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on March 1, 2009
This book offers good insight to those unfamiliar with the online marketing landscape but the title is somewhat misleading. Based on the title, and the big fat "Pay Per Click" on the title, I expected it to focus on PPC marketing.

The topic is lightly discussed at the very beginning and then you'll find yourself halfway through the book before PPC starts to get covered. Even then, the techniques are elementary, which is probably perfect for someone starting out. But the "Ultimate Guide"? I think there is some liberty being taken there.

[...], and while it doesn't really affect the message, it just makes it seem haphazardly edited. I can't knock it too much for this but you expect more from a published book.

Anyhow, for the online marketing beginner or PPC novice, it's a fine introduction into that realm. But for those seeking a true Ultimate Guide, this isn't it. It does have a lot of info regarding PPC but almost half the book is devoted to details that are a stretch to be directly related.

It's kind of like buying the Ultimate Guide to Cooking Lobster only to find that the first half of the book is devoted to cooking pasta. A weak example, perhaps, but I'm trying to use an analogy. :)
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on September 24, 2007
I have been looking for this book! Search engine optimization and pay per click advertising were mysterious techniques about which I knew nothing until I read The Ultimate Guide to Search Engine Marketing by Bruce C. Brown. The heart of the book is its detailed information about online marketing using search engine optimization and pay per click advertising. Several chapters are devoted to these strategies with regard to specific search engines, such as Google and Yahoo.

The purpose of search engine optimization (SEO) is to raise the ranking of your website on a particular search engine by the use of relevant keywords or phrases. The author explains how to choose the best keywords or phrases for your site and how to use META tags to raise your website's ranking. He also discusses keyword placement on a webpage. Did you know that some search engines only "crawl" a small portion of the text on a particular webpage?

Pay per click advertising (PPC) will reach millions of customers in a credible, cost-effective way. This type of online marketing plan can target a geographical area or demographic group, and it can be modified easily if it does not seem to be working.

The book also includes a history of online marketing and descriptions of types of online ads. Case studies, hints, tips, and advice round out the content. This is a clearly organized, easy-to-use guidebook for a person who is fairly internet-savvy. I recommend it highly.
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on September 23, 2007
Pay per click advertising is all the rage. Hundreds of sites claim that "you, too can make hundreds of thousands of dollars" with the technology. But what is pay per click? And how can it work for the average person looking to get started?

The Ultimate Guide to Search Engine Marketing answers these and many more questions, beginning with the most obvious: What exactly is pay per click marketing, and why should the reader be interested in it? The author, Bruce Brown, explains the history and background of online marketing, and how it's become one of the most effective forms of advertising in history.

Search engine optimization is explored in detail, as each search engine has a different algorithm and tactics for returning results. Brown shows the reader how to capitalize on how each search engine fetches their information, through META tags, keywords, feedback, and other types of website optimization. Generating traffic to your website is obviously an important part of online marketing, and the author explains what the best strategies are for getting visitors to notice your web presence.

Yahoo and Google are the two premier search engines, and each has their own advertising methods. The author walks the reader through each, offering handy tips, step-by-step comparisons of cost effectiveness, and how to avoid click fraud. Microsoft's ad structure is also discussed.
Affiliate marketing, through eBay and other systems, can also be used effectively to net large profits, and Brown explains how to become part of an affiliate program, how to generate leads and traffic, and what the potential successes can be when using affiliates.

Included in the book are case studies that illustrate the points made and show real-life applications of the principles and strategies outlined in the book's previous chapters. Perhaps most valuable is the last chapter, which gives tips and tricks from the professionals who use SEO marketing and pay per click on a daily basis to make a living. The reader can learn from the best and start their SEO business right.

All in all, this is a great book, with a style that is professional yet entertaining and easy to understand. If you're looking to find out more and perhaps cash in on pay per click marketing--to augment your existing career or begin a new one--this book is a great place to start.
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on July 7, 2008
One hundred fifty years ago, businessmen believed that the China market was unlimited. They illustrated its size by claiming that, if they could sell even a single wooden match to every citizen of China, they would make a fortune. Nowadays, the Internet has replaced China as the source of unlimited market opportunity. Bruce C. Brown's The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed tells the reader how to tap into this opportunity and start building a fortune.

Brown cites studies that predict 231 million online users in 2009 spending as much as $3.7 billion. Brown shows readers how to reach those users through various online marketing techniques, in particular through PPC (pay per click) advertising. He details for owners methods for generating traffic, developing marketing strategies, budgeting, building sales, and protecting themselves from fraud. In addition to this information, useful to most business owners interested in generating Internet traffic, the book also operates on another level.

Brown goes into considerable detail on optimizing a web page for search engines and working in detail with Google and Yahoo marketing programs. No doubt, there are individuals who are equally comfortable with web page design and business operations, but it is more likely that a business owner will best use the web page design information to guide their interaction with a programmer. The book closes with case studies and more expert advice from individuals who have been there and done that. Brown has created a thorough guide loaded with a great deal of useful information.
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on August 19, 2007
As someone who is largely unfamiliar with the ins and outs of Search Engine marketing, I was extremely impressed with the way the author was able to organize and break down the array of information that was presented in the book. Beginning with a brief history of the evolution of online marketing (in which the author presents some staggering statistics about the revenue generated today by traditional mailings versus that which is generated by online marketing), the author touches on almost every online marketing topic available, from general information on PPC (pay per click) advertising to detailed breakdowns of the marketing costs on major sites such as Google, Microsoft, and Yahoo!

Though this book certainly offers something for anyone interested in essentially any facet of online marketing, I found a couple of sections to be of particular interest to me personally. The first section I thought was especially helpful deals with "How to Budget for Your PPC Advertising Campaign and Choose Effective Keywords." Not only did this section provide suggestions on how to best research and select the right keywords for a business (I discovered many web sites can help in suggesting popular keywords that often lead to more hits), it also gives a detailed formula on how to calculate the profitability of an online marketing campaign against the money that was invested.

Another section of the book I found particularly helpful featured tips and advice from online marketing experts. In this section, at least ten various experts in the field (including those who specialize in tracking online traffic and those who focus on search engine marketing) weigh in on the best ways to achieve results through various manners of online marketing campaigns (from PPC advertising to Search Engine Optimization). The advice from each of these experts is broken down into bullet points, which made the most important information stand out and become easier to remember.

The only significant drawback I encountered with this book was that the wealth of information often seemed a bit overwhelming. However, this is offset partially by the detailed and specific organization within the book. As a result, I found the information to be more accessible and slightly less overwhelming. For someone serious about plunging into the world of online marketing, this book will serve as a valuable asset And though you may not necessarily be able to grasp all of the information on the first read, it is definitely a book that should stay close by for use as a reference tool.
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on July 16, 2008
The Ultimate Guide to Search Engine Marketing by Bruce C. Brown is a must read for anyone who owns and operates a business in today's technologically advanced world. It is a great resource and a handy reference guide to the mysteries of internet marketing. It explains, in detail, what Search Engine Optimization is and how to make your website visible in search engines via the use of keywords. It contains comprehensive information about marketing your business and products online. While some of the chapters can be quite complex, the author includes screen prints as he walks the reader through the necessary steps to get a website on to the more popular search engines. There is a chapter devoted entirely to fraud, and how to stop your competition from clicking on your ads and burning through your advertising budget - something I didn't even know existed until I read this book. The case studies are helpful in demonstrating the effectiveness of directed pay per click marketing and search engine optimization. After reading this book, you will not only have a clear understanding of how internet advertising and marketing works; you will be able to apply your knowledge and immediately start marketing your business on the internet.
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on August 8, 2007
"The Ultimate Guide to Search Engine Marketing, Pay Per Click Advertising Secrets Revealed" is a valuable tool for anyone who promotes businesses via the Web. Whether for a business owner, web designer, or marketing consultant, this book offers a wealth of useful information geared toward increasing web site exposure. There are a number of wrong ways to promote a website. You could simply upload your site and hope that someone will stumble across it. You could be intrusive and annoying and force visitors to you, using deceptive techniques. Or you could do it the right way, Bruce C. Brown's way.

The book was brilliantly structured to provide information that goes well beyond search engine success. Brown first explains the difference between various internet advertising methods, clearly defining pay-per-click (PPC) and banner ads and explaining how each works to promote your site. He further describes less desirable methods like spam and pop-up ads and tells why they are not as effective as PPC or banner ads.

As a contractor who writes web content for various businesses, I benefited greatly from Brown's in-depth coverage of search engine optimization (SEO) strategies. I also enjoyed a section, earlier in the book, which explained, in great detail the elements of the CAN-SPAM Act. The CAN-SPAM Act was designed to prevent unsolicited, intrusive advertising methods, and the addition of this section makes Brown's book an even more valuable guide to have on hand.

As I have already stated, "The Ultimate Guide to Search Engine Marketing, Pay Per Click Advertising Secrets Revealed" offers much more than search engine and PPC optimization guidelines. It also teaches how to strategically construct a web site to greatly improve search engine result placement, suggesting effective keywords and search-enhancing tags (HTML) to embed directly into your web pages. Brown then launches into a complete autopsy of the various search engine systems, describing how each finds and flags your website.

There are other useful bits of information such as the costs involved in search engine marketing - how to budget, how much you should expect to spend, and when being first place on the search results list isn't worth the cost. I was impressed that cost issues were included to ensure that no unpleasant surprises are involved in following Brown's methods.

And just to make sure no stone's left unturned, the book is chock full of additional links and resources. There are recommendations as to which companies would be most helpful in the website/search engine optimization process along with suggestions for further reading.

"The Ultimate Guide to Search Engine Marketing, Pay Per Click Advertising Secrets Revealed" is a necessary resource for anyone contributing toward the success of a web enhanced business.
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on October 3, 2007
The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed by Bruce Brown is a guide for anyone looking to utilize search engine marketing to increase traffic to their website. As someone looking to grow an online business, this is a topic I have long been interested in, but knew very little about before reading this book. Brown goes through the history of Internet marketing and explains why Pay Per Click (PPC) advertising is superior to other forms of online advertising. He explains how to budget for a PPC campaign and how to choose effective keywords, measure the return on investment and use Google and Yahoo's campaign management systems. The case studies peppered throughout the book are particularly helpful as they offer real examples of PPC campaigns and their results.

One complaint I had was that Brown spends a little more time than necessary discussing topics such as Search Engine Optimization. The book strays from its PPC strengths, but in that it also provides additional information for those who would like to know a little more about Internet marketing.

I found this book very helpful as I prepared to launch my own PPC campaign. While some of the information in Brown's guide was not particularly relevant to my needs, it still offered large amount of help in understanding and using PPC advertising.
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on March 31, 2008
The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed by Bruce C. Brown is a great book for small business owners and those with small marketing budgets. This comprehensive guide is a wonderful addition to anyone who wants to promote their business online.

The online pay-per-click system may seem complicated with its many ins and outs but with Brown's book, you can implement his ideas with little to no money and do so easily. Each section offers a wealth of information for web marketing and pay-per-click newbies. There are even three separate sections each on how to use Google, Yahoo and Microsoft alone! The concepts are simple and the history of online marketing gives one a helpful background in getting started. Brown teaches you how to create a budget, devise a marketing strategy of your own and work from there. This book is a good resource with its handy checklists, helpful glossary of terms and sections on writing your own press releases and even detecting fraud in the online marketing world.

`The Ultimate Guide' gives detailed plans and goes far beyond the basics of PPC marketing. With Brown's guide, you will learn the difference between the internet marketing practices and be armed and ready to get your business out there. What I loved the most was that names, internet addresses and links are all right here in this book! Brown includes so much information and guidance that there is even a section about how much time you can expect to spend depending on the success outcome level you are looking for. There are a variety of links and resources all at your fingertips in this book. It is detailed, well laid out and incredibly helpful to anyone who is looking for a new way to advertise their business and get beyond the first round of search engine success.
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on September 7, 2007
If your goal is to have more web visitors visit your web site, then ULTIMATE GUIDE TO SEARCH ENGINE MARKETING: PAY PER CLICK is a 'must' for your internet business. It tells of the PPC advertising technique that uses search engines where you can display text ads throughout the internet keyed to particular products or businesses. Such advertising may seem confusing, but ULTIMATE GUIDE explains all the methods and purposes behind it - and makes it easy to use. A top pick for both internet businesses and libraries catering to them.

Diane C. Donovan
California Bookwatch
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