- Paperback: 432 pages
- Publisher: Sybex; 2 edition (August 2, 2010)
- Language: English
- ISBN-10: 0470488670
- ISBN-13: 978-0470488676
- Product Dimensions: 7.4 x 0.9 x 9.2 inches
- Shipping Weight: 2 pounds (View shipping rates and policies)
- Average Customer Review: 4.7 out of 5 stars See all reviews (10 customer reviews)
- Amazon Best Sellers Rank: #634,782 in Books (See Top 100 in Books)
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Pay-Per-Click Search Engine Marketing: An Hour a Day 2nd Edition
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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 machinethe 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 enginesGoogle, Yahoo!®, and Microsoft Bingand 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.
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Top Customer Reviews
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!
Echo Internet Marketing Staff
They walk through it on a day-by-day; week-by-week schedule which I'm not sure was necessary as some steps only take a short time while others a bit longer.
You should have a decent understanding of direct marketing. They cover this quickly at the front but if you have no experience in DR, the nuances of the points the book makes could be lost on the reader. Otherwise this is a really great book if you are looking to learn how PPC works. Definitely recommended.
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. As the authors sum it up: "Success in advertising is based on the mechanics of getting the advertising pieces into the hands of the right people, finding the right target audience, creating persuasive language and images and improving efficiency over time."
Even if you do not want to build your PPC campaigns yourself and hire the right people to do it for you., real familiarity with PPC marketing is a must in 2010.