Business, Economics, Marketing, Advertising, Promotion, SEO, PPC
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...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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Customer Reviews
Most Helpful Customer Reviews
13 of 13 people found the following review helpful
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
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.
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
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.
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.
Most Recent Customer Reviews
FANTASTIC BOOK MADE A RADICAL DIFFERENCE
This was one of the few books I've read that I can say clearly increased my income and saved my company a LOT of money that we had been wasting without realizing it. Read more
Published on March 8, 2009 by Stephen Ashley
Not recommended
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. Read more
Published on December 27, 2008 by Vivek V. Chandran
Get Good Information With this Book
This is another great resource that helped me deal with a very bad SEO outsourcing project with new inexperienced webmasters. Read more
Published on November 19, 2008 by John Halloran
Very useful and helpful book
It helps me to build PPC knowledge and help me start with PPC at work.
Very useful book
Very useful book
Published on October 30, 2007 by Hsiang-yu Lin
Average at best
Don't waste your money. This book is too hard to follow. It is really not very well written.
Published on October 18, 2007 by James
Bravo! Awesome Read!
I've read many books on PPCs and SEOs, but this one is one of the best. Very concise and easy to read. Start learning here.
Published on October 17, 2007 by Kevin P. Ellens
Complete and Thorough
The authors offer a total overview of the PPC process with guidance and advice that will be useful and practical. Read more
Published on September 3, 2006 by J. Hauser
Provide a very good overview of PPC advertising
Many aspects are discussed in a way that even the neophyte will understand it. My experience being with in fraud detection, I read their description of the problem with great... Read more
Published on December 31, 2005 by Vincent Granville
great resource
this book gives a lot of good information and I'd have to say it's a must have reference guide for web designers. Read more
Published on October 12, 2005 by Jami Garrison
read, re-read, and worship
This book was completely eye-opening for me, even after having read many such others on the market today. Read more
Published on August 31, 2005 by Y. Plotkin
Inside This Book
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Key Phrases - Capitalized Phrases (CAPs):
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United States, Enhance Interactive, Minimum Monthly Spend Amount, New York, Local Match, Pay-Per-Click Galaxy, The Kelsey Group, Content Match, Dynamic Bid Maximizer, Good Keywords, Recommended Resources, Marketing Console, North American, Split Testing New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
United States, Enhance Interactive, Minimum Monthly Spend Amount, New York, Local Match, Pay-Per-Click Galaxy, The Kelsey Group, Content Match, Dynamic Bid Maximizer, Good Keywords, Recommended Resources, Marketing Console, North American, Split Testing New!
Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
Citations (learn more)
This book cites 3
books:
- Search Engine Visibility by Shari Thurow on page 186
- Winning Results with Google AdWords by Andrew Goodman on page 187
- Search Engine Advertising: Buying Your Way to the Top to Increase Sales by Catherine Seda on page 186
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