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

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

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This entry was posted on Thursday, January 26th, 2012 at 4:37 pm and is filed under Pay Per Click. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

3 Responses to “Pay-Per-Click Search Engine Marketing: An Hour a Day”

Shelley Ellis Says:

6 of 7 people found the following review helpful:

Step by Step through AdWords, October 21, 2010

Shelley Ellis –

This review is from: Pay-Per-Click Search Engine Marketing: An Hour a Day (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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January 26th, 2012 at 5:15 pm

Echo Internet Marketing Says:

1 of 1 people found the following review helpful:

David Szetela – A True PPC Rockstar!, June 30, 2011

Echo Internet Marketing –

Amazon Verified Purchase(What’s this?)

This review is from: Pay-Per-Click Search Engine Marketing: An Hour a Day (Paperback)

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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January 26th, 2012 at 6:14 pm

Marylene Delbourg-Delphis Says:

3 of 4 people found the following review helpful:

A must read to better understand the mechanics of a relatively new genre, September 18, 2010

Marylene Delbourg-Delphis (Palo Alto & Boston) –

This review is from: Pay-Per-Click Search Engine Marketing: An Hour a Day (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. 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.

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January 26th, 2012 at 7:08 pm

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