Search Engine Advertising : Buying Your Way to the Top to Increase Sales
暫譯: 搜尋引擎廣告：購買您的方式以提升銷售量

Catherine Seda

Search Engine Advertising : Buying Your Way to the Top to Increase Sales

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商品描述

You don't have to have the biggest name or the most dazzling graphics to lure customers to your Web site. These days, all you really need is prominent search-engine placement. This book shows you how to get it! With searching one of the most popular Internet activities, a top spot on a major search engine virtually ensures a high volume of visitors--though converting them to buyers is another story. In these pages, top Internet marketer and strategist Catherine Seda tackles both parts of that equation. First, she outlines the strategy involved in buying the specific keyword positions that will lead users directly to the page you want. Then, she describes how you can turn poor-performing ad copy into targeted sales-getters, and how you can evaluate and correct low visitor-to-buyer conversions. Beginning marketers will find the info they need to implement a Web strategy quickly, while advanced marketers will find all kinds of tips for analyzing and improving current results.

Table of Contents：

Foreword.

Introduction.

Optimization Versus Advertising: What's the Difference? Why I Wrote Search Engine Advertising. How This Book Is Organized.

I. PLANNING A SUCCESSFUL STRATEGY.

1. Why Is Search Engine Advertising Important?

It's Quick, Easy, and Inexpensive to Generate New Business. Expand Brand Awareness. A Simple Way to Test New Promotions. Advertising Complements Web Site Optimization Efforts. Search Engine Alliances Show Path to Success.

2. Marketing Campaign Foundation.

Mission Statement. Target Market. Unique Selling Points. Call to Action.

3. Choosing Keywords for Maximum Performance.

Branded Keywords. Generic Keywords.

4. Copywriting Tips to Improve Your Click-Through Rate.

Seven Ways to Attract Buyers, Not Browsers. Top 10 Ways to Avoid Rejection. Monitoring Your Competitors' Click-Through Performance.

5. Landing Pages That Convert Visitors into Buyers.

Provide a Direct Path. Complete the Message from Your Ad Listing. Design Page Layout to Invite the Sale. Three Psychological Factors of Selling.

Conclusion.

II. PAID PLACEMENT PROGRAMS.

6. Fixed Placement.

The Advantages of Using Fixed Placement. The Challenges of Fixed Placement. Creating a Fixed Placement Questionnaire.

7. Pay-For-Placement.

The Advantages of Pay-For-Placement. The Challenges of Pay-For-Placement. Pay-For-Placement Questionnaire.

Conclusion.

III. PAID INCLUSION PROGRAMS.

8. Submit URL.

The Advantages of Submit URL. The Challenges of Submit URL.

9. Trusted Feed.

The Advantages of Trusted Feed. The Challenges of Trusted Feed.

10. Web Site Optimization.

What Do Search Engines Want? Keyword Density and Rankings. Search Engine Submission Checklist.

Conclusion.

IV. SPECIALIZED SEARCH ENGINES.

11. Comparison Shopping Engines.

Preparing for a Shopping Engine Program. Live or Die by Customer Testimonials.

12. Vertical Market Search Engines.

Go to Your Target Market. Benefit from Their Marketing Expenditures.

13. International Search Engines.

Tips for International Marketing. International Search Engine Popularity.

Conclusion.

V. TRACKING YOUR RETURN ON INVESTMENT.

14. Before You Start Advertising…

What Is ROI? Set a Customer Acquisition Cost Goal. Test Before You Invest. Search Engine Click-Through Reports. Search Engine Conversion Tracking.

15. ROI Tracking Tips.

Get Deep with Your Data. Routine Campaign Analysis. Double-Check Your ROI Reports. Conversion Issues. Your Solution Options.

16. Small Business E-Commerce Solutions.

Advantages of E-Commerce Systems. Challenges of E-Commerce Solutions.

17. Affiliate Programs.

Advantages of Affiliate Programs. Challenges of Affiliate Programs.

18. Web Analytics.

Advantages of Web Analytics. Challenges of Web Analytics.

19. Bid Management Tools.

Advantages of Bid Management Tools. Challenges of Bid Management Tools.

20. Internet Marketing Agencies.

Advantages of Internet Marketing Agencies. Challenges of Internet Marketing Agencies.

Conclusion.

VI. PROTECTING YOUR PROFITS.

21. Watch Out for Click Fraud.

Safeguards Search Engines Can and Can't Offer. Identifying Click Fraud Patterns. Deter Fraudulent Clickers. Reporting Evidence to Resolve Past and Future Incidents.

22. Trademark Infringement.

Filing a Complaint with the Search Engines. Cease and Desist Letter. Legal Loopholes. International Law Leading the Way.

23. Managing Your Affiliates.

The Amazing Success of Trademarks. Create an Affiliate Strategy. Trademark Protection Agreement. If You're an Affiliate: The Gold Rush Is On!

Conclusion.
Resources.

Web Sites. Books.

Glossary.
Search Engine Visibility, Chapter 1 Excerpt.
Index.

商品描述(中文翻譯)

您不必擁有最大的品牌名稱或最炫目的圖形來吸引客戶訪問您的網站。如今，您真正需要的只是顯著的搜尋引擎排名。本書將告訴您如何獲得這一點！隨著搜尋成為最受歡迎的網路活動之一，在主要搜尋引擎上獲得頂尖位置幾乎可以確保高流量的訪客——不過，將他們轉換為買家的過程則是另一回事。在這些頁面中，頂尖的網路行銷專家和策略家 Catherine Seda 將探討這個方程式的兩個部分。首先，她概述了購買特定關鍵字位置的策略，這將直接引導用戶到達您想要的頁面。然後，她描述了如何將表現不佳的廣告文案轉變為針對性的銷售工具，以及如何評估和修正低訪客轉換為買家的情況。初學者行銷人員將找到快速實施網路策略所需的信息，而進階行銷人員則會發現各種分析和改善當前結果的技巧。

目錄：
前言
介紹
優化與廣告：有什麼不同？我為什麼寫《搜尋引擎廣告》。本書的組織結構。

I. 計劃成功的策略
1. 為什麼搜尋引擎廣告重要？
快速、簡單且便宜地產生新業務。擴大品牌知名度。測試新促銷的簡單方法。廣告補充網站優化工作。搜尋引擎聯盟顯示成功之路。

2. 行銷活動基礎
使命聲明。目標市場。獨特的銷售點。行動呼籲。

3. 選擇關鍵字以獲得最佳效能
品牌關鍵字。通用關鍵字。

4. 改善點擊率的文案撰寫技巧
吸引買家的七種方法，而非瀏覽者。避免拒絕的十大方法。監控競爭對手的點擊率表現。

5. 將訪客轉換為買家的登陸頁面
提供直接的路徑。完成廣告列表中的信息。設計頁面佈局以促成銷售。銷售的三個心理因素。

結論

II. 付費置入計劃
6. 固定置入
使用固定置入的優勢。固定置入的挑戰。創建固定置入問卷。

7. 按點擊付費
按點擊付費的優勢。按點擊付費的挑戰。按點擊付費問卷。

結論

III. 付費納入計劃
8. 提交網址
提交網址的優勢。提交網址的挑戰。

9. 可信來源
可信來源的優勢。可信來源的挑戰。

10. 網站優化
搜尋引擎想要什麼？關鍵字密度與排名。搜尋引擎提交檢查清單。

結論

IV. 專業搜尋引擎
11. 比較購物引擎
為購物引擎計劃做準備。依賴客戶評價生存。

12. 垂直市場搜尋引擎
前往您的目標市場。從他們的行銷支出中獲益。

13. 國際搜尋引擎
國際行銷的技巧。國際搜尋引擎的受歡迎程度。

結論

V. 追蹤您的投資回報
14. 在您開始廣告之前…
什麼是 ROI？設定客戶獲取成本目標。在投資前進行測試。搜尋引擎點擊報告。搜尋引擎轉換追蹤。

15. ROI 追蹤技巧
深入分析您的數據。例行活動分析。仔細檢查您的 ROI 報告。轉換問題。您的解決方案選項。

16. 小型企業電子商務解決方案
電子商務系統的優勢。電子商務解決方案的挑戰。

17. 聯盟計劃
聯盟計劃的優勢。聯盟計劃的挑戰。

18. 網路分析
網路分析的優勢。網路分析的挑戰。

19. 出價管理工具
出價管理工具的優勢。出價管理工具的挑戰。

20. 網路行銷機構
網路行銷機構的優勢。網路行銷機構的挑戰。

結論

VI. 保護您的利潤
21. 謹防點擊詐騙
搜尋引擎能提供和不能提供的保護措施。識別點擊詐騙模式。阻止詐騙點擊者。報告證據以解決過去和未來的事件。

22. 商標侵權
向搜尋引擎提出投訴。停止和停止信。法律漏洞。國際法引領潮流。

23. 管理您的聯盟
商標的驚人成功。創建聯盟策略。商標保護協議。如果您是聯盟：淘金潮已經開始！

結論

資源
網站。書籍。

詞彙表
《搜尋引擎可見性》，第一章摘錄。
索引。

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