| Book by Category | |  | Web Development | Home » » Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition) | | | | | | | Description: | | “A remarkable book that eases you into the important world of search engine advertising. Read it before your competitors do!”
—Danny Sullivan, Editor SearchEngineWatch.com
Nothing delivers high-quality traffic like the search engines, but if you’re not showing up prominently in the results for your desired keywords, that means your competition is. The way to gain control and maximize profit is to take advantage of paid search results. Paid search engine listings can deliver site visitors who want to buy what you sell. And they can pinpoint exactly the right landing pages using not only keywords, but also geography, time of day, and more. With a little education and pre-planning, any company can launch a profitable search engine advertising program.
Key features in this book include learning how to:
• Buy top positions on the major search engines profitably
• Transform poor ad copy into ads that deliver results
• Increase visitor-to-buyer conversions
• Begin paid search advertising now, even if you’re a novice
• Use advanced techniques to evaluate and improve your results
• Leverage successes from Google into Yahoo, Microsoft, and more
• Leave the unprofitable clicks to your competition while grabbing the most profitable ones | | | Features: | |
• ISBN13: 9780321495990
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
| | | Product Details: | | | Author:
| Kevin Lee | | Paperback:
| 288 pages | | Publisher:
| New Riders Press | | Publication Date:
| May 29, 2009 | | Language:
| English | | ISBN:
| 0321495993 | | Package Length:
| 8.8 inches | | Package Width:
| 6.9 inches | | Package Height:
| 0.6 inches | | Package Weight:
| 1.0 pounds | | Average Customer Rating:
|  based on 22 reviews |
| | | | Customer Reviews: | |
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 Recommended for any business libraryAug 13, 2009
SEARCH ENGINE ADVERTISING: BUYING YOUR WAY TO THE TOP TO INCREASE SALES appears in its second updated edition to show how to obtain top positions in the major search engines, increase conversations that lead visitors to purchase, and use paid search advertising even if you're a novice. Learn the difference between profitable and unprofitable clicks and structure campaigns for concrete results with this powerful guide, recommended for any business library.
1 of 1 found the following review helpful:
 Direct and AuthoritativeSep 04, 2006
The SEO proces can seem daunting and Ms Seda recognizes that fact. She gives a methodical, if not also logical trail to follow and has obviously done laborious research; which pays off. It may appear technical and dry, but the details are necessary to convey the ins and outs of SEO. Bravo and it will remain a part of my business reference library.
3 of 3 found the following review helpful:
 It's a Good Read for the MoneyJul 06, 2006
It's not a bad overview of Search Engine Marketing, but I wouldn't recommend stopping with this read.
Some of the things Catherine covers are good and don't change. As an example, the chapters that provide Copyrighting Tips and that talk about how to improve conversions on Landing Pages. Even though they are only providing a glimpse as to what you need to know, many of those things do not change from year to year.
Other things however are going to require the reader further study. What one needs to focus on today to get good rankings is quite different from the day this book was written.
An example is paid inclusion; someone reading this should know that you don't need to pay to get indexed now. Sitemaps, getting backlinks from ranked sites that get regularly crawled, directories, blogs etc..
But it's good to absorb whatever one can. Even if someone comes away with a few ideas they didn't have before to improve their bottom line, it's worth the small price of this book.
15 of 15 found the following review helpful:
 Outdated, outdated, outdatedApr 04, 2006
I'm sure this book was cutting edge when it was first published in February of 2004, but now it's for the most part outdated. For the absolute beginner to this area, there are some good general points, but references to long-since defunct or consolidated web companies (Urchin, Inktomi,etc) make it difficult to understand just what's still relevant. Google and Yahoo (and soon Microsoft) are defining the new landscape of this field as we speak...Try the new book from IBM press, "Search Engine Marketing"....chock full of the latest (as late as can be in this field) info.
7 of 8 found the following review helpful:
Good writing, but too vagueDec 14, 2005
This book is fairly well-written, but ultimately, it's frustrating because it doesn't tell the reader how to deal with specific search engine ad programs. Instead, Catherine Seda talks about categories of search engine advertising like "Fixed Placement," "Pay for Placement," "Submit URL," and "Trusted Feed." I keep reading these categories and wondering, "Is the model she's referring to here like Google? If so, how is Google different? How do all these programs rate for popularity, bang for the buck, etc.?" I guess Ms. Seda avoided these specifics so that her book didn't look outdated too quickly. I'd rather have a book that was extremely valuable at one point than one that tries to dance around the specific facts I'm craving.
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