The Pay-Per-Click Search Engine Marketing Handbook by Boris and Eugene Mordkovich is loaded with 14 chapters, 83 sections and over 200 pages of solid, straightforward information you can use right away in your online business. 17 recognized experts in Internet marketing contributed to a special section, detailing the most important things to do, and to avoid, to build a successful online business. Three appendices including an extensive Pay Per Click Glossary and Recommended Resources to help you grow your business.
We encourage you to read over the extensive Table of Contents below and then download a Sample Chapter. We believe you will quickly see that the Pay-Per-Click Search Engine Marketing Handbook is the most detailed, comprehensive guide ever written for all types of online advertising, as well as more traditional advertising channels.
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Table Of Contents
Chapter 1 – Introduction
Advantages of Reading the “Pay-Per-Click Search Engine Marketing Handbook”
Chapter 2 – What is Pay-Per-Click Search Engine Advertising?
How Pay-Per-Click Search Engine Advertising Works
Is a Pay-Per-Click Campaign the Right Investment for My Business?
Pay Per Click Versus Search Engine Optimization
The Popularity of Pay-Per-Click Advertising
Chapter 3 – Why Use Pay-Per-Click Advertising?
Combining Pay Per Click With Search Engine Optimization
The Effect of Ad Location on Reader Response
The Advantages of Combining Pay Per Click With SEO
Why Is Pay-Per-Click Advertising So Effective?
Do Different Businesses Benefit From Different Aspects of PPC?
Research Results Showing the Growing Importance of Pay Per Click
Is Pay Per Click Replacing Other Methods of Online Advertising?
Chapter 4 – Developing a Successful Ad Campaign
Opening an Advertiser Account on a PPC Search Engine
Writing a PPC Ad That Generates Results
Choosing Keywords That Work Best for Your Business
Keyword Selection Tools
Keyword Matching Options
Controlling Your Costs
Bidding For Keywords
Manual Bidding Versus Auto-Bidding
Budgeting for Pay-Per-Click Ad Campaigns
Chapter 5 – Tracking Ad Campaigns
Third-Party Tracking Tools
How Ad Trackers Work
What You Should Be Tracking
Search Engine Tools and Third-Party Software
The Importance of Tracking
Chapter 6 – Click Fraud and How to Counteract It in Ad Campaigns
The Growth of Click Fraud
How Click Fraud Affects Advertisers
What About That Infamous “Invalid Click”? How Is It Defined?
The Sources of Click Fraud
Detecting Click Fraud
The Response of Search Engines to Click Fraud How Advertisers Can Combat Fraud
Chapter 7 – The Role of Relevance: PPC Contextual and Search Advertising
Quality Score – Google Changes Tactics
Choosing Between Search Results and Content Network Placement
Further Developments Enhancing the Appeal of “Content Network”
When Contextual Pay-Per-Click Advertising Is a Good Choice
Tips and Techniques for Contextual Ads
Chapter 8 – Branding and Behavioral Targeting in Pay-Per-Click Advertising
Methods PPC Advertisers Can Use to Brand Products
Experimenting With Branding Online
Additional Tips on Branding Online
Chapter 9 – Local Pay-Per-Click Advertising
What Is Local PPC Advertising and Why Should You Consider It?
The History of Local Search on the Internet
Local PPC Search Engines
Internet Yellow Pages, City Guides, and Comparison
Shopping Search Engines
Chapter 10 – Types of Pay-Per-Click Search Engines and Reviews
The Top Ten Pay-Per-Click Search Engines
Second-Tier Pay-Per-Click Search Engines
Pay-Per-Inclusion Search Engines
International PPC Search Engines
Niche Pay-Per-Click Search Engines
Comparison Shopping PPC Search Engines
Pay-Per-Call Online Advertising
Chapter 11 – Pay-Per-Click Tools
How PPC Tools Can Make Managing an Ad Campaign Easier
The Types of Pay-Per-Click Tools Available
Pay-Per-Click Management Tools
Pay-Per-Click Tracking Tools
Click Fraud Monitoring
Keyword Research Tools
Chapter 12 – Tips From the Experts
Chapter 13 – The Future of Pay Per Click; Insights Into Upcoming Trends
Chapter 14 – Conclusion
Appendix 1 Glossary
Appendix 2 Recommended Reading
Appendix 3 Recommended Resources
Final Message From the Authors