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Pay-Per-Click Search Engine Marketing: An Hour a Day [Paperback]

by David Szetela, Joseph Kerschbaum
4.7 out of 5 stars  See all reviews (7 customer reviews)

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Book Description

July 16, 2010 0470488670 978-0470488676 2

The complete guide to a winning pay-per-click marketing campaign

Pay-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 marketing
  • This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants
  • Explains core PPC concepts, industry trends, and the mechanics that make a campaign work
  • Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models
  • Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network
  • Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected

Pay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.


Frequently Bought Together

Pay-Per-Click Search Engine Marketing: An Hour a Day + Advanced Google AdWords, Second Edition + Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Price for all three: $72.64

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Editorial Reviews

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 Mind

A Step-by-Step Guide

This 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 click
  • Make sure you're competition-ready with great ad copy and optimized landing pages
  • Master the tactics of bidding for position and for keywords, then launch your campaign and monitor results
  • Explore the art and science of pay-per-click advertising and see why content and search advertising complement each other
  • Set dates and budgets, research your competitors' keywords, define your own, and set up Google Analytics
  • See how to leverage Google's content network to make your strategy a success
  • Go mobile with targeted search and content for mobile devices
  • Understand the differences in the Big Three search engines—Google, Yahoo!®, and Microsoft Bing—and how they affect your campaign
  • Gather, interpret, report, and act upon the data you collect from your campaign
  • Download useful templates and tools from the book's official site

You'll also find:

  • Advanced tips and techniques for the AdWords Editor
  • Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid
  • A 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.


Product Details

  • Paperback: 432 pages
  • Publisher: Sybex; 2 edition (July 16, 2010)
  • Language: English
  • ISBN-10: 0470488670
  • ISBN-13: 978-0470488676
  • Product Dimensions: 9.1 x 7.5 x 0.9 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #747,574 in Books (See Top 100 in Books)

More About the Author

Online advertising expert David Szetela is a highly-regarded speaker, author and consultant. Formerly he was Owner and CEO of Clix Marketing, a pay-per-click (PPC) advertising agency.

His articles have been published in MediaPost, Search Engine Watch, Search Engine Land and MarketingSherpa. He has written two books: Customers Now and PPC Advertising on One Hour a Day. He was the PPC expert faculty member for the online certification company Market Motive, and he hosted the Webmasterradio.fm radio show PPC Rockstars. He is a frequent speaker at conferences like Search Engine Strategies, SMX, Pubcon and ad:tech.

He was voted Top PPC Expert in a poll of thousands of PPC managers and web site owners, and one of the top CMOs and top advertising experts to follow on Twitter. He runs the Linkedin group PPC Pro People and maintains the Twitter list PPC Advertising Experts.

Customer Reviews

Most Helpful Customer Reviews
10 of 12 people found the following review helpful
5.0 out of 5 stars Step by Step through AdWords October 21, 2010
Format:Paperback
I have known and followed David for a number of years. I have always admired his level of understanding for AdWords - both on the search and the display network.

When I read his book, I was impressed by the step by step walk through of all the little things that you do (or need to do) immediately after launching an AdWords campaign. I don't believe I've ever seen anyone list all those details and steps in one place.

A few of my favorite sections:

I highly recommend the section on defining personas under the researching keywords section.

Designing effective landing pages is thorough, solid.

It was refreshing to see the chapters on how to migrate your campaign into Yahoo and Bing because training and information on PPC strategies around those search engines is very hard to find.
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2 of 2 people found the following review helpful
5.0 out of 5 stars David Szetela - A True PPC Rockstar! June 30, 2011
Format:Paperback|Verified Purchase
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 Geddes
Winning Results With Google Adwords by Andrew Goodman

Between these three books your PPC training will be complete!

Enjoy!

Echo Internet Marketing Staff
[...]
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4 of 5 people found the following review helpful
Format:Paperback
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.
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4.0 out of 5 stars Too packed for "an hour a day!" September 26, 2013
By Kevin
Format:Kindle Edition|Verified Purchase
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)!
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