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Description
Within minutes your web site listings can be top of the most popular search engines including Google, Yahoo and MSN (if you are willing to pay for it). This book explains how adword marketing programs work, ways to select and create effective keyword ads and how to measure keyword marketing performance.
While you can get listed in the search engines within minutes, it takes skill and effort to cost effectively run Adword campaigns. Discover how to use more....
Sample Diagrams
There are more than 24 explanatory diagrams in this book
Keyword Bidding
This figure shows the basic keyword advertising process. In this example, four companies have submitted ads to a search engines that match a keyword. When an Internet user enters a search word into the search engine, the search engine provides the user with a list of URLs found along with a list of sponsored ads. The sponsored ad presentation (impressions) is organized with the highest bid on top and ads with lower bids positioned lower on the screen.
Table of Contents
Adword Marketing
Marketing Objectives
Adword Marketing Operation
Keyword Ads
Ad Approval
Adword Selection
Ad Impressions
Clickthrough Rate (CTR)
Conversion Rate
Keyword Bidding
Contextual Advertising
Adword Advertising Options
Google Adwords
Overture
MSN
ePilot
Adword Marketing Campaigns
Adword Management Tools
Keyword Selection
Bid Management
Adword Marketing Strategies
Adword Testing
CTR Optimization
Conversion Efficiency
Micro Targeting
Adword Economics
Pay Per Click (PPC)
Click Fraud
Sample Adword Marketing Program
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About the Author
Mr. Lawrence Harte is the president of Althos, an expert information provider covering the communications industry. He has over 29 years of technology analysis, development, implementation, and business management experience. He has setup, managed, and provided training for keyword advertising, search engine optimization, affiliate links, email broadcasting marketing programs. Mr. Harte has interviewed hundreds of Internet web marketing experts and tested many types of web marketing systems to discover the key success principles used for Internet marketing programs. Mr. Harte's combined knowledge and experience in business systems, communications technologies allow him to communicate well with all people within a company that have a need to understand marketing programs and communication systems. He has authored over 80 books on communications technologies and systems on topics including Internet Marketing, Business Finance, Mobile Communications, IP Telephony, and Billing Systems. Mr. Harte holds many degrees and certificates include an Executive MBA from Wake Forest University (1995) and a BSET from the University of the State of New York, (1990).
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Description
Within minutes your web site listings can be top of the most popular search engines including Google, Yahoo and MSN (if you are willing to pay for it). This book explains how adword marketing programs work, ways to select and create effective keyword ads and how to measure keyword marketing performance.
While you can get listed in the search engines within minutes, it takes skill and effort to cost effectively run Adword campaigns. Discover how to use keyword selection and management tools to find successful and cost effective keywords to you. Learn about keyword matching options (exact, phrase, and context) and how using them affects your success and marketing costs.
Adword marketing options such as keyword selection options and inclusion of ads on content partner sites is described along with how to take advantage of these options without rapidly depleting your marketing funds. You will learn how to measure your Adword marketing performance including how to determine the cost per conversion.
Highly effective adword marketing campaigns precisely match (target) ads to specific keywords. This can require the selection of thousands of keywords and the creation and management of hundreds of ads. You will learn how to use adword management tools to increase your effectiveness while reducing the amount of time it takes to manage your adword campaigns.
Discover how adword marketing programs are full of money depleting challenges such as click fraud and ways to manage and reduce these costs. If just one-tip or recommendation in this book helps you, it should make you or save you many times the small purchase price o this book. Some of the most important topics featured include:
• How Adword Marketing Programs Work
• What you Need to Do Adword Marketing
• Keyword Selection Tools
• Creating Effective Keyword Ads
• Adword Program Management
• Measuring Adword Marketing Performance
• Keyword Matching Options
• Adword Marketing Economics
• Ways to Manage Click Fraud
• Keyword Bidding Strategies
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