Search Engine Advertising

Buying Your Way to the Top to Increase Sales

Catherine Seda - Collection Voices that matter

348 pages, parution le 24/03/2004

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Résumé

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.

L'auteur - Catherine Seda

Catherine Seda is a popular speaker on the topics of search engine marketing, affiliate management, and low-cost web site promotion. She's known for sharing practical tips and tools in her dynamic sessions at leading search engine, marketing, and industry association conferences.

Since 1995, Catherine has worked with organizations in the U.S. and Europe to leverage the Internet as a marketing tool. As the marketing executive of a web agency for five years, she championed client online promotions that included search engine optimization, pay-per-click media buys, opt-in email, banner advertising, link popularity campaigns, custom sweepstakes, and ROI tracking. She also designed the search engine program, which included co-creating an affiliate trademark protection strategy, for a direct response TV agency's clients.

Through her agency, Seda Communication, Catherine offers open workshops and onsite training for search engine marketing. Additionally, she leads a team of search engine specialists in managing corporate client campaigns.

Catherine shares revenue-generating techniques in her articles as a regular columnist for Entrepreneur magazine, editor of the Search Engine Sales e-zine, and freelance writer for industry publications including Response magazine, SearchDay (Search Engine Watch), LookSmart, Pay Per Click Analyst, FindWhat.com, and others. She's also a contributing author of Search Engine Positioning.

Catherine believes in a "test before you invest" Internet marketing strategy for immediate and long-term success.

Sommaire

I Planning a Successful Strategy
- Why Is Search Engine Advertising Important?
- Marketing Campaign Foundation
- Choosing Keywords for Maximum Performance
- Copywriting Tips to Improve Your Click-Through Rate
- Landing Pages That Convert Visitors into Buyers
II Paid Placement programs
- Fixed Placement
- Pay-For-Placement
III Paid Inclusion Programs
- Submit URL
- Trusted Feed
- Web Site Optimization
IV Specialized Search Engines
- Comparison Shopping Engines
- Vertical Market Search Engines
- International Search Engines
V Tracking Your Return on Investment
- Before You Start Advertising…
- ROI Tracking Tips
- Small Business E-Commerce Solutions
- Affiliate Programs
- Web Analytics
- Bid Management Tools
- Internet Marketing Agencies
VI Protecting Your Profits
- Watch Out for Click Fraud
- Trademark Infringement
- Managing Your Affiliates

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Caractéristiques techniques

	PAPIER
Éditeur(s)	New Riders
Auteur(s)	Catherine Seda
Collection	Voices that matter
Parution	24/03/2004
Nb. de pages	348
Format	17,5 x 23
Couverture	Broché
Poids	580g
Intérieur	Noir et Blanc
EAN13	9780735713994
ISBN13	978-0-7357-1399-4