Search Engine Advertising : Buying Your Way to the Top to Increase Sales
This book shows you how to get a solid search-engine placement. 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.
Definetly, search engine advertising is a powerful channel for connecting with customers who are actively seeking to buy, but managing a successful search marketing campaign is anything but easy.
Catherine Seda's guide helps you avoid costly mistakes that can bedevil even the most experienced advertising veterans. The wealth of accurate, savvy information contained in this book makes it a must-read for anyone promoting products or services online.
