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Pay-Per-Click Hour a Day (Englisch) Taschenbuch – 16. Juli 2010

5.0 von 5 Sternen 1 Kundenrezension

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Craft, Implement, and Measure Winning PPC Campaigns
Praise for Pay-Per-Click Search Engine Marketing:An Hour a Day

"Szetela and Kerschbaum have crafted a comprehensive how-to manual that should be on every marketer's bookshelf. Read it to understand the phenomenon that's moving from the search results pages to hot social media properties like Facebook and LinkedIn."
-John Sculley, Venture Partner, Rho Ventures; former CEO, Apple Computer and Pepsi; and author of??Odyssey

"David Szetela has earned an enviable reputation as a no-nonsense teacher and practitioner of pay-per-click advertising. This book reduces this complex topic into simple, daily practices that bring more customers with superior return on your investment. This book includes advanced techniques and concepts that 90% of your competition has never seen."
-Perry Marshall, author of??The Ultimate Guide to Google AdWords

"David Szetela is like a mad genius of paid search, uncovering an enormous breadth of specific techniques you should be applying to your direct response marketing efforts. Unlike most mad geniuses, there is a remarkable clarity to David's writing."
-Andrew Goodman, President of Page Zero Media and author of Winning Results with Google AdWords, 2nd Edition

"David Szetela does a wonderful job in covering all aspects of creating an effective and efficient pay-per-click program. His book is likely to become a classic in the field."
-Al Ries, coauthor of War in the Boardroom??and??Positioning: The Battle for Your Mind

A Step-by-Step Guide
This detailed resource helps you develop, implement, measure, and manage successful pay-per-click ad campaigns by following a smart, proven, hour-a-day plan for success. The expert authors help you learn PPC basics and employ savvy strategies for everything from positive and negative keywords to click pricing, ad testing, conversion tracking, and more.
* Understand the basics of the PPC machine-the auction model, ranking algorithms, and what happens after viewers click
* Make sure you're competition-ready with great ad copy and optimized landing pages
* Master the tactics of bidding for position and for keywords, then launch your campaign and monitor results
* Explore the art and science of pay-per-click advertising and see why content and search advertising complement each other
* Set dates and budgets, research your competitors' keywords, define your own, and set up Google Analytics
* See how to leverage Google's content network to make your strategy a success
* Go mobile with targeted search and content for mobile devices
* Understand the differences in the Big Three search engines-Google, Yahoo!(r), and Microsoft Bing-and how they affect your campaign
* Gather, interpret, report, and act upon the data you collect from your campaign
* Download useful templates and tools from the book's official site
You'll also find:
* Advanced tips and techniques for the AdWords Editor
* Real-world "From the Trenches" case studies that illustrate successes to learn from and mistakes to avoid
* A step-by-step introduction to Facebook PPC ad creation, targeting, and reporting

Über den Autor und weitere Mitwirkende

Online advertising expert David Szetela is owner and CEO of Clix Marketing, one of the few agencies that specializes exclusively in pay-per-click (PPC) advertising. His PPC articles have been published in MediaPost, Search Engine Watch, Search Engine Land, MarketingSherpa, and on his company's blog (www.clixmarketing.com/blog). He is the Principal PPC Editor of the paper and online publication SEMJ.org and the PPC expert faculty member for the online certification company Market Motive. He is also a frequent speaker at such industry events as Search Engine Strategies, SMX, PPC Summit, and ad:tech. He also hosts a weekly radio show called PPC Rockstars that is distributed by Webmasterradio.fm and iTunes. Joseph Kerschbaum has optimized thousands of PPC campaigns and is Director of Client Services at Clix Marketing. He has written hundreds of articles on paid search advertising for numerous industry blogs, and he is a regular contributor to Website Magazine and Search Engine Land.


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Von semhero am 14. Oktober 2010
Format: Taschenbuch
Was David Szetela mit seinem Buch geschafft hat ist nicht wenig: ein Standardwerk zum Thema PPC. Was mich besonders bewegt hat, ist die Erfahrung die zwischen den Zeilen spricht. Denn David ist ein Profi mit Erfahrung aus unzähligen Projekten. Dementsprechend knackig ist auch der hohe Praxisanteil. Mit der Ausweitung auf Bing / Yahoo (das Buch wurde vor dem Zusammenschluss geschrieben, ist aber trotzdem auch hier relevant) und Facebook ist ein relativ kompletter How-To-Guide für jedermann entstanden. 5 volle Sterne.
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Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)

Amazon.com: 4.8 von 5 Sternen 10 Rezensionen
11 von 14 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Step by Step through AdWords 21. Oktober 2010
Von Shelley Ellis - Veröffentlicht auf Amazon.com
Format: Taschenbuch
I have known and followed David for a number of years. I have always admired his level of understanding for AdWords - both on the search and the display network.

When I read his book, I was impressed by the step by step walk through of all the little things that you do (or need to do) immediately after launching an AdWords campaign. I don't believe I've ever seen anyone list all those details and steps in one place.

A few of my favorite sections:

I highly recommend the section on defining personas under the researching keywords section.

Designing effective landing pages is thorough, solid.

It was refreshing to see the chapters on how to migrate your campaign into Yahoo and Bing because training and information on PPC strategies around those search engines is very hard to find.
3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen David Szetela - A True PPC Rockstar! 30. Juni 2011
Von Chris E - Veröffentlicht auf Amazon.com
Format: Taschenbuch Verifizierter Kauf
Hello Amazon (and PPC) People,

Many people know David Szetela from his podcast PPC Rockstars on [...]. He is truly a professional and I have learned a ton from him. I really recommend you subscribe and download his podcast and start listening from the beginning. You will truly get an education in Paid Search like no other.

I knew David's book would be a keeper and wasn't disappointed. Suffice it to say, he knows his stuff. Yes, you'll find alot of Adwords/PPC books on Amazon that are very kind of slimy/salesy but don't be discouraged. There are a few true pros out there and David is on that Mt. Rushmore. If you like Davids' book, be sure to pick up:

Advanced Google AdWords by Brad Geddes
Winning Results With Google Adwords by Andrew Goodman

Between these three books your PPC training will be complete!


Echo Internet Marketing Staff
4 von 5 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A must read to better understand the mechanics of a relatively new genre 19. September 2010
Von Marylene Delbourg-Delphis - Veröffentlicht auf Amazon.com
Format: Taschenbuch
How much do you really know about PPC? If you are not sure - or even if you believe you know a lot, I do recommend this book so that you either enhance or perfect your understanding of an advertising genre that is not even ten years old and is growing faster than other forms of online advertising. It's very well written and addresses marketers as well as the rest of us - because in the end, we all are both advertising recipients and initiators. The book is designed as a monthly methodology course that takes you through all the key concepts and processes involved in PPC marketing. Yet, the outstanding readability of the text makes it a fantastic book on the commercial depths of the Internet for non-specialists.

Direct Internet advertising, a science, an art... and a sophisticated iterative process. PPC advertising is all about constant attention to your users and customers - it's a bottom up process, just like in all form social media campaigns. You can't throw your mesage out there and wish for the best - because more often than not, nothing will happen; but if you work at it properly - you will get phenomenal results. So, first define what your strategic goal is about, and then implement it knowingly. Chapter after chapter, the book takes you from understanding why keyword research is one of the most important tasks in the discipline of PPC marketing, how "squeezing meaning and motivation into a tiny space" when you create an ad is a skill by itself, or how to maximize traffic as well as conversion of visitors to customers. Google is a huge network, but you must develop best practices and techniques to get results - as you also should for the Microsoft or Yahoo! networks. So build up your knowledge, test and optimize everything you do iteratively. As the authors sum it up: "Success in advertising is based on the mechanics of getting the advertising pieces into the hands of the right people, finding the right target audience, creating persuasive language and images and improving efficiency over time."

Even if you do not want to build your PPC campaigns yourself and hire the right people to do it for you., real familiarity with PPC marketing is a must in 2010.
1 von 1 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Great Tutorial on SEM 4. März 2013
Von S. Brita - Veröffentlicht auf Amazon.com
Format: Kindle Edition Verifizierter Kauf
This is a really good tutorial on SEM/PPC. It covers how to set up an account in Google and gives helpful hints and tools to build a solid well thought out PPC campaign.

They walk through it on a day-by-day; week-by-week schedule which I'm not sure was necessary as some steps only take a short time while others a bit longer.

You should have a decent understanding of direct marketing. They cover this quickly at the front but if you have no experience in DR, the nuances of the points the book makes could be lost on the reader. Otherwise this is a really great book if you are looking to learn how PPC works. Definitely recommended.
1 von 1 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Too packed for "an hour a day!" 26. September 2013
Von Kevin - Veröffentlicht auf Amazon.com
Format: Kindle Edition Verifizierter Kauf
This volume is too packed and comprehensive to really be "an hour a day." It makes for a neat marketing position, but be prepared to go deeper than that (I'm making a compliment here)!
Waren diese Rezensionen hilfreich? Wir wollen von Ihnen hören.