Search Engine Advertising: Buying Your Way to the Top to Increase Sales

by Catherine Seda

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... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0735713995
• ISBN13: 9780735713994
• Release Date: January 2004
• Publisher: New Riders Publishing
• Length: 347 Pages
• Weight: 1.27 lbs.
• Dimensions: 0.7" x 7.0" x 8.9"

Customer Reviews

This books pays off in spaids!

All the things you need to know to maximize your pay per click ad campaigns in one book! This book is amazing - I read it in one night and implemented the changes immediately. The result? We saw our profits increase, our click through rates almost double, and we made an additional $5,000 the first month we implemented the changes the author suggested. I wish I would have found this book when I first started our e-commerce website - I would have saved thousands of dollars. This author is an expert in the field and knows what she is talking about -- thanks Catherine!

Turning browsers into buyers

There are probably only two ways to grow an online business: 1) Attract more visitors to you site 2) As soon as they are there convert them into customers. Despite the title of the book Catherine Seda covers both concepts in great detail for the novice and the pro alike. I bought the book because I wanted to promote my company's site. Applying the concepts has paid great dividends for my business. Whether you want to run/are running Pay Per Click (PPC) campaigns on Google Adwords and Overture, optimize organic search, promote a new or old site, or even choose a Search Engine Optimization (SEO) agency this book is outstanding. Throughout it has a clear focus on Return on Investment (ROI) Amidst the sea of half-truth, urban legends, fairy tales and unprofessional SEO, this book stands apart. I just hope, my competitors will never read it!

Catherine Covers It All!

This book does it. Whether it is me needing a refresher or if I am trying to make marketing partners "get it", Catherine covers it all. I can hand this book to a marketing director or VP and they can read it and understand what I have preached for some time. Catherine's incredible knowledge of the industry not only brings it home, it brings it to their level of understanding.

Magnificent companion to "Search Engine Visibility"

Catherine Seda's excellent book "Search Engine Advertising" is the perfect complement to Shari Thurow's "Search Engine Visibility" from which includes an excerpt toward the end. Where Thurow's book, the best one in terms of accomplishing high rankins in 'organic' (read unpaid) search results, Seda's book brings along the whole other side of the equation: that of paid options to accomplish high rankings. In doing so, one of her key points is that Search Engine Advertising doesn't end when the customer arrives at your site (visits), but it really is about conversions (getting the customer to make a purchase, subscribe or whatever your web site's purpose is when s/he arrives to it).The book is very well structured around six parts:i) Planning: the key (yet sometimes overlooked) part of the process, to ensure you know who you are targetting and how, before jumping into the paid options.ii) Paid Placement Programs: she presents the differences (pros and cons) of the most important fixed placement and pay-for-placement programs available.iii) Paid Inclusion Programs: directories are presented here in all their splendor, along with what you can do to enhance your possibilities before submitting your site, and how to manage a large number of simultaneous submissions. Web site optimization is touched upon briefly at this point, but in no way substituting Thurow's book on the topic: you simply have to have both, if you're serious about Online Marketing at all.iv) Specialized Search Engines: comparison shopping engines, vertical market search engines and international search engines are discussed in some detail, to get you started with them.v) Tracking ROI: normally just as overlooked as the planning stage, the tracking of the results of paid advertising campaigns are discussed in extensive detail to ensure that you are able to steer the boat in the right direction if your ROI data shows that you're putting money on the wrong key terms, your copy is not doing what it should to engage customers, or your landing pages are not taking customers where you want them to go once they get to your site.vi) Protecting profits: topics such as click fraud, trademark infringement and affilate networks are discussed, as things to keep an eye on.All in all, this is not a book you'd want to sit down and read in one afternoon (nor would you be able to). This is a hands-on book to work through and use as a reference as you're getting your feet wet with this whole other animal that is paid advertising on the Web. It has done a ton for me in the two months I've been applying the concepts contained in it, since it summarizes very well all the options available to you, their pros/cons and how to best take advantage of them, considering your size and budget. I highly recommend it without reserves for eMarketers that have not had too much exposure to paid options, as well as those who have some experience in the area, since it provides a wealth of tips and insights that most people