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

3.7 out of 5 stars 9 customer reviews

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From the Back Cover

Everything you must know to optimize your search ads, increase your profits, and help customers find exactly what they're searching for - The truth about the search tax - The truth about competitive and network click fraud - The truth about testing and expansion The "Truth About Pay-Per-Click Search Advertising" is a valuable resource for Internet marketers at both the tactical and strategic level regardless of company size. While PPC search engine advertising in Google, Yahoo, Microsoft, and other engines looks easy, competing successfully against competitors in a real-time auction for consumer's attention, clicks and dollars is no simple task. There are two kinds of PPC search marketers at the top of the paid placement results: brilliant marketers and irrational clueless amateurs. This book is designed to make sure that the reader becomes one of the brilliant marketers and learns how outmaneuver the competition. This book arms the reader with proven tactics and strategies that ensure success.
This book provides concrete, easy-to-grasp concepts, strategies, and tactics designed for both the hands-on search marketer as well as the supervisor focused on strategy. However, a basic understanding of some key search marketing and Internet marketing fundamentals will be helpful, though not essential, to the reader. To empower readers of all levels, the book contains a basic glossary of often-used terms (CPC, CPM, MaxBid, SERP) to ensure accessibility to all readers. Conversely, even the most seasoned paid search marketing professional will learn a great deal from this book. To win in today's SEM PPC auctions and to continue to thrive, marketers need to figure out how to allocate budgets effectively and efficiently. The future of their business may depend on a good understanding of paid search and auction-based keyword-targeted media. As an added bonus with purchase of "The Truth About Pay-Per-Click Search Advertising" you will receive a $200 free search advertising credit from Microsoft Advertising. This offer is for new account holders only. For details on the offer see kevinlee.net/book or the inside front cover of the book.

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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Product Details

  • Paperback: 224 pages
  • Publisher: Que Publishing; 1 edition (March 29, 2009)
  • Language: English
  • ISBN-10: 0789738325
  • ISBN-13: 978-0789738325
  • Product Dimensions: 5.4 x 0.6 x 8.4 inches
  • Shipping Weight: 12.8 ounces (View shipping rates and policies)
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #2,689,303 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

By Justin on March 9, 2011
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
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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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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Format: Kindle Edition
Length: 2:05 Mins
The Truth About Pay-Per-Click Search Advertising is what it says it is. It's the truth about the business of pay per click from one of the Web's most respected search engine marketers. You will enjoy this book if you want to know how PPC really works, and how you can profit from it.
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Format: Paperback
The word "guru" is bandied around a lot in digital marketing but Kevin Lee is one of the few actually deserving of the title - and his expertise falls squarely into paid search advertising. For years he's been writing, teaching, speaking, and most importantly, practicing paid search advertising. This slim but meaty volume is the distillation of the essence of his knowledge. Concise, to-the-point and actionable.

Search ads should MAKE you money rather than COST you money. Before you get into the game, get this book. Read it. It will pay for itself with your first campaign.
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