Pay-Per-Click Search Engine Marketing: An Hour a Day 2nd Edition by David Szetela (PDF)

Description

The complete guide to a winning pay-per-click marketing campaignPay-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-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide.Using the popular An Hour A Day format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.Successful pay-per-click campaigns are a key component of online marketingThis guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultantsExplains core PPC concepts, industry trends, and the mechanics that make a campaign workShows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing modelsDiscusses how to write ads, develop and test landing pages, use ad groups, and leverage Google’s content networkCovers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collectedPay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.

User’s Reviews

Editorial Reviews: From the Inside Flap Craft, Implement, and Measure Winning PPC Campaigns Praise for Pay-Per-Click Search Engine Marketing:An Hour a Day”Szetela and Kerschbaum have crafted a comprehensive how-to manual that should be on every marketer’s bookshelf. Read it to understand the phenomenon that’s moving from the search results pages to hot social media properties like Facebook and LinkedIn.” —John Sculley, Venture Partner, Rho Ventures; former CEO, Apple Computer and Pepsi; and author of??Odyssey”David Szetela has earned an enviable reputation as a no-nonsense teacher and practitioner of pay-per-click advertising. This book reduces this complex topic into simple, daily practices that bring more customers with superior return on your investment. This book includes advanced techniques and concepts that 90% of your competition has never seen.” —Perry Marshall, author of??The Ultimate Guide to Google AdWords”David Szetela is like a mad genius of paid search, uncovering an enormous breadth of specific techniques you should be applying to your direct response marketing efforts. Unlike most mad geniuses, there is a remarkable clarity to David’s writing.” —Andrew Goodman, President of Page Zero Media and author of Winning Results with Google AdWords, 2nd Edition”David Szetela does a wonderful job in covering all aspects of creating an effective and efficient pay-per-click program. His book is likely to become a classic in the field.” —Al Ries, coauthor of War in the Boardroom??and??Positioning: The Battle for Your MindA Step-by-Step GuideThis detailed resource helps you develop, implement, measure, and manage successful pay-per-click ad campaigns by following a smart, proven, hour-a-day plan for success. The expert authors help you learn PPC basics and employ savvy strategies for everything from positive and negative keywords to click pricing, ad testing, conversion tracking, and more.Understand the basics of the PPC machine—the auction model, ranking algorithms, and what happens after viewers clickMake sure you’re competition-ready with great ad copy and optimized landing pagesMaster the tactics of bidding for position and for keywords, then launch your campaign and monitor resultsExplore the art and science of pay-per-click advertising and see why content and search advertising complement each otherSet dates and budgets, research your competitors’ keywords, define your own, and set up Google AnalyticsSee how to leverage Google’s content network to make your strategy a successGo mobile with targeted search and content for mobile devicesUnderstand the differences in the Big Three search engines—Google, Yahoo!®, and Microsoft Bing—and how they affect your campaignGather, interpret, report, and act upon the data you collect from your campaignDownload useful templates and tools from the book’s official siteYou’ll also find:Advanced tips and techniques for the AdWords EditorReal-world “From the Trenches” case studies that illustrate successes to learn from and mistakes to avoidA step-by-step introduction to Facebook PPC ad creation, targeting, and reporting From the Back Cover Craft, Implement, and Measure Winning PPC Campaigns Praise for Pay-Per-Click Search Engine Marketing:An Hour a Day”Szetela and Kerschbaum have crafted a comprehensive how-to manual that should be on every marketer’s bookshelf. Read it to understand the phenomenon that’s moving from the search results pages to hot social media properties like Facebook and LinkedIn.” —John Sculley, Venture Partner, Rho Ventures; former CEO, Apple Computer and Pepsi; and author of??Odyssey”David Szetela has earned an enviable reputation as a no-nonsense teacher and practitioner of pay-per-click advertising. This book reduces this complex topic into simple, daily practices that bring more customers with superior return on your investment. This book includes advanced techniques and concepts that 90% of your competition has never seen.” —Perry Marshall, author of??The Ultimate Guide to Google AdWords”David Szetela is like a mad genius of paid search, uncovering an enormous breadth of specific techniques you should be applying to your direct response marketing efforts. Unlike most mad geniuses, there is a remarkable clarity to David’s writing.” —Andrew Goodman, President of Page Zero Media and author of Winning Results with Google AdWords, 2nd Edition”David Szetela does a wonderful job in covering all aspects of creating an effective and efficient pay-per-click program. His book is likely to become a classic in the field.” —Al Ries, coauthor of War in the Boardroom??and??Positioning: The Battle for Your MindA Step-by-Step GuideThis detailed resource helps you develop, implement, measure, and manage successful pay-per-click ad campaigns by following a smart, proven, hour-a-day plan for success. The expert authors help you learn PPC basics and employ savvy strategies for everything from positive and negative keywords to click pricing, ad testing, conversion tracking, and more.Understand the basics of the PPC machine—the auction model, ranking algorithms, and what happens after viewers clickMake sure you’re competition-ready with great ad copy and optimized landing pagesMaster the tactics of bidding for position and for keywords, then launch your campaign and monitor resultsExplore the art and science of pay-per-click advertising and see why content and search advertising complement each otherSet dates and budgets, research your competitors’ keywords, define your own, and set up Google AnalyticsSee how to leverage Google’s content network to make your strategy a successGo mobile with targeted search and content for mobile devicesUnderstand the differences in the Big Three search engines—Google, Yahoo!®, and Microsoft Bing—and how they affect your campaignGather, interpret, report, and act upon the data you collect from your campaignDownload useful templates and tools from the book’s official siteYou’ll also find:Advanced tips and techniques for the AdWords EditorReal-world “From the Trenches” case studies that illustrate successes to learn from and mistakes to avoidA step-by-step introduction to Facebook PPC ad creation, targeting, and reporting About the Author Online advertising expert David Szetela is owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in pay-per-click (PPC) advertising. His PPC articles have been published in MediaPost, Search Engine Watch, Search Engine Land, MarketingSherpa, and on his company’s blog (www.clixmarketing.com/blog). He is the Principal PPC Editor of the paper and online publication SEMJ.org and the PPC expert faculty member for the online certification company Market Motive. He is also a frequent speaker at such industry events as Search Engine Strategies, SMX, PPC Summit, and ad:tech. He also hosts a weekly radio show called PPC Rockstars that is distributed by Webmasterradio.fm and iTunes. Joseph Kerschbaum has optimized thousands of PPC campaigns and is Director of Client Services at Clix Marketing. He has written hundreds of articles on paid search advertising for numerous industry blogs, and he is a regular contributor to Website Magazine and Search Engine Land. Read more

Reviews from Amazon users which were colected at the time this book was published on the website:

⭐This is a really good tutorial on SEM/PPC. It covers how to set up an account in Google and gives helpful hints and tools to build a solid well thought out PPC campaign.They walk through it on a day-by-day; week-by-week schedule which I’m not sure was necessary as some steps only take a short time while others a bit longer.You should have a decent understanding of direct marketing. They cover this quickly at the front but if you have no experience in DR, the nuances of the points the book makes could be lost on the reader. Otherwise this is a really great book if you are looking to learn how PPC works. Definitely recommended.

⭐Hello Amazon (and PPC) People,Many people know David Szetela from his podcast PPC Rockstars on […]. He is truly a professional and I have learned a ton from him. I really recommend you subscribe and download his podcast and start listening from the beginning. You will truly get an education in Paid Search like no other.I knew David’s book would be a keeper and wasn’t disappointed. Suffice it to say, he knows his stuff. Yes, you’ll find alot of Adwords/PPC books on Amazon that are very kind of slimy/salesy but don’t be discouraged. There are a few true pros out there and David is on that Mt. Rushmore. If you like Davids’ book, be sure to pick up:Advanced Google AdWords by Brad GeddesWinning Results With Google Adwords by Andrew GoodmanBetween these three books your PPC training will be complete!Enjoy!Echo Internet Marketing Staff[…]

⭐Item arrived as described. I love it.

⭐This volume is too packed and comprehensive to really be “an hour a day.” It makes for a neat marketing position, but be prepared to go deeper than that (I’m making a compliment here)!

⭐great

⭐Its a good book which is unbiased unlike other books that make online PPC look like a magic which someone has to definitely succeed.

⭐How much do you really know about PPC? If you are not sure – or even if you believe you know a lot, I do recommend this book so that you either enhance or perfect your understanding of an advertising genre that is not even ten years old and is growing faster than other forms of online advertising. It’s very well written and addresses marketers as well as the rest of us – because in the end, we all are both advertising recipients and initiators. The book is designed as a monthly methodology course that takes you through all the key concepts and processes involved in PPC marketing. Yet, the outstanding readability of the text makes it a fantastic book on the commercial depths of the Internet for non-specialists.Direct Internet advertising, a science, an art… and a sophisticated iterative process. PPC advertising is all about constant attention to your users and customers – it’s a bottom up process, just like in all form social media campaigns. You can’t throw your mesage out there and wish for the best – because more often than not, nothing will happen; but if you work at it properly – you will get phenomenal results. So, first define what your strategic goal is about, and then implement it knowingly. Chapter after chapter, the book takes you from understanding why keyword research is one of the most important tasks in the discipline of PPC marketing, how “squeezing meaning and motivation into a tiny space” when you create an ad is a skill by itself, or how to maximize traffic as well as conversion of visitors to customers. Google is a huge network, but you must develop best practices and techniques to get results – as you also should for the Microsoft or Yahoo! networks. So build up your knowledge, test and optimize everything you do iteratively. As the authors sum it up: “Success in advertising is based on the mechanics of getting the advertising pieces into the hands of the right people, finding the right target audience, creating persuasive language and images and improving efficiency over time.”Even if you do not want to build your PPC campaigns yourself and hire the right people to do it for you., real familiarity with PPC marketing is a must in 2010.

⭐If you are new to Pay Per Click this book has some really good advice.But as with everything internet, by the time this book was printed some of the information is outdated!

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