Search Engine Marketing

by Ramos, Andreas; Cota, Stephanie

• ISBN13: 9780071597333
• ISBN10: 0071597336
• Edition: 1st
• Format: Paperback
• Copyright: 2008-11-17
• Publisher: McGraw Hill

Summary

Revolutionize Your Internet MarketingLeverage today's Internet marketing strategies to reach customers, increase sales, and establish performance-based marketing in your organization. Search Engine Marketing explains how to use Web analytics, key performance indicators (KPIs), search engine optimization (SEO), and search marketing-the critical tools for success. Multichannel marketing, which uses radio, TV, and print to broadcast your message, is also covered. The book includes revealing interviews with industry experts as well as valuable tips on vendor selection. Implement an effective, integrated marketing program for your business with help from this definitive guide. Track and measure both digital and traditional marketing with analytics Define and use KPIs to manage campaigns and channels for maximum profitability Employ SEO strategies to increase leads, conversions, and sales Understand how website architecture, keywords, tags, and sitemaps affect search results Use PPC to place ads in search engines, radio, TV, and newspapers Get hands-on strategies for maximizing Google Analytics and Google AdWords

Author Biography

Andreas Ramos develops Web marketing strategies for global clients. He was the co-founder of a Silicon Valley search engine marketing agency and is an advisor to a number of Silicon Valley startups. Andreas is a frequent speaker at search marketing conferences.

Stephanie Cota runs The CCG Group, Inc., which provides corporate training, onsite expert evaluations, and multichannel marketing and sales solutions. She is a member of the Web Analytics Association and served on their Educational Certification Committee in partnership with the University of British Columbia.

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Table of Contents

Foreword	p. xv
Acknowledgments	p. xvii
Introduction	p. xix
Integrated Marketing	p. 1
What We Can Learn from Offline Marketing	p. 2
Google's Role in the Digitization of Analog Media	p. 5
The Limits of Traditional Media in a Fragmented Marketing World	p. 5
Using Unique URLs and Tracking Codes	p. 6
The Buying Cycle and the Moment of Purchase	p. 6
Integrated Marketing: The New Approach	p. 10
Manage Integrated Marketing with Enterprise Marketing Management (EMM)	p. 13
Unica and Omniture	p. 13
Seven Tips from Unica	p. 14
Interview: Yuchun Lee, CEO of Unica	p. 21
Conclusion	p. 26
KPIs	p. 29
A KPI-Driven Business Process	p. 30
Define Your Goals	p. 31
Calculate Your KPIs	p. 31
KPI Worksheet	p. 36
Use CPLs to Manage Your Campaigns	p. 38
Go After Your Competitors' Customers	p. 39
Set Your Baseline	p. 39
How to Set a PPC Budget for a New Product	p. 42
How to Set a Budget for an Existing Product	p. 43
The Breakeven Point	p. 44
The Social Context of KPIs: Communicate Your Results	p. 45
KPI and Analytics in Your Marketing Strategy	p. 45
Conclusion	p. 46
Analytics	p. 47
Web Analytics as Your Business Tool	p. 48
Web Analytics, Quantitative Analytics, or Analytics?	p. 50
Five Steps Toward a Data-Driven Organization	p. 51
Business Goals	p. 52
What You Can Do with Analytics	p. 54
Challenges in the Vendor Selection Process	p. 55
How to Send Out Reports	p. 57
Tips for Getting Started	p. 58
How to Handle Configuration and Setup	p. 59
Placing the Analytics Code on the Pages	p. 60
Why Don't My Numbers Match Up?	p. 61
Migration from One Analytics Package to Another	p. 61
Vendors in Analytics	p. 62
Resources	p. 80
Blogs about Analytics	p. 80
Books on Analytics	p. 80
Organizations and Trade Shows	p. 81
Courses and Training	p. 82
Conclusion	p. 82
Google Analytics	p. 85
Install and Configure Google Analytics	p. 86
Define Your Goals	p. 86
Sign Up for Google Analytics	p. 87
Install the Tracking Code	p. 87
The Problems with Installing Analytics	p. 88
Create Profiles	p. 89
Configure the Profile	p. 91
How to Create Tracking URLs	p. 99
Use Event Tracking with Flash, Ajax, and Web 2.0	p. 102
Schedule Reports	p. 102
How Long Does It Take for Data to Appear?	p. 105
Using Google Analytics	p. 105
Using the Dashboard	p. 106
Setting the Date Range	p. 107
Comparing Metrics	p. 110
Navigating in Google Analytics	p. 111
Best Practices in Analytics: Using the Top Reports	p. 112
Other Reports	p. 131
Visitors	p. 131
Traffic Sources	p. 132
Content	p. 133
Goals	p. 135
Export and Send Reports	p. 135
Export the Reports	p. 136
Email Reports	p. 136
Modify or Delete Reports	p. 136
Limitations of Google Analytics	p. 137
Google Analytics' FAQs and Support	p. 138
Conclusion	p. 138
SEO	p. 139
What Is SEO?	p. 140
The Traditional Approach: Faith-based SEO	p. 140
New SEO: Analytics Changes the Game	p. 141
The Main Search Engines	p. 141
Specialty Search Engines	p. 141
The Links in the Search Engines	p. 142
The Three Types of Searches	p. 143
How Does Google Rank the Results for Searches?	p. 144
What Lowers Your Ranking	p. 144
Which Language Do You Use?	p. 145
Google's Quality Raters	p. 146
Write Good Content	p. 146
An Overview of SEO Methods	p. 147
Internal Architecture	p. 148
Find Keywords That Produce Conversions	p. 151
Writing Your Unique Selling Proposition	p. 152
Add Your Keywords to Your USP	p. 153
The Website's URL	p. 153
The TITLE Tag	p. 155
The DESCRIPTION Tag	p. 156
The KEYWORD Tag	p. 158
Folder Names and File Names	p. 158
The Body Content	p. 158
Writing the Page	p. 158
The Headings	p. 159
The Body Paragraph	p. 160
Cross-links within Your Site	p. 160
Tags in the Images	p. 160
Get Your Images Indexed	p. 161
Sitemaps	p. 161
Additional Items for SEO	p. 163
SEO in the Visitor's Research Phase	p. 163
SEO in the Visitor's Purchase Phase	p. 163
Google Pagerank: No Longer an Issue	p. 164
Track Your Keyword Ranking	p. 164
Sitelinks	p. 165
SEO for Web 2.0	p. 165
Get Links to Your Site from Other Sites	p. 166
Keep Visitors at Your Site with Custom 404-Pages	p. 168
Point Search Engines to New Pages with 301-Redirect	p. 168
Submit Your Website to the Search Engines	p. 169
Keep the Search Engines Out	p. 169
The Google Sandbox	p. 170
When to Outsource the SEO	p. 170
Selecting an SEO Company	p. 171
What Not to Do in SEO	p. 172
Issues in SEO	p. 172
Spammer Techniques	p. 173
How Search Engines Deal with Spammers	p. 173
Conclusion	p. 175
Books on SEO and PPC	p. 177
PPC	p. 179
What Is Pay-per-Click?	p. 180
Paid Placement vs. Unpaid Links	p. 181
Our Site Is at the Top of Google: Why Should We Pay for PPC?	p. 182
PPC at Google, Yahoo!, and Microsoft: Similarity and Differences	p. 183
Do People Really Click the Ads?	p. 183
The Benefits of PPC in the Purchase Phase	p. 184
Using PPC for the Three Basic Types of Searches	p. 184
What Kind of E-commerce Site?	p. 185
Overview of a PPC Campaign	p. 187
AdWords Acronyms	p. 188
How Your Ads Are Distributed: Search Network vs. Content Network	p. 189
Set Up the Search and Content Networks	p. 189
Overview of the Search Network	p. 190
Keyword Research	p. 190
Types of Matching	p. 191
Trademarks and Keywords	p. 192
Negative Keywords	p. 192
How Many Keywords Can You Have?	p. 193
Creating the Ad Groups	p. 193
Naming the Ad Groups	p. 194
Writing the Ads	p. 194
How to Use Dynamic Insertion	p. 195
Use A/B Split Testing to Write Better Ads	p. 197
Ads in the Blue Box	p. 198
Setting the Ad Timeframe	p. 199
AdWords Bidding: Minimum Bids	p. 199
What about Your Competitors' Bids?	p. 200
What You Actually Pay	p. 201
The Quality Score	p. 202
The Ad Rank Score	p. 204
The X-Charts: How to Tell When Your Optimization Works	p. 205
Manual Bid Management: Do It by Hand	p. 207
Automated Bid Management: Let the Machine Do It	p. 207
Google's ABM Tools	p. 208
What Is the Best Position for Your Ads?	p. 209
Why Isn't My Ad on Google?	p. 210
Using Campaigns and Ad Groups	p. 210
Use the Content Network	p. 211
Use Image Ads in the Content Network	p. 213
Google Gadget Ads	p. 214
Placement Targeting	p. 215
The Strategy for Landing Pages with High Conversions	p. 216
How to Build Landing Pages for High Conversions	p. 217
Use a Thank-You Page	p. 219
Multivariate Testing	p. 220
Geotargeting: Advertising by City or State	p. 221
Conversion Tracking	p. 224
Errors with Conversion Tracking	p. 225
AdWords Reports	p. 225
Additional Google Tools	p. 226
Use the AdWords Editor to Manage Your Ads and Keywords	p. 226
Quick Tips for Using the AdWords Editor	p. 226
The MCC: One Login for All of Your Accounts	p. 228
PPC Blogs	p. 228
Other Forms of Advertising in Google	p. 229
Use Google to Advertise on AM/FM Radio	p. 231
Use Google to Advertise on TV	p. 233
Use Google to Advertise in Newspapers	p. 233
The Other Leading Brands: Yahoo! and Microsoft	p. 234
Selling in China with Baidu.com	p. 235
Global Market Share	p. 236
PPC for Web 2.0	p. 237
Should I Worry about Click Fraud?	p. 237
Is PPC for You?	p. 237
How Do I Get an Account Rep?	p. 239
How to Get Help with PPC	p. 239
How to Tell If Your PPC Agency Is Doing a Good Job	p. 240
The Future of AdWords	p. 241
Books on Advertising and Sales	p. 242
Glossary	p. 243
Index	p. 253
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