flip the Switch; Week 20: Perform Early Course-Correction; Chapter 9: Month 6-Optimize Your Campaign; Week 21: Review Your Top-Level Reports
- Week 22: Review Your Deep-Level ReportsWeek 23: Create Additional Useful Reports; Week 24: Act on Your Data and Optimize Your Account; Chapter 10: Month 7-Test Ads by Using Advanced Techniques; Week 25: Implement Advanced Text Ad Design; Week 26: Insert Ad Text Symbols; Week 27: Use Google Content Nontext Ads; Week 28: Perform Advanced Ad Testing; Chapter 11: Month 8-Test and Optimize Landing Pages; Week 29: Plan Your Tests; Week 30: Use Google Website Optimizer; Week 31: Conduct A/B and Multivariate Tests; Week 32: Report and Interpret Results
- Chapter 12: Month 9-Migrate Your Campaign to Microsoft and Yahoo!Why Yahoo! Search Marketing and Microsoft adCenter Matter; Different Look, Same Strategy; Week 33: Understand YSM Differences and Advantages; Week 34: Understand Microsoft adCenter Differences and Advantages; Week 35: Create Google AdWord Exports; Week 36: Upload and Fine-Tune; What Is AdWords Editor?; Getting Started; Saving Time with AdWords Editor; Spreadsheets Are Still Important; Working with General Tools; Getting Started; Targeting Facebook Ads; Managing and Reporting; Using Facebook Ad Performance Reports
- Appendix A: Advanced AdWords Editor
