Search Engine Advertising : Buying Your Way to the Top to Increase Sales

Catherine Seda

Search Engine Advertising : Buying Your Way to the Top to Increase Sales

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商品描述

You don't have to have the biggest name or the most dazzling graphics to lure customers to your Web site. These days, all you really need is prominent search-engine placement. This book shows you how to get it! With searching one of the most popular Internet activities, a top spot on a major search engine virtually ensures a high volume of visitors--though converting them to buyers is another story. In these pages, top Internet marketer and strategist Catherine Seda tackles both parts of that equation. First, she outlines the strategy involved in buying the specific keyword positions that will lead users directly to the page you want. Then, she describes how you can turn poor-performing ad copy into targeted sales-getters, and how you can evaluate and correct low visitor-to-buyer conversions. Beginning marketers will find the info they need to implement a Web strategy quickly, while advanced marketers will find all kinds of tips for analyzing and improving current results.

Table of Contents：

Foreword.

Introduction.

Optimization Versus Advertising: What's the Difference? Why I Wrote Search Engine Advertising. How This Book Is Organized.

I. PLANNING A SUCCESSFUL STRATEGY.

1. Why Is Search Engine Advertising Important?

It's Quick, Easy, and Inexpensive to Generate New Business. Expand Brand Awareness. A Simple Way to Test New Promotions. Advertising Complements Web Site Optimization Efforts. Search Engine Alliances Show Path to Success.

2. Marketing Campaign Foundation.

Mission Statement. Target Market. Unique Selling Points. Call to Action.

3. Choosing Keywords for Maximum Performance.

Branded Keywords. Generic Keywords.

4. Copywriting Tips to Improve Your Click-Through Rate.

Seven Ways to Attract Buyers, Not Browsers. Top 10 Ways to Avoid Rejection. Monitoring Your Competitors' Click-Through Performance.

5. Landing Pages That Convert Visitors into Buyers.

Provide a Direct Path. Complete the Message from Your Ad Listing. Design Page Layout to Invite the Sale. Three Psychological Factors of Selling.

Conclusion.

II. PAID PLACEMENT PROGRAMS.

6. Fixed Placement.

The Advantages of Using Fixed Placement. The Challenges of Fixed Placement. Creating a Fixed Placement Questionnaire.

7. Pay-For-Placement.

The Advantages of Pay-For-Placement. The Challenges of Pay-For-Placement. Pay-For-Placement Questionnaire.

Conclusion.

III. PAID INCLUSION PROGRAMS.

8. Submit URL.

The Advantages of Submit URL. The Challenges of Submit URL.

9. Trusted Feed.

The Advantages of Trusted Feed. The Challenges of Trusted Feed.

10. Web Site Optimization.

What Do Search Engines Want? Keyword Density and Rankings. Search Engine Submission Checklist.

Conclusion.

IV. SPECIALIZED SEARCH ENGINES.

11. Comparison Shopping Engines.

Preparing for a Shopping Engine Program. Live or Die by Customer Testimonials.

12. Vertical Market Search Engines.

Go to Your Target Market. Benefit from Their Marketing Expenditures.

13. International Search Engines.

Tips for International Marketing. International Search Engine Popularity.

Conclusion.

V. TRACKING YOUR RETURN ON INVESTMENT.

14. Before You Start Advertising…

What Is ROI? Set a Customer Acquisition Cost Goal. Test Before You Invest. Search Engine Click-Through Reports. Search Engine Conversion Tracking.

15. ROI Tracking Tips.

Get Deep with Your Data. Routine Campaign Analysis. Double-Check Your ROI Reports. Conversion Issues. Your Solution Options.

16. Small Business E-Commerce Solutions.

Advantages of E-Commerce Systems. Challenges of E-Commerce Solutions.

17. Affiliate Programs.

Advantages of Affiliate Programs. Challenges of Affiliate Programs.

18. Web Analytics.

Advantages of Web Analytics. Challenges of Web Analytics.

19. Bid Management Tools.

Advantages of Bid Management Tools. Challenges of Bid Management Tools.

20. Internet Marketing Agencies.

Advantages of Internet Marketing Agencies. Challenges of Internet Marketing Agencies.

Conclusion.

VI. PROTECTING YOUR PROFITS.

21. Watch Out for Click Fraud.

Safeguards Search Engines Can and Can't Offer. Identifying Click Fraud Patterns. Deter Fraudulent Clickers. Reporting Evidence to Resolve Past and Future Incidents.

22. Trademark Infringement.

Filing a Complaint with the Search Engines. Cease and Desist Letter. Legal Loopholes. International Law Leading the Way.

23. Managing Your Affiliates.

The Amazing Success of Trademarks. Create an Affiliate Strategy. Trademark Protection Agreement. If You're an Affiliate: The Gold Rush Is On!

Conclusion.
Resources.

Web Sites. Books.

Glossary.
Search Engine Visibility, Chapter 1 Excerpt.
Index.

商品描述(中文翻譯)

你不需要有最大的名氣或最令人眼花繚亂的圖形來吸引顧客到你的網站。如今，你真正需要的是在搜索引擎中佔據重要位置。這本書向你展示如何實現這一目標！隨著搜索成為最受歡迎的網絡活動之一，出現在主要搜索引擎的頂部位置幾乎可以確保大量的訪客，但將他們轉化為買家則是另一回事。在這些頁面中，頂級網絡營銷師和策略家凱瑟琳·塞達解決了這個方程式的兩個部分。首先，她概述了購買特定關鍵詞位置的策略，這將直接將用戶引導到你想要的頁面。然後，她描述了如何將表現不佳的廣告文案轉化為有針對性的銷售工具，以及如何評估和改善訪客轉化為買家的比例。初學者將找到他們需要實施網絡策略的信息，而高級營銷人員將找到各種分析和改進現有結果的技巧。

目錄：
前言
引言
第一部分：計劃成功的策略
1. 為什麼搜索引擎廣告很重要？
2. 營銷活動基礎
3. 選擇關鍵詞以獲得最佳效果
4. 提高點擊率的文案寫作技巧
5. 將訪客轉化為買家的登陸頁面
結論
第二部分：付費排名計劃
6. 固定位置
7. 付費排名
結論
第三部分：付費收錄計劃
8. 提交網址
9. 可信賴的數據源
10. 網站優化
搜索引擎想要什麼？
關鍵詞密度和排名
搜索引擎提交

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