Pay-Per-Click Search Engine Marketing

<p>The complete guide to a winning pay-per-click marketing campaign</p> <p>Pay-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.</p> <p>Using the popular <i>An Hour A Day</i> format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.</p> <ul> <li>Successful pay-per-click campaigns are a key component of online marketing</li> <li>This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants</li> <li>Explains core PPC concepts, industry trends, and the mechanics that make a campaign work</li> <li>Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models</li> <li>Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google’s content network</li> <li>Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected</li> </ul> <p><i>Pay-Per-Click Search Engine Marketing: An Hour a Day</i> provides the tools to make the most of this important marketing method.</p>