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Product Description
Plan and launch your PPC campaign and keep track of its progress
If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.
Discover how to
* Use the right keywords to trigger your ads
* Figure your break even point
* Write ads that reach your customers
* Calculate return on investment
* Use geo targeting
* Track your ad results
Table of contents
Introduction 1
Part I: Preparing for Your Campaign 7
Chapter 1: Introducing Pay Per Click Advertising 9
Chapter 2: The Different Forms of PPC 27
Chapter 3: Calculating ROI (Return on Investment) 43
Chapter 4: Selecting Keywords 65
Chapter 5: Creating Landing Pages 93
Chapter 6: Finding the Right Words for Your Ad 119
Chapter 7: Bidding on Keywords 141
Part II: Using the PPC Systems 165
Chapter 8: Working with Yahoo! Sponsored Search 167
Chapter 9: Buying Traffic from Google AdWords 197
Chapter 10: Harnessing MSN Keywords 223
Chapter 11: Using the Second-and Third-Tier PPC Systems 241
Chapter 12: Using Geo-Targeting 249
Chapter 13: Working with Content or Contextual Placement 273
Chapter 14: Other PPC Services — Shopping Directories,
Yellow Pages, and More 293
Part III: Managing Your Campaign 305
Chapter 15: Using Click Tracking and Conversion Tracking Tools 307
Chapter 16: Working with Bid-Management Tools 317
Chapter 17: Avoiding Click Fraud 325
Part IV: The Part of Tens 335
Chapter 18: Ten Ways to Make Money Selling Clicks 337
Chapter 19: Ten Ways to Stay Up-to-Date and Track Down the Details 345
Index 351
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