| Description |
xx, 267 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Chapter 1 Integrated Marketing 1 -- What We Can Learn from Offline Marketing 2 -- Google's Role in the Digitization of Analog Media 5 -- The Limits of Traditional Media in a Fragmented Marketing World 5 -- Using Unique URLs and Tracking Codes 6 -- The Buying Cycle and the Moment of Purchase 6 -- Integrated Marketing: The New Approach 10 -- Manage Integrated Marketing with Enterprise Marketing Management (EMM) 13 -- Unica and Omniture 13 -- Seven Tips from Unica 14 -- Interview: Yuchun Lee, CEO of Unica 21 -- Chapter 2 KPIs 29 -- A KPI-Driven Business Process 30 -- Define Your Goals 31 -- Calculate Your KPIs 31 -- KPI Worksheet 36 -- Use CPLs to Manage Your Campaigns 38 -- Go After Your Competitors' Customers 39 -- Set Your Baseline 39 -- How to Set a PPC Budget for a New Product 42 -- How to Set a Budget for an Existing Product 43 -- The Breakeven Point 44 -- The Social Context of KPIs: Communicate Your Results 45 -- KPI and Analytics in Your Marketing Strategy 45 -- Chapter 3 Analytics 47 -- Web Analytics as Your Business Tool 48 -- Web Analytics, Quantitative Analytics, or Analytics? 50 -- Five Steps Toward a Data-Driven Organization 51 -- Business Goals 52 -- What You Can Do with Analytics 54 -- Challenges in the Vendor Selection Process 55 -- How to Send Out Reports 57 -- Tips for Getting Started 58 -- How to Handle Configuration and Setup 59 -- Placing the Analytics Code on the Pages 60 -- Why Don't My Numbers Match Up? 61 -- Migration from One Analytics Package to Another 61 -- Vendors in Analytics 62 -- Blogs about Analytics 80 -- Books on Analytics 80 -- Organizations and Trade Shows 81 -- Courses and Training 82 -- Chapter 4 Google Analytics 85 -- Install and Configure Google Analytics 86 -- Define Your Goals 86 -- Sign Up for Google Analytics 87 -- Install the Tracking Code 87 -- The Problems with Installing Analytics 88 -- Create Profiles 89 -- Configure the Profile 91 -- How to Create Tracking URLs 99 -- Use Event Tracking with Flash, Ajax, and Web 2.0 102 -- Schedule Reports 102 -- How Long Does It Take for Data to Appear? 105 -- Using Google Analytics 105 -- Using the Dashboard 106 -- Setting the Date Range 107 -- Comparing Metrics 110 -- Navigating in Google Analytics 111 -- Best Practices in Analytics: Using the Top Reports 112 -- Other Reports 131 -- Visitors 131 -- Traffic Sources 132 -- Export and Send Reports 135 -- Export the Reports 136 -- Email Reports 136 -- Modify or Delete Reports 136 -- Limitations of Google Analytics 137 -- Google Analytics' FAQs and Support 138 -- Chapter 5 SEO 139 -- What Is SEO? 140 -- The Traditional Approach: Faith-based SEO 140 -- New SEO: Analytics Changes the Game 141 -- The Main Search Engines 141 -- Specialty Search Engines 141 -- The Links in the Search Engines 142 -- The Three Types of Searches 143 -- How Does Google Rank the Results for Searches? 144 -- What Lowers Your Ranking 144 -- Which Language Do You Use? 145 -- Google's Quality Raters 146 -- Write Good Content 146 -- An Overview of SEO Methods 147 -- Internal Architecture 148 -- Find Keywords That Produce Conversions 151 -- Writing Your Unique Selling Proposition 152 -- Add Your Keywords to Your USP 153 -- The Website's URL 153 -- The TITLE Tag 155 -- The DESCRIPTION Tag 156 -- The KEYWORD Tag 158 -- Folder Names and File Names 158 -- The Body Content 158 -- Writing the Page 158 -- The Headings 159 -- The Body Paragraph 160 -- Cross-links within Your Site 160 -- Tags in the Images 160 -- Get Your Images Indexed 161 -- Sitemaps 161 -- Additional Items for SEO 163 -- SEO in the Visitor's Research Phase 163 -- SEO in the Visitor's Purchase Phase 163 -- Google Pagerank: No Longer an Issue 164 -- Track Your Keyword Ranking 164 -- Sitelinks 165 -- SEO for Web 2.0 165 -- Get Links to Your Site from Other Sites 166 -- Keep Visitors at Your Site with Custom 404-Pages 168 -- Point Search Engines to New Pages with 301-Redirect 168 -- Submit Your Website to the Search Engines 169 -- Keep the Search Engines Out 169 -- The Google Sandbox 170 -- When to Outsource the SEO 170 -- Selecting an SEO Company 171 -- What Not to Do in SEO 172 -- Issues in SEO 172 -- Spammer Techniques 173 -- How Search Engines Deal with Spammers 173 -- Books on SEO and PPC 177 -- Chapter 6 PPC 179 -- What Is Pay-per-Click? 180 -- Paid Placement vs. Unpaid Links 181 -- Our Site Is at the Top of Google: Why Should We Pay for PPC? 182 -- PPC at Google, Yahoo!, and Microsoft: Similarity and Differences 183 -- Do People Really Click the Ads? 183 -- The Benefits of PPC in the Purchase Phase 184 -- Using PPC for the Three Basic Types of Searches 184 -- What Kind of E-commerce Site? 185 -- Overview of a PPC Campaign 187 -- AdWords Acronyms 188 -- How Your Ads Are Distributed: Search Network vs. Content Network 189 -- Set Up the Search and Content Networks 189 -- Overview of the Search Network 190 -- Keyword Research 190 -- Types of Matching 191 -- Trademarks and Keywords 192 -- Negative Keywords 192 -- How Many Keywords Can You Have? 193 -- Creating the Ad Groups 193 -- Naming the Ad Groups 194 -- Writing the Ads 194 -- How to Use Dynamic Insertion 195 -- Use A/B Split Testing to Write Better Ads 197 -- Ads in the Blue Box 198 -- Setting the Ad Timeframe 199 -- AdWords Bidding: Minimum Bids 199 -- What about Your Competitors' Bids? 200 -- What You Actually Pay 201 -- The Quality Score 202 -- The Ad Rank Score 204 -- The X-Charts: How to Tell When Your Optimization Works 205 -- Manual Bid Management: Do It by Hand 207 -- Automated Bid Management: Let the Machine Do It 207 -- Google's ABM Tools 208 -- What Is the Best Position for Your Ads? 209 -- Why Isn't My Ad on Google? 210 -- Using Campaigns and Ad Groups 210 -- Use the Content Network 211 -- Use Image Ads in the Content Network 213 -- Google Gadget Ads 214 -- Placement Targeting 215 -- The Strategy for Landing Pages with High Conversions 216 -- How to Build Landing Pages for High Conversions 217 -- Use a Thank-You Page 219 -- Multivariate Testing 220 -- Geotargeting: Advertising by City or State 221 -- Conversion Tracking 224 -- Errors with Conversion Tracking 225 -- AdWords Reports 225 -- Additional Google Tools 226 -- Use the AdWords Editor to Manage Your Ads and Keywords 226 -- Quick Tips for Using the AdWords Editor 226 -- The MCC: One Login for All of Your Accounts 228 -- PPC Blogs 228 -- Other Forms of Advertising in Google 229 -- Use Google to Advertise on AM/FM Radio 231 -- Use Google to Advertise on TV 233 -- Use Google to Advertise in Newspapers 233 -- The Other Leading Brands: Yahoo! and Microsoft 234 -- Selling in China with Baidu.com 235 -- Global Market Share 236 -- PPC for Web 2.0 237 -- Should I Worry about Click Fraud? 237 -- Is PPC for You? 237 -- How Do I Get an Account Rep? 239 -- How to Get Help with PPC 239 -- How to Tell If Your PPC Agency Is Doing a Good Job 240 -- The Future of AdWords 241 -- Books on Advertising and Sales 242. |
| Summary |
"Leverage 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."--Jacket. |
| Subject |
Internet marketing.
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Web search engines.
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Communication in marketing.
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Internet advertising.
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Electronic commerce.
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Communication in marketing. (OCoLC)fst00870196
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Electronic commerce. (OCoLC)fst00906906
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Internet advertising. (OCoLC)fst00977220
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Internet marketing. (OCoLC)fst00977272
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Web search engines. (OCoLC)fst01173234
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E-commerce.
|
|
Marketing.
|
|
Internet marketing.
|
|
Web search engines.
|
|
Communication in marketing.
|
|
Internet advertising.
|
|
Electronic commerce.
|
|
Internet marketing.
|
|
Web search engines.
|
|
Advertising.
|
|
Electronic commerce.
|
| Added Author |
Cota, Stephanie.
|
| ISBN |
9780071597333 (alk. paper) |
|
0071597336 (alk. paper) |
|
