9780071597333

Search Engine Marketing

by ;
  • ISBN13:

    9780071597333

  • ISBN10:

    0071597336

  • Edition: 1st
  • Format: Paperback
  • Copyright: 2008-11-17
  • Publisher: McGraw-Hill Education

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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

Forewordp. xv
Acknowledgmentsp. xvii
Introductionp. xix
Integrated Marketingp. 1
What We Can Learn from Offline Marketingp. 2
Google's Role in the Digitization of Analog Mediap. 5
The Limits of Traditional Media in a Fragmented Marketing Worldp. 5
Using Unique URLs and Tracking Codesp. 6
The Buying Cycle and the Moment of Purchasep. 6
Integrated Marketing: The New Approachp. 10
Manage Integrated Marketing with Enterprise Marketing Management (EMM)p. 13
Unica and Omniturep. 13
Seven Tips from Unicap. 14
Interview: Yuchun Lee, CEO of Unicap. 21
Conclusionp. 26
KPIsp. 29
A KPI-Driven Business Processp. 30
Define Your Goalsp. 31
Calculate Your KPIsp. 31
KPI Worksheetp. 36
Use CPLs to Manage Your Campaignsp. 38
Go After Your Competitors' Customersp. 39
Set Your Baselinep. 39
How to Set a PPC Budget for a New Productp. 42
How to Set a Budget for an Existing Productp. 43
The Breakeven Pointp. 44
The Social Context of KPIs: Communicate Your Resultsp. 45
KPI and Analytics in Your Marketing Strategyp. 45
Conclusionp. 46
Analyticsp. 47
Web Analytics as Your Business Toolp. 48
Web Analytics, Quantitative Analytics, or Analytics?p. 50
Five Steps Toward a Data-Driven Organizationp. 51
Business Goalsp. 52
What You Can Do with Analyticsp. 54
Challenges in the Vendor Selection Processp. 55
How to Send Out Reportsp. 57
Tips for Getting Startedp. 58
How to Handle Configuration and Setupp. 59
Placing the Analytics Code on the Pagesp. 60
Why Don't My Numbers Match Up?p. 61
Migration from One Analytics Package to Anotherp. 61
Vendors in Analyticsp. 62
Resourcesp. 80
Blogs about Analyticsp. 80
Books on Analyticsp. 80
Organizations and Trade Showsp. 81
Courses and Trainingp. 82
Conclusionp. 82
Google Analyticsp. 85
Install and Configure Google Analyticsp. 86
Define Your Goalsp. 86
Sign Up for Google Analyticsp. 87
Install the Tracking Codep. 87
The Problems with Installing Analyticsp. 88
Create Profilesp. 89
Configure the Profilep. 91
How to Create Tracking URLsp. 99
Use Event Tracking with Flash, Ajax, and Web 2.0p. 102
Schedule Reportsp. 102
How Long Does It Take for Data to Appear?p. 105
Using Google Analyticsp. 105
Using the Dashboardp. 106
Setting the Date Rangep. 107
Comparing Metricsp. 110
Navigating in Google Analyticsp. 111
Best Practices in Analytics: Using the Top Reportsp. 112
Other Reportsp. 131
Visitorsp. 131
Traffic Sourcesp. 132
Contentp. 133
Goalsp. 135
Export and Send Reportsp. 135
Export the Reportsp. 136
Email Reportsp. 136
Modify or Delete Reportsp. 136
Limitations of Google Analyticsp. 137
Google Analytics' FAQs and Supportp. 138
Conclusionp. 138
SEOp. 139
What Is SEO?p. 140
The Traditional Approach: Faith-based SEOp. 140
New SEO: Analytics Changes the Gamep. 141
The Main Search Enginesp. 141
Specialty Search Enginesp. 141
The Links in the Search Enginesp. 142
The Three Types of Searchesp. 143
How Does Google Rank the Results for Searches?p. 144
What Lowers Your Rankingp. 144
Which Language Do You Use?p. 145
Google's Quality Ratersp. 146
Write Good Contentp. 146
An Overview of SEO Methodsp. 147
Internal Architecturep. 148
Find Keywords That Produce Conversionsp. 151
Writing Your Unique Selling Propositionp. 152
Add Your Keywords to Your USPp. 153
The Website's URLp. 153
The TITLE Tagp. 155
The DESCRIPTION Tagp. 156
The KEYWORD Tagp. 158
Folder Names and File Namesp. 158
The Body Contentp. 158
Writing the Pagep. 158
The Headingsp. 159
The Body Paragraphp. 160
Cross-links within Your Sitep. 160
Tags in the Imagesp. 160
Get Your Images Indexedp. 161
Sitemapsp. 161
Additional Items for SEOp. 163
SEO in the Visitor's Research Phasep. 163
SEO in the Visitor's Purchase Phasep. 163
Google Pagerank: No Longer an Issuep. 164
Track Your Keyword Rankingp. 164
Sitelinksp. 165
SEO for Web 2.0p. 165
Get Links to Your Site from Other Sitesp. 166
Keep Visitors at Your Site with Custom 404-Pagesp. 168
Point Search Engines to New Pages with 301-Redirectp. 168
Submit Your Website to the Search Enginesp. 169
Keep the Search Engines Outp. 169
The Google Sandboxp. 170
When to Outsource the SEOp. 170
Selecting an SEO Companyp. 171
What Not to Do in SEOp. 172
Issues in SEOp. 172
Spammer Techniquesp. 173
How Search Engines Deal with Spammersp. 173
Conclusionp. 175
Books on SEO and PPCp. 177
PPCp. 179
What Is Pay-per-Click?p. 180
Paid Placement vs. Unpaid Linksp. 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 Differencesp. 183
Do People Really Click the Ads?p. 183
The Benefits of PPC in the Purchase Phasep. 184
Using PPC for the Three Basic Types of Searchesp. 184
What Kind of E-commerce Site?p. 185
Overview of a PPC Campaignp. 187
AdWords Acronymsp. 188
How Your Ads Are Distributed: Search Network vs. Content Networkp. 189
Set Up the Search and Content Networksp. 189
Overview of the Search Networkp. 190
Keyword Researchp. 190
Types of Matchingp. 191
Trademarks and Keywordsp. 192
Negative Keywordsp. 192
How Many Keywords Can You Have?p. 193
Creating the Ad Groupsp. 193
Naming the Ad Groupsp. 194
Writing the Adsp. 194
How to Use Dynamic Insertionp. 195
Use A/B Split Testing to Write Better Adsp. 197
Ads in the Blue Boxp. 198
Setting the Ad Timeframep. 199
AdWords Bidding: Minimum Bidsp. 199
What about Your Competitors' Bids?p. 200
What You Actually Payp. 201
The Quality Scorep. 202
The Ad Rank Scorep. 204
The X-Charts: How to Tell When Your Optimization Worksp. 205
Manual Bid Management: Do It by Handp. 207
Automated Bid Management: Let the Machine Do Itp. 207
Google's ABM Toolsp. 208
What Is the Best Position for Your Ads?p. 209
Why Isn't My Ad on Google?p. 210
Using Campaigns and Ad Groupsp. 210
Use the Content Networkp. 211
Use Image Ads in the Content Networkp. 213
Google Gadget Adsp. 214
Placement Targetingp. 215
The Strategy for Landing Pages with High Conversionsp. 216
How to Build Landing Pages for High Conversionsp. 217
Use a Thank-You Pagep. 219
Multivariate Testingp. 220
Geotargeting: Advertising by City or Statep. 221
Conversion Trackingp. 224
Errors with Conversion Trackingp. 225
AdWords Reportsp. 225
Additional Google Toolsp. 226
Use the AdWords Editor to Manage Your Ads and Keywordsp. 226
Quick Tips for Using the AdWords Editorp. 226
The MCC: One Login for All of Your Accountsp. 228
PPC Blogsp. 228
Other Forms of Advertising in Googlep. 229
Use Google to Advertise on AM/FM Radiop. 231
Use Google to Advertise on TVp. 233
Use Google to Advertise in Newspapersp. 233
The Other Leading Brands: Yahoo! and Microsoftp. 234
Selling in China with Baidu.comp. 235
Global Market Sharep. 236
PPC for Web 2.0p. 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 PPCp. 239
How to Tell If Your PPC Agency Is Doing a Good Jobp. 240
The Future of AdWordsp. 241
Books on Advertising and Salesp. 242
Glossaryp. 243
Indexp. 253
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