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I am a consultant business psychologist and provide business performance solutions
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expert business partner required
I currently have a website and know nothing about marketing it and making the
search engines work to my benefit. I have no money available for marketing but
intend to make whoever...
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this happened to you?
I thought it would be fun to share some of the best and worst subject lines that
we have come accross or written. Here are some to get it started...
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08.23.05
Search
Engine Marketing Guides
 By
Chris Richardson
When undertaking a search engine marketing campaign, it is wise to equip yourself
with as much knowledge as possible. Understanding what your options are and how
each option operates is extremely important to any successful venture.
But because there is so much information and so many different outlets involved
with this method of promotion, people can easily get overwhelmed by the concept
of essentially being your own advertising department. Questions like what service
to use and what areas to display these ads can yield answers that may be as confusing
as the query itself. This is why there is a very successful market for things
like PPC management services and more the more hands-on how-to guides.
With all of this in mind, it seems like it would be helpful if someone perhaps
highlighted a couple of these guides in an attempt to clear the fog for some of
you who still feel trepidation about jumping into the world of PPC and SEM.
SEO Book
Written by Aaron Wall
Aaron Wall's offering, SEO Book,
is actually delivered in a downloadable PDF file and is presented in a fluid manner.
This means whenever Aaron has to edit and update the current copy, users who have
already purchased the book are informed of the changes and are allowed to download
the most current copy, free of charge. Obviously, this type of service is easier
to perform when your book is delivered in the electronic format, but nevertheless,
it is still a good option to have.
As for content, Aaron's book takes thorough look inside what it takes to be successful
using the search engine industry as a promotion tool. While Aaron's book concentrates
primarily on search engine optimization (leading to Aaron's boast about being
the only current SEO book on the planet; "current" being the key word), he also
turns his attention to the search engine marketing side of things.
When dealing with this particular subject, Aaron concentrates solely on Google's
AdWords and Yahoo's Overture (now called Yahoo Search Marketing). However, because
these are the predominant resources used by search marketers, the information
available is indeed pertinent. An example from SEO Book illustrates this point:
When you use large pay per click search engines you guarantee
you are getting good traffic and that your business model is scalable.
Smaller engines provide slower feedback loops and some may not even provide quality
traffic.
If you are interested in learning more or perhaps purchasing Aaron's book, go
here. I certainly recommend it.
Pay-Per-Click Search Engine
Marketing Handbook
Written by Boris Mordkovich
With Aaron's SEO Book concentrating on SEM using only Yahoo and Google's services
(but still providing useful information), perhaps some want a more comprehensive
look at the different search advertising services out there. If that is the case,
you may want to check Boris Mordkovich's Pay-Per-Click
Search Engine Marketing Handbook out.
Boris' book, complete with a contribution from this author, takes more of a beginner
approach to the field of SEM. The book provides a comprehensive look at the industry,
while offering a how-to approach that takes the reader through the entire SEM
cycle. This includes information on how to begin and maintain a successful marketing
campaign. Boris details a number of important points
like landing pages and the different methods of keyword bidding. The handbook
also deals with the growing threat of click fraud and how to address the issue
if you suspect your ads have fallen victim to fraudulent click campaigns.
Boris also provides tips on branding of a product or company name and how this
can be accomplished using PPC/SEM. For instance:
Wording such as "the world's best" or "number one in the United States"
in a PPC ad description is quite often banned. Therefore, you must craft your
ad so that the description includes, at the very least, the name of your company
(prominently displayed). The addition of a logo (if allowed) is also a good idea.
The handbook also details the different types of SEM providers, expanding his
focus to include other services besides Yahoo and Google, in case readers want
to experiment with other companies.
Because of it's comprehensive, yet layman approach, Boris' book is almost perfect
for those looking to start a PPC/SEM campaign. While the experienced users may
already know most of the information being provided by the handbook, it's wise
to review the basics. However, if you've always wanted to give the PPC world a
try and don't know where or how to begin, Boris' Pay-Per-Click Search Engine Marketing
Handbook is a good place to start.
About the
Author:
John Stith is a staff writer for WebProNews covering technology and business.
Contact WebProNews |
