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The findability formula [electronic resource] : the easy, non-technical approach to search engine marketing / Heather Lutze.

By: Lutze, Heather, 1969-.
Publisher: Hoboken, N.J. : John Wiley, c2009Description: 1 online resource (xxxii, 255 p.) : ill.ISBN: 9780470445624 (ebk.); 0470445629 (ebk.); 9780470445648 (ebk. : Adobe Digital Editions); 0470445645 (ebk. : Adobe Digital Editions); 9780470445631 (ebk. : Mobipocket Reader); 0470445637 (ebk. : Mobipocket Reader).Subject(s): Internet marketing | Internet advertising | Internet searching | Web search enginesGenre/Form: Electronic books.Additional physical formats: Print version:: Findability formula.DDC classification: 658.8/72 Online resources: An electronic book accessible through the World Wide Web; click to view
Contents:
Cover -- Contents -- Foreword -- Acknowledgments -- Introduction -- Who Should Read This Book? -- How This Book Is Different -- The 8220;Secret Agent8221; Pen Story -- About the Author -- Chapter 1: The Basics -- The Long and Short of It -- Definitions -- Chapter 2: First Things First -- Conducting Your Paid Search Campaign -- Knowledge before Action -- The P Words -- Laser Focus -- A Good Click -- Avoiding Bad Clicks -- Chapter 3: How People Search, Shop, and Buy Online -- Path to Purchase -- Correcting a Common Misconception -- The Buying Cycle -- The Keyword Trail -- Chapter 4: The Art of the Keyword -- Why Keywords Are Key -- Leaving the Laundry -- Narrowing the Field -- Secret Sauce -- Chapter 5: Keyword Alignment on the Path to Purchase -- Keyword Tails and Search Strings -- Advantages of Targeting Your Keywords -- Phased Searches -- Purchasing Keywords -- Establishing Trust -- The End Game -- The Pause That Refreshes -- Chapter 6: The Keyword Discovery Process -- Impatience -- Finding Your Keywords -- Company-Centric Keywords -- Mapping Out Your Keyword Strategy -- Chapter 7: Grouping and Themeing to Complete the Keyword List -- Organizing and Refining Your Keywords -- Keyword Themeing and Grouping -- Grouping Keywords by Customer Experience -- Why Are We Having You Go to All This Trouble? -- Organization -- Grouping According to the Buying Cycle -- Keyword Combinations and Variables -- Chapter 8: Location, Location, Location -- Geotargeting -- Geographic Modifiers -- Geotargeting versus Geographic Modifiers -- Another Example -- Recommendation -- Example: A U.S. Delivery Campaign with Geographic Modifiers -- Chapter 9: Seasonality -- Yes Virginia, There Is a Santa Claus -- Hidden and Subtle Seasonality -- Reverse Seasonality -- Campaign Timing -- Chapter 10: Writing Your Ad Text -- What Is an 8220;Ad8221;? -- How Hard Could It Be? -- It Aint Easy -- Your Ad Writing Goals -- More Help with Ad Text -- Real-Life Example -- Trust -- The Italian Job versus Waynes World -- Incorporating the Buying Cycle into Your Ad Campaign -- Ads along the Path to Purchase -- Chapter 11: After the Click -- Quality Score -- Where Are You Sending Them? -- Ad Correlation -- Brick-and-Mortar Metaphor -- Uh-Oh -- Landing Pages -- Landing Page Guides and References -- Chapter 12: Bidding and Budgeting -- How Much Do PPC Ads Cost? -- Research Your Keywords in SpyFu -- Google AdWords Traffic Estimator -- Adjusting Variables -- The Challenge of Bidding -- Setting a Bid -- Across-the-Board Bidding -- Data -- Ongoing Bid Strategy -- Budgeting -- Chapter 13: Account Deployment -- Taking Control -- Beware of Defaults -- Starting with Google -- Anatomy of an Account -- Road Map -- Chapter 14: The Care and Feeding of Your Search Engine Marketing Campaign -- Finding a Balance -- Let It Stew -- The Exception to the Rule -- Two Weeks Later: 80/20 -- Rebucketing -- Focus on the Cream -- Checkpoints -- Checking Your Quality Score -- Tweaks and Refinements30 to 60 Days -- What about the Other Search Engines? -- Ongoing Support -- Search Engine Relationships.
Item type Current location Call number Status Notes Date due Barcode
Main Collection Taylor's Library - Perpetual(TU)
658.8/72 (Browse shelf) e-book TBSxx,34003,02,CL,PPT

Includes bibliographical references and index.

Cover -- Contents -- Foreword -- Acknowledgments -- Introduction -- Who Should Read This Book? -- How This Book Is Different -- The 8220;Secret Agent8221; Pen Story -- About the Author -- Chapter 1: The Basics -- The Long and Short of It -- Definitions -- Chapter 2: First Things First -- Conducting Your Paid Search Campaign -- Knowledge before Action -- The P Words -- Laser Focus -- A Good Click -- Avoiding Bad Clicks -- Chapter 3: How People Search, Shop, and Buy Online -- Path to Purchase -- Correcting a Common Misconception -- The Buying Cycle -- The Keyword Trail -- Chapter 4: The Art of the Keyword -- Why Keywords Are Key -- Leaving the Laundry -- Narrowing the Field -- Secret Sauce -- Chapter 5: Keyword Alignment on the Path to Purchase -- Keyword Tails and Search Strings -- Advantages of Targeting Your Keywords -- Phased Searches -- Purchasing Keywords -- Establishing Trust -- The End Game -- The Pause That Refreshes -- Chapter 6: The Keyword Discovery Process -- Impatience -- Finding Your Keywords -- Company-Centric Keywords -- Mapping Out Your Keyword Strategy -- Chapter 7: Grouping and Themeing to Complete the Keyword List -- Organizing and Refining Your Keywords -- Keyword Themeing and Grouping -- Grouping Keywords by Customer Experience -- Why Are We Having You Go to All This Trouble? -- Organization -- Grouping According to the Buying Cycle -- Keyword Combinations and Variables -- Chapter 8: Location, Location, Location -- Geotargeting -- Geographic Modifiers -- Geotargeting versus Geographic Modifiers -- Another Example -- Recommendation -- Example: A U.S. Delivery Campaign with Geographic Modifiers -- Chapter 9: Seasonality -- Yes Virginia, There Is a Santa Claus -- Hidden and Subtle Seasonality -- Reverse Seasonality -- Campaign Timing -- Chapter 10: Writing Your Ad Text -- What Is an 8220;Ad8221;? -- How Hard Could It Be? -- It Aint Easy -- Your Ad Writing Goals -- More Help with Ad Text -- Real-Life Example -- Trust -- The Italian Job versus Waynes World -- Incorporating the Buying Cycle into Your Ad Campaign -- Ads along the Path to Purchase -- Chapter 11: After the Click -- Quality Score -- Where Are You Sending Them? -- Ad Correlation -- Brick-and-Mortar Metaphor -- Uh-Oh -- Landing Pages -- Landing Page Guides and References -- Chapter 12: Bidding and Budgeting -- How Much Do PPC Ads Cost? -- Research Your Keywords in SpyFu -- Google AdWords Traffic Estimator -- Adjusting Variables -- The Challenge of Bidding -- Setting a Bid -- Across-the-Board Bidding -- Data -- Ongoing Bid Strategy -- Budgeting -- Chapter 13: Account Deployment -- Taking Control -- Beware of Defaults -- Starting with Google -- Anatomy of an Account -- Road Map -- Chapter 14: The Care and Feeding of Your Search Engine Marketing Campaign -- Finding a Balance -- Let It Stew -- The Exception to the Rule -- Two Weeks Later: 80/20 -- Rebucketing -- Focus on the Cream -- Checkpoints -- Checking Your Quality Score -- Tweaks and Refinements30 to 60 Days -- What about the Other Search Engines? -- Ongoing Support -- Search Engine Relationships.

Description based on print version record.