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Pay Per Click Search Engine Marketing For Dummies [Paperback]

Peter Kent (Author)
3.9 out of 5 stars  See all reviews (13 customer reviews) |
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Book Description

Publication Date: February 6, 2006 | ISBN-10: 0471754943 | ISBN-13: 978-0471754947 | Edition: 1
Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

  • Use the right keywords to trigger your ads
  • Figure your breakeven point
  • Write ads that reach your customers
  • Calculate return on investment
  • Use geo targeting
  • Track your ad results

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Editorial Reviews

From the Back Cover

Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

  • Use the right keywords to trigger your ads
  • Figure your breakeven point
  • Write ads that reach your customers
  • Calculate return on investment
  • Use geo targeting
  • Track your ad results

About the Author

Peter Kent (Denver, CO) is currently an e-commerce consultant who specializes in search-engine optimization, including Pay Per Click technology. He has carried out search engine and pay per click campaigns. He is the former Vice President of Marketing at Indigio, a Web applications developer, where he worked on search engine optimization. He has worked online since 1984; written about the Internet since 1993; and authored many Internet-related books, periodical articles, and columns. His Geek News column ran in two Colorado newspapers. He founded the e-business service provider, BizBlast.com, and is the author of Search Engine Optimization FD. He will promote this book on his site at www.searchenginebulletin.com.

Product Details

  • Paperback: 384 pages
  • Publisher: For Dummies; 1 edition (February 6, 2006)
  • Language: English
  • ISBN-10: 0471754943
  • ISBN-13: 978-0471754947
  • Product Dimensions: 9.3 x 7.4 x 0.8 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.9 out of 5 stars  See all reviews (13 customer reviews)
  • Amazon Best Sellers Rank: #214,714 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
35 of 36 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
Unlike Peter Kent's other book called "How to Make Money Online with eBay, Yahoo!, and Google" this book is awesome. (The other book I just mentioned is NOT recommended AT ALL.)

In an easy-to-understand language (as all Dummy books are) it tells you how to set up and use Pay Per Click (PPC) marketing to get web traffic. It doesn't start off in the complete newbie mode like some books (i.e. turn on your computer, establish an Internet connection, go to a search engine...) It doesn't waste a lot of time trying to bring a complete computer illiterate up to speed (since there are other Dummy books to do that). It gets right to the nitty-gritty.

It talks about a lot of things I didn't know about PPC marketing and how to maximize the technology to get the most amount of traffic to your website.

Truthfully I'm not a huge fan of the Dummy book series and try to avoid them as much as possible since they tend to cover too much super basic information before getting to any real meat.

However, I've noticed that specialized Dummy books like this one versus the general Dummy books (like Computers for Dummies, the Internet for Dummies, etc.) have a lot of useful information very specific to the title of the book. It assumes that the reader doesn't have to be taken by the hand to first understand what a computer is then what the Internet is before understanding Pay Per Click marketing. It just jumps right in and that's great. I think I will get more of these specialized Dummy books in the future.

This book is highly recommended if you really want to understand PPC marketing which, if you've noticed, there aren't a lot of books on the subject out there yet.
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41 of 47 people found the following review helpful
Format:Paperback
There's a bunch of web sites out there, I don't know that anyone knows just how many. If you have one, and if your income depends on how many 'eye balls' are attracted to your site, then you may want to consider Pay Per Click (PPC).

I say that you MAY want to consider PPC, but only after you have optimized your site to attract the attention of the search engines. In fact, I'd say this book is really the second of a two volume set you need to have. The first is the same author's 'Search Engine Optimization for Dummies.' But you also need this one.

For the small cost of this book, you will understand how PPC works with all the major and several of the minor search engines.

Basically, the search engines make money by offering better placement to companies that pay money. On Google it's the list of companies off to the right and across the top. Do a search for 'printer.' You'll see companies like HP and Epson that want you to click on their site enough that they'll pay Google a few cents to be sure their names show up.

You may decide that PPC is or isn't worth using. But in order to make that decision you need to know the rules of the game. Here they are.
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17 of 18 people found the following review helpful
Peter Kent is a star! January 23, 2007
Format:Paperback|Amazon Verified Purchase
Titles in the Dummies series range from very, very bad to very, very good. "Pay Per Click Search Engine Marketing for Dummies" is definitely very, very good. Peter Kent also wrote "Search Engine Optimization for Dummies" which is also very, very good and should be read before "Pay Per Click".

"Pay Per Click" shows off Kent's talent for leading the reader step-by-step through some moderately complex territory. Kent writes in a clear and concise style, without a condescending attitude and, happily, without corny jokes. He walks through the concept of pay per click advertising, calculating ROI, selecting and bidding on keywords, creating landing pages (a very important concept), finding the right words for your ads (a very tricky) concept and then the pluses and minuses of the various services.

Kent truly does cover the waterfront of pay per click advertising. If you're looking for a highly readable and information introduction to the subject, this is it.

Jerry
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Most Recent Customer Reviews
Edition mistake Pay per click search engine for dummies
I have purchased the 2011 edition of this book and received instead the 2006 edition. I tend to consider an Internet year a "dog year" e.g. one year equals seven human years. Read more
Published 10 months ago by Skipper management
Pay Per Click for dummies
This was a well written, easy to understand book for those who want to understand the world of PPC. It does however, need to be updated.
Published on December 5, 2009 by Mary Anne Polson
Outdated
Unfortunately the information in this book is outdated. The world of the Internet chages so quickly it is difficult to get a book to market with current information in a timely... Read more
Published on November 2, 2009 by BullDog
Good introduction but out of date
If you're completely new to PPC and SEM, then you may well find some introductory value to the concepts and underpinnings of web advertising. Read more
Published on October 9, 2009 by James Beswick
Perfect!
I had purchased this book only because I highly enjoyed the another Peter Kent's volume: Search Engine Optimization For Dummies (For Dummies (Computer/Tech))

Important... Read more
Published on February 25, 2009 by Rolands Petrevics
Okay book on Pay Per Click Marketing
This book is more targeted to get you up and running with starting a Pay Per Click campaign. This book spends alot of time with just setting up accounts with Google, Yahoo and... Read more
Published on February 9, 2009 by M. Babcock
Pay Per Click Search Engine Marketing for Dummies
I honestly didn't finish reading it. I say save your money and Google PPC.
Published on November 10, 2008 by Jennifer C. Shelton
JB6244
Excellent job.

Good primmer with a lot of meat in a very fast moving arena.
Published on April 12, 2008 by James Barrett
Another Great Dummy Book
* Very informative
* Easy to read
* A good understanding of PPCs
* Not too long (in my opinion)
Published on October 14, 2007 by Kevin P. Ellens
Good for Beginners
I thought this book was very helpful. I had started a new job with no knowledge of PPC and found this to help me understand the basics.
Published on January 9, 2007 by J. Thoren
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
sponsored search, quality score, selecting keywords, top bidder, keyword selector tool, keyword research tool, votive candles, colorado real estate, campaign management, target customers, local search, conversion counter, rodent racing, windows antivirus software, buying clicks, click fraud, click prices, click costs, selling clicks, click fee, broad match, trusted feeds, average cost per click, locator page, paid inclusion
Key Phrases - Capitalized Phrases (CAPs): (learn more)
Systems Figure, Pay Per Call, Yellow Pages, Manage Bids, Pay Per Click, Content Match, Search Optimizer, Marketing Console, Using Geo-Targeting, Local Advertising, Buying Traffic, United States, Self Serve, Manage Categories, Ten Ways, Bid Position Max Bid Actual Paid, Louis Vuitton, Fast Track, Account Set-Up, Setting Match Type, Managing Your Campaign, Search Engine Optimization For Dummies, All Campaigns, San Francisco, Google's Broad
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