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The Truth About Pay-Per-Click Search Advertising Paperback – March 29, 2009


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Product Details

  • Paperback: 224 pages
  • Publisher: Que Publishing; 1 edition (March 29, 2009)
  • Language: English
  • ISBN-10: 0789738325
  • ISBN-13: 978-0789738325
  • Product Dimensions: 8.3 x 5.5 x 0.8 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #1,384,188 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Kevin Lee, Didit Founder, Chairman, and CEO, has been an acknowledged Search Engine Marketing (SEM) expert since 1995. Kevin’s years of SEM expertise provide the foundation for Didit’s proprietary Maestro search campaign technology. Didit’s unparalleled results and client growth have earned Didit recognition not only among marketers, but also as part of the 2007 Inc 500 (#137), as well as a #12 position on Deloitte’s Fast 500. Kevin’s “Paid Search Strategies” column for ClickZ is read by thousands, and his book, The Eyes Have It: How to Market in an Age of Divergent Consumers, Media Chaos, and Advertising Anarchy, has been widely praised. A founding board member of SEMPO and its first elected chairman, Kevin is also active on DMA and IAB committees.

 

The Wall Street Journal, Business Week, The New York Times, Bloomberg, CNET, USA Today, San Jose Mercury News, and other press quote Kevin regularly. Kevin lectures at leading industry conferences, as well as at NYU, Columbia, Fordham, and Pace Universities. Kevin’s expertise is also valued by Wall Street; he has briefed analysts and clients of JP Morgan, RBC, UBS, Piper Jaffray, Goldman Sachs, Citicorp, and others. Kevin earned his MBA from Yale School of Management in 1992 and lives in Manhattan. Kevin was recognized as an Ernst & Young Entrepreneur Of The Year® 2008 Award Finalist in Metro New York Area and received the 2008 Direct Marketing Club of New York, Mal Dunn Leadership Award.

 

In addition, in 2008, Kevin and partner David Pasternack launched a social entrepreneurship venture, www.We-Care.com, a web technology that generates passive donation revenue for nonprofit causes, including schools, universities, associations, clubs, and houses of worship.

 


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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Midwest Book Review on July 11, 2009
Format: Paperback
New media offers new avenues of advertising. "The Truth About Pay Per Click Search Advertising", another entry into the 'The Truth About' series, is an advice manual for those who want to maximize their use of pay per click search advertising, where one can advertise their business through search engines such as Google. Wise and cautious, "The Truth About Pay Per Click Search Advertising" also warns of fraud that occurs in this field, and where it will go in the future, and how effective the process really is. "The Truth About Pay Per Click Search Advertising" is a must for anyone looking to expand their internet advertising domain.
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1 of 1 people found the following review helpful By MGlite on May 9, 2012
Format: Kindle Edition
I use bestsqueezepages.com to create lead generating websites for over 50 different niches. One of the keys to a successful lead generating website (or squeeze page) is highly targeted traffic. I used a lot of the info in this book to help generate more traffic to my squeeze pages with PPC. For newcomers to PPC this book covers all of the basics. Its certainly worth the low cost to pick up the Kindle version.
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1 of 1 people found the following review helpful By P. Oswalt on January 13, 2010
Format: Paperback Verified Purchase
If I had a chance to read the first three chapters of this book I would have moved along to the next one. I had a hard time reading the author's prose because as it is written for a graduate major in marketing and not the 'in the trenches' PPC guy who is trying to tune his Google and Yahoo campaigns. The chapters are 2-3 pages in length and offered now real workable solutions for me because I couldn't get past the densely written and compact prose. I wouldn't say it's worthless since no book is totally worthless, but I wouldn't recommended it to anyone.
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Format: Kindle Edition Verified Purchase
I've taken a long break from PPC advertising to focus on SEO and Social Media marketing, but I've always had a love for PPC. I picked up this kindle book to refresh my knowledge and I really enjoyed it and I feel like I'm ready to tackle the PPC world of marketing again. FYI, I purchased this book for my kindle and there was no adCenter offer/bonus. I believe that's for the paperback versions only. Shucks.
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Format: Paperback
Kevin over-delivers in this invaluable book that should be on any marketers bookshelf. This book is great for someone trying to get a whole-scope view on the world of pay-per-click marketing in a short time. The book starts out with an introduction to ppc as well how it all was started. He covers the original creators of the idea, how it evolved, and what its becoming. Kevin then introduces you to the usable world of ppc including how to use for your business (whether trying to gain leads, sales, or just build your brand or market presence) as well as things to be weary of like "click fraud". He describes tracking, analytics, data collection, proper keyword and market selection, expanding your target audience, conversions,and many other things you need to know to properly run a search campaign intelligently and with the least risk. The final parts of the book give you an 'insiders' insight on what to look for in the future as well as introductions to newer ways of ppc marketing such as mobile marketing and even social search. Kevin lays out the theory and structure of this book in a clear and precise manner that makes even the most technical subjects easy to digest. If your new to PPC or just want to touch-up your skills and sharpen the edges on your campaigns, Kevin's book "The Truth About Pay-Per-Click Search Advertising" is a must-read!
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