Search engine advertisement-road to success in online marketing (version 2nd)

Search engine advertisement-road to success in online marketing (version 2nd)

Basic Information

Author: (US) Kevin Lee Catherine Seda
Translator: Zhu Tong [same translator's work]
Press: Electronic Industry Press
ISBN: 9787121105296
Mounting time:
Published on: February 1, April 2010
Start: 16
Other Details View: http://www.china-pub.com/196651

 

Edit recommendations

Online Marketing master masterpiece, Amazon marketing book legend!
A book that allows you to easily appreciate the charm of search engine ads,
Be sure to read it before your competitors!

Directory

Part 1 marketing basics of paid search engines
Chapter 3 search engine advertisement Overview/3
Customer-led marketing model/4
What is serp? Where is the paid search engine advertisement displayed?/5
Ad payment mode for real-time bidding and auction/6
10 years and 10 billion USD/8
Search engine leader-Google/9
Chapter 2 Google, Yahoo, Microsoft, and other search engines/11
Paid display, paid collection, and other search engine advertisement modes/12
Paid Advertising/12
Charged/13
Keyword bidding/15
Basic elements of search engine marketing activities/15
Google practices/17
Ad display mechanism/18
Content-related positioning advertisement/19
Behavior positioning keyword advertisement/20
Other small search engines/22
Local Search and Internet Yellow Pages/22
Chapter 4 pre-plan highlights/23

Is your website ready/24
What is a micro-website/25
Whether your bidding behavior is smart or crazy/26
Indicators and formulas for measuring marketing objectives/29
CPO (cost per order)/30
CPA (per action cost)/31
ROAs (advertising return)/31
ROI (ROI)/32
Integrate all indicators/32
Where should search engine marketing be in your media program/33
Tracking and bidding/35
Chapter 1 marketing activity basics/37
Vision description/38
Turn vision into goal/38
Market Position/39
Urge consumers to take action/40
Sales Funnel and search marketing/41
Different Phases of the procurement cycle/42
Determine the value of website visitors/44
Your hard-to-measure success/45
Lost cookies/45
Marketing effect latency/46
Offline sales conversion/47
Voice of active participants, influencers and the masses/50
Part 1 set a successful PPC marketing strategy
Chapter 5 direct marketing results and brand measurement indicators/55
ROI varies from person to person (ROI)/56
Profit maximization/56
Balance between ROI optimization and profit maximization/57
CPO, ROAs, CPA, and other mixed metrics/60
Brand indicators and measures/63
Bei: Convert the brand into direct feedback from consumers/65
Attractive, new brand indicator/68
Chapter 4 ad series settings: organize your ad list/71
Search engine/72
Organize your advertising series/73
Set AD group/76
Select keyword/78
Creative ad writing (your ad text)/79
Create a correct target page/80
Google's advertising quality score/84
Test target page/84
Chapter 6 ad series settings: keywords/86
Brand keywords/87
Select Product and Service keywords/90
Understanding the head and tail of the search curve/91
Use the plural word and stem/92
Use keyword research tools/93
Google tools/93
Yahoo search tool/96
Microsoft keyword research tool/97
Your website log and in-site search/97
Others/98
Keyword clustering/98
Understanding traditional matching types/99
Use negative keyword/100
Benefits and risks of advanced matching and extended extensive matching/101
Trademark considerations in search engine ads/102
Chapter 4 ad series settings: Title and description/8th
Enhanced search clue/105
Ad Creativity and search clue/105
All-Around creative text title/107
Description of valid ad content/108
Provide commitment/109
Resonate the interests of consumers with your ads/112
Incentives (advantageous and unfavorable)/113
Follow edit guiding principles and policies/114
Use dki Technology in ad text/116
Test your ads/118
Chapter 4 ad series settings: conversion page, bidding and budget/9th
Select the target page (landing page)/122
Determine marketing target fulfillment: conversion rate/123
Correctly process sales opportunity generation and sales conversion data/126
Optimize shopping cart and sales revenue/127
Application mixed conversion metric/129
Measure influence by using mixed indicators/130
How to identify influencers/130
Record bounce click/131
Avoid the Terrible "return" Button clicking/133
Set CPC bidding price/135 for AD groups and keywords
Run the "self-funding" marketing campaign/137
Maximum Profit/138
Set acceptable marketing performance metrics/139
Set the advertising series budget/140
Chapter 2 launch/10th
You cannot win the war forever/145
Start marketing from Google/147
Display your advertisement/148 when the customer searches
Start Model/150
Migrate the advertising series to Yahoo and Microsoft/152
Beyond keywords-more precise positioning of your ads/152
Manage and remove the list of poorly performing keywords/156
Chapter 4 advertising series management, keyword bidding, technical solutions,
Agent and internal team and overall perspective/159
Automate your advertising series management and Bidding Management/160
What is the correct tool/160
What is the function of AD series management/161
Do you need Bidding Management?/163
What are the considerations of the Bidding Management System?/164
How important is the highly exposed advertising position?/166
When do you need an agent/166?
Purchase of performance-based paid Marketing Services/169
Use your internal team/171
Part 1 goes beyond three search engines
Chapter 2 other search traffic sources/12th
Comparison shopping search engine marketing/178
How they work/179
Comparison shopping search engines attached to the three general search engines/179
Third-party comparative shopping search engine/182
Internet Yellow Pages marketing/183
Vertical search engine marketing/185
Chapter 2 content keyword positioning advertisement/13th
Search content keyword to locate ADS/190
Content keyword positioning advertisement and search engine advertisement/191
Google content keyword targeting ADS/191
Yahoo content keyword positioning advertisement/193
Microsoft adcenter content keyword positioning advertisement/194
Best practices for content keyword targeting ADS/194
Keyword topic/194
Separate content ads and search engine ads/195
Use the display position to locate/196
Handle problems caused by content ADS/197
Click fraud/197
Imperfect ad content matching/197
Low click quality/198
Is content advertisement suitable for you/198
Third-party content advertising vendor/198
Chapter 2 INTEREST (behavior) Positioning advertisement/14th
BT details/201
Two main BT positioning technologies/202
BT business supervision and practitioner self-discipline/204
Bt ads provided by the three search engines/205
Google's bt ad/206
Yahoo's bt ad/208
Microsoft bt ads/208
Other BT advertising suppliers/208
Does BT advertisement suit you?/210
Comprehensive use of all technologies and methods/211
Appendix industrial terminology/213