Karen Paiyo

The Complete Guide to a Winning Pay-Per-Click Marketing Campaign

Pay-per-click advertising, also known as the "sponsored results" on search engine results pages, is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide.

Using the popular An Hour A Day format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.

* Successful pay-per-click campaigns are a key component of online marketing
* This guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants
* Explains core PPC concepts, industry trends, and the mechanics that make a campaign work
* Shows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models
* Discusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network
* Covers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected

Pay-Per-Click Search Engine Marketing: An Hour a Day provides the tools to make the most of this important marketing method.

Table of Contents

Chapter 1 - PPC Overview

Chapter 2 - PPC Concepts and how PPC advertising works

Chapter 3 - Month 1: Lay the Groundwork for Your PPC Strategy

Chapter 4 – Month 2: Get your site ready for a PPC campaign

Chapter 5 - Month 3: Keywords & Creating Ad Copy

Chapter 6 - Month 4: Create Great Landing Pages

Chapter 7 - Month 5: Develop Your Budgeting & Bidding Strategy

Chapter 8 - Month 6: Roll Out & Managing Your Campaign

Chapter 9 -- Month 7: Measuring Your Campaign and Reporting Results

Chapter 10 - Tools to Make Your PPC Life Easier

Chapter 11 - Advanced Testing Methods