Download Pay Per Click Search Engine Marketing for Dummies (ISBN - 0471754943) PDF

TitlePay Per Click Search Engine Marketing for Dummies (ISBN - 0471754943)
TagsFor Dummies
File Size12.7 MB
Total Pages386
Table of Contents
                            About the Author
	Author’s Acknowledgments
	Contents at a Glance
	Table of Contents
		About This Book
		Foolish Assumptions
		How This Book Is Organized
		Icons Used in This Book
	Part I: Preparing for Your Campaign
		Chapter 1: Introducing Pay Per Click Advertising
			The Days before PPC
			Understanding PPC: What It Is and Why You Should Care
			Is Everyone Making Money with PPC?
			Why Bother Using PPC?
			Placing Eggs in Several Baskets
		Chapter 2: The Different Forms of PPC
			The Big Two PPC Search Engines
			Who Feeds Whom?
			Second-Tier PPC Systems
			Third-Tier Search Engines
			Content-Match or Contextual PPC
			Underlined Words
			Paid Inclusion
			Trusted Feeds
			Shopping Directories
			eBay Keywords
			Pay Per Call
			PPA — The Next Wave?
			It’s Not Just Google and Yahoo!
		Chapter 3: Calculating ROI (Return on Investment)
			Conversion Ratio, Click Value, ROI, and More
			Calculating Gross Profit and Breakeven Cost Per Sale
			Breakeven Cost Per Click
			Figuring Out Return on Investment (ROI)
			Deferred Actions
			Offline Sales
			Including Lifetime Value
			Forget the Value of Branding
			Pulling It All Together
			Modifying the Essential Factors
		Chapter 4: Selecting Keywords
			Understanding the Importance of Keywords
			Thinking Like Your Prey
			Starting Your Keyword Analysis
			Using a Keyword Tool
			Using Wordtracker
			Narrowing Your Keyword Choices
			Avoiding Trademark Problems
		Chapter 5: Creating Landing Pages
			Landing Pages That Work
			Landing Pages That Could Be Better
			Picking a Landing Page
			It’s Not Just about Pricing
			Landing Page Tips
			Your Site’s Part of the PPC Campaign
			Making Your Web Site Sell
			Tips for an Effective Web Site
			Pure E-commerce Sites
			PPC Rules of Landing Pages
		Chapter 6: Finding the Right Words for Your Ad
			Small Changes = Huge Benefits
			Different Systems, Different Ads
			Viewing the Editorial Guidelines
			Encouraging Clicks
			Discouraging People from Clicking
			Avoiding Rejection
			Testing your ads
		Chapter 7: Bidding on Keywords
			Understanding Basic Bidding
			Using Bidding Strategies
			Use Auto-Bidding Software
			Finding Cheaper Clicks
			Keyword Matching Methods
	Part II: Using the PPC Systems
		Chapter 8: Working with Yahoo! Sponsored Search
			Picking a Membership Level
			Creating Your Yahoo! Account
			Serving Yourself
			Adjusting Account Settings
			Checking Editorial Status
			Creating More Ads
			Managing Your Yahoo! Campaign
			Editing Listings
		Chapter 9: Buying Traffic from Google AdWords
			Creating Your Google Account
			Removing Content Placement
			Using the All Campaigns Page
			Creating More Campaigns, Ad Groups, and Ads
			Managing a Campaign
			Managing Your Ad Groups
			The Vagaries of Google Bidding
			Getting Help Placing Bids
			Changing Matching Options
			Reviewing Rejected Ads
		Chapter 10: Harnessing MSN Keywords
			Creating Your MSN AdCenter Account
			Managing Your Campaigns
		Chapter 11: Using the Second-and Third-Tier PPC Systems
			Three Reasons to Use Tier II Systems
			Will Tier II Systems Work for You?
			Finding Tier II Systems
			Tier II Features
			Working with Tier III Systems
		Chapter 12: Using Geo-Targeting
			Why Is Geo-Targeting So Important?
			How Does Local Search Work?
			Creating Your Ads
			Using Google Local Targeting
			Using Yahoo! Local Advertising
			Working with MSN Location Targeting
			Don’t Forget the Yellow Pages
			Other PPC Services
		Chapter 13: Working with Content or Contextual Placement
			What Is Content Placement?
			The Problems with Content Placement
			Using Content Placement Despite the Problems
			Working with Google’s Content Network
			Using Yahoo!’ s Content Match
			Using Other Content Placement Systems
		Chapter 14: Other PPC Services — Shopping Directories, Yellow Pages, and More
			Using Vertical Targeting
			Using the Shopping Directories
			PPA or CPA Services
			Working with the Yellow Pages
			Using Paid Inclusion and Trusted Feeds
			Using Pay Per Call
	Part III: Managing Your Campaign
		Chapter 15: Using Click Tracking and Conversion Tracking Tools
			Tracking the Sales Funnel from A to Z
			Using the Reports
			Working with Basic Tracking Techniques
			Working with Google
			Using Advanced Third-Party Systems
		Chapter 16: Working with Bid-Management Tools
			Why Bid Management?
			Designing the Ideal PPC Manager
			Using Proprietary Bid Managers
			Using Atlas OnePoint BidManager
			Finding Other Bid-Management Tools
			Build Your Own Bid-Management Tool
			Using a Bid-Management Firm
		Chapter 17: Avoiding Click Fraud
			Understanding Click Fraud
			Different Fraud Tactics
			Watching for Impression Fraud
			What Are the PPC Companies Doing about Click Fraud?
			Protecting Yourself
			Identifying Click Fraud
			Using a Click Fraud Detection Service
			Complaining to the PPC Service
	Part IV: The Part of Tens
		Chapter 18: Ten Ways to Make Money Selling Clicks
			Generating a Lot of Traffic
			Picking High-Value Keywords
			Buying Clicks to Sell Clicks
			Combining and Experimenting with Ad Systems
			Signing Up with Google AdSense
			Experimenting with Different Features
			Working with the Yahoo! Publisher Network
			Finding Other PPC Systems
			Creating Your Own PPC System
			Thinking about Affiliates
		Chapter 19: Ten Ways to Stay Up-to-Date and Track Down the Details
			Let Me Help Some More
			The PPC Systems Themselves
			The Google Learning Center
			Yahoo!’ s Training Manual
			Open Directory Project’s PPC Category
			Yahoo! Directory
			Other PPC Sites
			Search Engine Optimization For Dummies
Document Text Contents
Page 1

Pay Per Click
Search Engine Marketing



by Peter Kent
Author of Search Engine Optimization For Dummies

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Follow these steps to create your ad:

1. Type a title for the ad, up to 40 characters long, into the Enter Title box.

Remember to include keywords if possible.

2. In the Enter Description text box, um, enter your description.

You can enter up to 190 characters or limit it to 85 if you know the ad
will appear on the side of the search results.

3. Type the full URL of the ad’s landing page in the Enter URL box.

By the way, Yahoo! automatically extracts the domain-name portion of
the URL to create a “Display URL.” When the ad is displayed at the top
of the page, in the first two or three positions, there’s no practical limit.
On the side, though, only 28 or 30 characters will be displayed, so if you
have a very long domain name, you may want to drop the www. piece;
use rather than www.veryverylooong, for instance. Also, although you can use mixed-case
domain names if you wish, as I explain in Chapter 6, Yahoo! changes it all
to lowercase.

4. When you finish, you can click Continue to move to the next step. But
first, let me explain how you can use the current page to create multi-
ple ads.

Figure 8-4:
You’ll create

the ad in
this page.

175Chapter 8: Working with Yahoo! Sponsored Search

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Creating multiple ads
If you wish, you can assign different ads to different keywords. Remember,
the ideal is to have one customized ad for every keyword. (You don’t have to
do this right now; you can always create other ads later, after setting up the
account.) Here’s how:

1. Click the Separate Titles & Descriptions for Each Keyword button, in
the Step 2 page (Write a Title and Description for Your Keywords).

You see the components in Figure 8-5. Notice that there’s now one set of
Title/Description/URL boxes for each keyword in your original list.

2. Enter the first ad in the first box.

3. Create ads for subsequent keywords:

• Click the Copy Title Down to All, Copy Description Down to All,
and Copy URL Down to All links, and Yahoo! duplicates your ad
into each set of Title/Description/URL boxes. You can then go into
each keyword’s ad and modify the information.

• If you wish, don’t click the links mentioned above; simply enter the
information for each ad separately.

Figure 8-5:

multiple ads.

176 Part II: Using the PPC Systems

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• V •
VCPA (Variable-Cost-Per-Action)

advertising, 298
vertical targeting, 293–295
Vibrant Media IntelliTXT system, 36–37, 291
View Bids tool (Yahoo!), 75–76, 142–143
visitors, hits versus, 11

• W •
Web address

click fraud, 327, 328, 332
destination, MSN search, 235–236
display and target, 123, 200
for keywords, specifying in Google AdWords

system, 211–212
local search, 251–253
mixed-case, using in ads, 132
paid inclusion, 38, 300–301
tracking tags, 312
Vibrant Media IntelliTXT system, 37

Web pages, landing
call to action, 105–106
clarity, designing for, 105
don’t lead away from message, 107–108
e-commerce sites, 116–118
effective Web site, tips for, 114–116
good examples, 93–97
home page versus, 101
importance, 93
marketing message, 106–107
as part of PPC campaign, 109
picking, 101–102
PPC firms, rules of, 118
pricing and, 102–103
problematic examples, 97–101
relevant, making, 104–105
sell, making Web site, 109–114
testing, 108–109
URL, 123

Web resources
author’s site, 345
Google AdWords Learning Center, 346
Open Directory Project’s PPC category, 348
Pandia, 348
Pay Per Click Analyst, 349
Pay Per Click Guru, 349
Pay Per Click Universe, 349, 32, 347–348

PPC systems, 345–346
SearchEngineWatch, 347
WebMasterWorld, 347
Yahoo! Directory, 348
Yahoo! training manual, 346

Web server request, hits and, 10–11
Web sites

author’s, 3, 345
content, poorly placed, 277–278
designing, 111
effective, tips for, 114–116
Google AdWords targeting, 281–285
local search partners, 251
most popular, list of, 27–28
PPC launch as effective test, 24
publisher’s, 3
traffic statistics, keyword selection and, 71

WebMasterWorld Web site, 347
WebTrends traffic-report program, 316 third-tier system, 247
WhosClickingWho click-fraud system, 334
wide skyscraper, Google, 288
Wordtracker tool

cleaning up list, 83–84
competitive analysis, 84–85
Comprehensive Search tool, 86
Compressed Search tool, 86
cost, whether worth, 78
described, 76
domain names, 70
Exact/Precise Search tool, 86
exporting list, 84
Full Search tool, 86
keywords, adding to initial project

list, 80–83
metacrawler results, 76–77
Misspelling Search tool, 86
project, creating, 78–80
searches, 159
Simple Search tool, 86

writing ads
benefits, selling the “sizzle”, 127–129
calls to action, 132
changes, benefits of small, 120–122
clear and direct language, 130–131
competitive advantage, 129–130
keywords, including, 126–127
mixed-case domain names, 132
power words, 131
PPC system restrictions, 125, 135–138
small size, 122–125


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writing ads (continued)
spelling, grammar, and punctuation, 133
testing, 138–140
urgency, 132
useless clickers, discouraging, 133–134

• Y •

ad field length, 123, 124
ad placement locations, 154
bid management tool, 320–321, 339
bids, modifying, 193–194
budget, 179–180
campaign, managing, 187–191
Content Match, 207, 289
Conversion Counter, 311
Directory, 348
editing listings, 191–193
editorial guidelines, 125
Keyword Selector tool, 72–74
Marketing Console tracking

techniques, 312–314
Match Type options, setting, 194–195
minimum bid, 17
MSN, relationship with, 28
organic and sponsored results, mixing, 15
Publisher network, 342
removing ads, 195
Search Marketing, 18, 72–74, 127
Search Optimizer, 320
Search Submit Pro trusted feed

program, 38–39, 169

training manual, 346
Travel directory, 169
trusted feeds, 15

Yahoo! local advertising
described, 169
setting up, 267–270
types, 265–266

Yahoo! Shopping directory
described, 39, 295, 296
submitting to, 169

Yahoo! Sponsored Search
account, creating, 168–170, 180
account settings, adjusting, 181–183
ads, creating, 174–175, 185–187
advertiser survey, 180
bidding on keywords, 177–180, 214
billing info, 180
confirmation page, 180
contact information, 180
described, 169
editorial status, checking, 183–185
entering keywords, 172–174
local advertising, setting up, 270
membership level, picking, 167–168
multiple ads, creating, 176–177
Self Serve option, creating account

with, 170–171
YP (Yellow Pages)

described, 299–300
geo-targeting, 271–272
Pay Per Call ads, 41
search tool, 342

Y!Q search tool, 342

368 Pay Per Click Search Engine Marketing For Dummies

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