About the Book: Search Engine Advertising

Are you a new search engine advertiser looking for the steps to launch a successful campaign? Or are you a seasoned veteran who needs cost-saving tips to improve your profitability?

Search Engine Advertising isn't just about buying a top position in search results. Author Catherine Seda reveals how to achieve immediate web site visibility, and shows you the tools and techniques you can use to increase sales at the lowest cost-per-customer. Key features in this book include:

• Developing an effective keyword list, ad copy, and landing pages
• How to use paid placement and paid inclusion programs
• Reaching new customers through specialized search engines
• Tracking your return on investment to boost profit margins
• How to create an affiliate strategy that maximizes revenue
• Protecting your profits from click fraud and trademark infringement

Click here to download a FREE Chapter from Search Engine Advertising!



Catherine Seda
Catherine Seda has helped companies leverage Internet marketing since 1995. She's a popular professional speaker and freelance writer on the topics of search engine marketing, affiliate management, and low-cost web site promotion. Catherine shares practical tips in her monthly column for Entrepreneur magazine, Search Engine Sales e-zine, and various industry publications. Her agency, Seda Communication, offers search engine seminars and search engine marketing services.



Search Engine Advertising: Table of Contents

I Planning a Successful Strategy
    1 Why is Search Engine Advertising Important?
    2 Marketing Campaign Foundation
    3 Choosing Keywords for Maximum Performance
    4 Copywriting Tips to Improve Your Click-Through Rate
    5 Landing Pages that Convert Visitors into Buyers



II Paid Placement Programs
    6 Fixed Placement
    7 Pay-For-Placement



lll Paid Inclusion Programs
    8 Submit URL
    9 Trusted Feed
    10 Web Site Optimization



IV Specialized Search Engines
    11 Comparison Shopping Engines
    12 Vertical Market Search Engines
    13 International Search Engines



V Tracking Your Return on Investment
    14 Before You Start Advertising...
    15 ROI Tracking Tips
    16 Small Business E-Commerce Solutions
    17 Affiliate Programs
    18 Web Analytics
    19 Bid Management Tools
    20 Internet Marketing Agencies



VI Protecting Your Profits
    21 Watch Out for Click Fraud
    22 Trademark Infringement
    23 Managing Your Affiliates

Resources

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