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Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition) | 
 enlarge | Authors: Kevin Lee, Catherine Seda
Publisher: New Riders Press
Category: Book
This item is no longer available
Rating:  22 reviews
Sales Rank: 3167264
Media: Paperback
Edition: 2
Pages: 400
Number Of Items: 1
ISBN: 0321495993
Dewey Decimal Number: 658.84
EAN: 9780321495990
ASIN: 0321495993
Publication Date: February 9, 2009 (In 69 Days)
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Product Description
Second only to e-mail, the most common activity for U.S. Internet users is searching for information. A few years ago, obtaining a high click-through rate within a search engine was solely based on search engine optimization, where web site design had to have elements that appealed to the search engines. While good web site design remains key to attaining listings in certain search engines, most search engines allow marketers to buy specific keyword positions in addition to, or instead of, programming their way to the top. This new advertising opportunity means that small businesses can compete directly with large corporations without having bigger, better web sites. Paid search engine listings can point to any page within a web site. So today, a top keyword position is less about luck and more about strategy and businesses with out a strategy are losing sales. Fortunately, with a little education and pre-planning, any company can launch a search engine advertising program - within days. This book reveals how to effectively buy a top position on the major search engines and directories. Readers will discover how to avoid common pitfalls such as poor-performing ad copy and low visitor-to-buyer conversions. This book teaches novices how to immediately market their web sites in search engines. It also offers tips for advanced marketers to evaluate and improve their current results.
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| Customer Reviews: Read 17 more reviews...
 Direct and Authoritative September 4, 2006
J. Hauser (Arizona)
1 out of 1 found this review helpful
The SEO proces can seem daunting and Ms Seda recognizes that fact. She gives a methodical, if not also logical trail to follow and has obviously done laborious research; which pays off. It may appear technical and dry, but the details are necessary to convey the ins and outs of SEO. Bravo and it will remain a part of my business reference library.
 It's a Good Read for the Money July 6, 2006
M. Levenhagen (www.GripSuccess.com)
2 out of 2 found this review helpful
It's not a bad overview of Search Engine Marketing, but I wouldn't recommend stopping with this read.
Some of the things Catherine covers are good and don't change. As an example, the chapters that provide Copyrighting Tips and that talk about how to improve conversions on Landing Pages. Even though they are only providing a glimpse as to what you need to know, many of those things do not change from year to year.
Other things however are going to require the reader further study. What one needs to focus on today to get good rankings is quite different from the day this book was written.
An example is paid inclusion; someone reading this should know that you don't need to pay to get indexed now. Sitemaps, getting backlinks from ranked sites that get regularly crawled, directories, blogs etc..
But it's good to absorb whatever one can. Even if someone comes away with a few ideas they didn't have before to improve their bottom line, it's worth the small price of this book.
 Outdated, outdated, outdated April 4, 2006
R. McDaniel (San Francisco, CA)
12 out of 12 found this review helpful
I'm sure this book was cutting edge when it was first published in February of 2004, but now it's for the most part outdated. For the absolute beginner to this area, there are some good general points, but references to long-since defunct or consolidated web companies (Urchin, Inktomi,etc) make it difficult to understand just what's still relevant. Google and Yahoo (and soon Microsoft) are defining the new landscape of this field as we speak...Try the new book from IBM press, "Search Engine Marketing"....chock full of the latest (as late as can be in this field) info.
Good writing, but too vague December 14, 2005
Mike Lanza (San Francisco, CA USA)
6 out of 7 found this review helpful
This book is fairly well-written, but ultimately, it's frustrating because it doesn't tell the reader how to deal with specific search engine ad programs. Instead, Catherine Seda talks about categories of search engine advertising like "Fixed Placement," "Pay for Placement," "Submit URL," and "Trusted Feed." I keep reading these categories and wondering, "Is the model she's referring to here like Google? If so, how is Google different? How do all these programs rate for popularity, bang for the buck, etc.?" I guess Ms. Seda avoided these specifics so that her book didn't look outdated too quickly. I'd rather have a book that was extremely valuable at one point than one that tries to dance around the specific facts I'm craving.
 Excellent information about search engine advertising October 24, 2005
Bernard R. Ablola (Seattle, WA USA)
1 out of 1 found this review helpful
This is an excellent book on search and pay per click advertising. I have read plenty of books, courses and e-books on the subject and find myself consistently going back to this book for advice. Take plenty of notes and a highlighter when you go through this book because you will learn tested strategies that you hope your competition will not know.
Chapter 4 on "Copywriting tips to improve your click-through rate" is a good chapter to help you boost your ad campaigns. Catherine takes the fundamentals of direct marketing and applies it to search advertising. For example, "state a benefit", "offer an incentive", "create a sense of urgency" and "provide a call to action" are necessary to differentiate yourself from the rest.
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