Customer Reviews

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

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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.

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.

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.

This book is best for beginners since it covers everything PPC very thoroughly.

Experienced search marketers can also find useful information by reading this book, however, I wish it had more summarized data, and perhaps edited a bit differently, with more bold headings and subheadings and side boxes etc.

The book is very up-to-date including all the important PPC topics, including, keyword research, PPC ads, contextual ads, ad-tracking, click fraud, and a coverage of the major PPC search engines and PPC tools. The Mordkoviches could have included coverage of alternative search ads - such as ExactSeek's flat rate ads. Another useful feature would be an index at the end.

The authors have certainly put a lot into this book and it definitely shows. Already in its first edition this book is rich with useful SEM information. I have a feeling that in every edition this book is going to get better and better.

Excellent resource for anyone who wants to get started with PPC advertising. This book is easy to read and well structured. The reader is taken on a trip through all necessary aspects of a PPC advertising campaign. I already had some experience with PPC advertising when I got the book and many of my own experiences matched what I read in this book. For the experienced PPC Advertiser this book might not be enough, but for anyone starting out this is a great resource.

There is such a small amount of information available to those that set up a Pay Per Click (PPC) campaign that any book on the subject is helpful.

This book gives a great overview of what PPC is all about and is probably the most current source on the subject available today.

It is a great reference guide for beginners, and interesting for the advanced marketer in that it lists some tools that might otherwise be overlooked.

This is not however a "How To" manual and will not tell you how to optimize your campaign with the PPC search engines. There are many strategies employed by professional Search Engine Marketing professionals that are too extensive to cover in one short book, but if you want to educate yourself on the PPC marketplace in general then this is a great place to start.

this book gives a lot of good information and I'd have to say it's a must have reference guide for web designers. Every client wants to know how to market their website, this book is an excellent resource.

The book covers the basics and has some other random information. It covers the Match Types(the most relevant stuff when it comes to adwords)in the passing.
You will be better off reading the google knowledgebase at http://adwords.google.com/support/bin/answer.py?hl=en&answer=6100

The "Dummies for Adwords" is a much better book than this and covers the topic in greater detail. I would definitely recommend that book over this one. (stay away from the Perry Marshall book as well. That's quite similar.)

Ideally a PPC book should cover various PPC strategies and case studies, so users have a clear idea on what's happening in industry and what works and what doesn't.

The authors offer a total overview of the PPC process with guidance and advice that will be useful and practical.There is an abundance of information to sift through, so take your time and absorb.

While I've been placing PPC ads for some time now, there is always something new to learn. If you're just getting started, this book is perfect for you. You won't find a more comprehensive guide. If you're far from a novice, I'm sure you'll find a couple of nuggets to improve your campaign.

If you're spending money on PPC, this book will help you save money increase the effectiveness of your campaign.