Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines [Paperback]

Eugene Mordkovich, Boris Mordkovich (Author)

Book Description

Publication Date: March 19, 2007

Business, Economics, Marketing, Advertising, Promotion, SEO, PPC

Editorial Reviews

Review

...this book is the PPC bible. Tracking, click fraud, branding, local advertising are all covered... -- The Search Engine Marketing Weblog, May 10, 2005

From the Publisher

This 190+ page book is widely considered the definitive handbook on Search Engine Marketing. In it, Pay Per Click (PPC) advertising pioneers Boris and Eugene Mordkovich share their knowledge from the most basic "Pay Per Click 101" information (like how Pay-Per-Click works; why it is so extraordinarily effective; how to craft an ad campaign that generates sales; and how to know what works, and what doesn’t) to the most advanced PPC strategies being used today, including contextual advertising, localized search, and click fraud.

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Product Details

• Paperback: 202 pages
• Publisher: LULU (March 19, 2007)
• Language: English
• ISBN-10: 1411628179
• ISBN-13: 978-1411628175
• Product Dimensions: 9 x 5.8 x 0.5 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.4 out of 5 stars  See all reviews (22 customer reviews)
• Amazon Best Sellers Rank: #828,701 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

13 of 13 people found the following review helpful:

5.0 out of 5 stars Want Great Advertising Results- Thank The Mordkovich Brothers 07/19/05, July 25, 2005

By 

James F. Schad "President The Fantasy Showbar... (Mt. Ephraim NJ) - See all my reviews
(REAL NAME)   

This review is from: Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines (Paperback)

I am a 78-year-old man; whose advertising experience had been with newspapers and radio. The Internet was completely beyond me. I realized that print and radio were dying, and I knew we had to establish an Internet presence. But how to start? Fortunately the Mordkovich Brothers book was recommended to me. What a revelation! As a result of their book our advertising expenditures have dropped 9% and the door traffic has increased 22%, and we feel this is just the beginning. If a man of my age can read, understand, and successfully act upon the Mordkovich Brothers recommendations you can too. Many many thanks to the Mordkovich Brothers. Buy this book; you'll be very glad you did.

17 of 19 people found the following review helpful:

5.0 out of 5 stars Great reference for paid web advertising campaigns!, December 17, 2005

By 

Manny Hernandez "@askmanny" (Bay Area, CA) - See all my reviews
(HALL OF FAME REVIEWER)   

This review is from: Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines (Paperback)

In the Internet Marketing world, things evolve all the time. Search Engines change their algorithms and criteria and users must adapt if they don't want to get their sites to sink in a sea of millions of other web destinations. Therefore, it pays to be informed about the latest trends and options available to make the most of this dynamic world. Boris Mordkovich presents a book that takes the spot as the most comprehensive and informative book on the topic of paid web advertising campaigns from the classic by Catherine Seda, "Search Engine Advertising". Though that book is even referenced by Mr. Mordkovich as a recommended reading (indeed it's very good), the insights, stats and recommendations provided in "Pay-per-click Search Engine Marketing Handbook" are more current and also cater to an audience with more limited pockets, to allow them to make the most of their marketing budgets. An example of this is the chapter he devotes to the very critical issue of click-fraud, its detection and combat.

As an online marketer with more than four years of experience in the area, I highly recommend this book.

13 of 14 people found the following review helpful:

5.0 out of 5 stars The definitive PPC guide for marketers and business owners, July 28, 2005

By 

Kent Lewis "KentjLewis" (Portland, OR United States) - See all my reviews
(REAL NAME)   

This review is from: Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies for Attracting New Customers Using Google, MSN, Yahoo & Other Search Engines (Paperback)

For a majority of the readers looking for a comprehensive guide to PPC, this book has it all. Neophytes are able to set up a campaign on Google and Yahoo with relative ease, and given helpful tips on how to develop captivating text ad copy, develop landing pages and set up tracking to measure conversion. The book provides helpful tips and industry research throughout, and offers clean, concise and interesting copy.

As a search engine marketing (SEM) industry veteran, I was initially skeptical that the book would be able to address the challenge of educating a wide spectrum of readers: beginners, intermediate and especially advanced professionals like myself. While the book is targeted primarily at beginners, there is something for everyone. For intermediate and advanced PPC professionals, the overview of third tier PPC engines, resource links and tips from industry experts are of particularly high value.