000			02751cam a2200241 a 4500
005			20230110150851.0
008			130113s2010 inum a001 0 eng
020			_a9780470488676 (pbk.)
050	0	0	_aHF5415.1265 _b.S97 2010
100	1		_aSzetela, David, _d1954-
245	1	0	_aPay-per-click search engine marketing : _ban hour a day / _cDavid Szetela, Joseph Kerschbaum.
260			_aIndianapolis, Ind. : _bWiley, _cc2010.
300			_axxxvi, 395 p. : _bill. ; _c24 cm.
490	1		_aSybex serious skills.
500			_aIncludes index.
505	0		_aThe art and science of PPC advertising -- How the PPC machine works -- Core PPC skills and objectives -- Month 1 : research keywords and establish campaign structure -- Month 2 : create great PPC ads -- Month 3 : design effective landing pages -- Month 4 : advertise on the Google content network -- Month 5 : launch your campaign -- Month 6 : optimize your campaign -- Month 7 : test ads by using advanced techniques -- Month 8 : test and optimize landing pages -- Month 9 : migrate your campaign to Microsoft and Yahoo! -- Appendix A : Advanced AdWords Editor -- Appendix B : Facebook PPC.
520			_a"The complete guide to a winning pay-per-click marketing campaign 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. Using the popular An Hour A Day format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results. Successful pay-per-click campaigns are a key component of online marketing. This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants. Explains core PPC concepts, industry trends, and the mechanics that make a campaign work. Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models. Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network. Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected. Pay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method."-- _cProvided by publisher.
650		0	_aInternet advertising.
650		0	_aInternet marketing.
650		0	_aWeb search engines.
700	1		_aKerschbaum, Joseph, _d1976-
942			_2lcc
999			_c65813 _d65813