Search Engine Advertising: Buying Your Way to the Top to Increase Sales, 2/e (Paperback)

“A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do!”
—Danny Sullivan, Editor SearchEngineWatch.com

Nothing delivers high-quality traffic like the search engines, but if you’re not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program.

Key features in this book include learning how to:
• Buy top positions on the major search engines profitably
• Transform poor ad copy into ads that deliver results
• Increase visitor-to-buyer conversions
• Begin paid search advertising now, even if you’re a novice
• Use advanced techniques to evaluate and improve your results
• Leverage successes from Google into Yahoo, Microsoft, and more
• Leave the unprofitable clicks to your competition while grabbing the most profitable ones

「一本非凡的書籍，讓您輕鬆進入重要的搜尋引擎廣告世界。在您的競爭對手之前閱讀它！」—Danny Sullivan, SearchEngineWatch.com 編輯

沒有什麼比搜尋引擎更能提供高品質的流量，但如果您在所需關鍵字的搜尋結果中沒有顯著出現，那就意味著您的競爭對手出現了。掌握控制並最大化利潤的方法是利用付費搜尋結果。付費搜尋引擎列表可以提供想要購買您所銷售產品的網站訪客。它們不僅可以使用關鍵字，還可以使用地理位置、時間等來精確定位適合的登陸頁面。只要稍加學習和預先規劃，任何公司都可以啟動一個有利可圖的搜尋引擎廣告計劃。

本書的主要特點包括學習如何：
• 以有利可圖的方式在主要搜尋引擎上購買頂級位置
• 將糟糕的廣告文案轉化為能產生結果的廣告
• 提高訪客轉換為購買者的比例
• 即使是新手，也能立即開始付費搜尋廣告
• 使用高級技巧評估和改進您的結果
• 將從 Google 的成功應用到 Yahoo、Microsoft 等平台
• 讓您的競爭對手處理無利可圖的點擊，而您則抓住最有利可圖的點擊