The Resource Search engine marketing, Andreas Ramos, Stephanie Cota

Search engine marketing, Andreas Ramos, Stephanie Cota

Label
Search engine marketing
Title
Search engine marketing
Statement of responsibility
Andreas Ramos, Stephanie Cota
Creator
Contributor
Subject
Language
eng
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."--BOOK JACKET
Action
committed to retain for EAST
Cataloging source
DLC
http://library.link/vocab/creatorName
Ramos, Andreas
Illustrations
illustrations
Index
index present
LC call number
HF5415.1265
LC item number
.R357 2009
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
Cota, Stephanie
http://library.link/vocab/subjectName
  • Internet marketing
  • Web search engines
  • Communication in marketing
  • Internet advertising
  • Electronic commerce
  • E-commerce
  • Marketing
  • Communication in marketing
  • Electronic commerce
  • Internet advertising
  • Internet marketing
  • Web search engines
Label
Search engine marketing, Andreas Ramos, Stephanie Cota
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
  • 5
  • 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
  • Using Unique URLs and Tracking Codes
  • 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
  • 6
  • Comparing Metrics
  • 110
  • Navigating in Google Analytics
  • 111
  • Best Practices in Analytics: Using the Top Reports
  • 112
  • Other Reports
  • 131
  • Visitors
  • 131
  • The Buying Cycle and the Moment of Purchase
  • Traffic Sources
  • 132
  • Export and Send Reports
  • 135
  • Export the Reports
  • 136
  • Email Reports
  • 136
  • Modify or Delete Reports
  • 136
  • 6
  • 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
  • Integrated Marketing: The New Approach
  • 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
  • 10
  • 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
  • Manage Integrated Marketing with Enterprise Marketing Management (EMM)
  • 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
  • 13
  • 153
  • The Website's URL
  • 153
  • The TITLE Tag
  • 155
  • The DESCRIPTION Tag
  • 156
  • The KEYWORD Tag
  • 158
  • Folder Names and File Names
  • Unica and Omniture
  • 158
  • The Body Content
  • 158
  • Writing the Page
  • 158
  • The Headings
  • 159
  • The Body Paragraph
  • 160
  • Cross-links within Your Site
  • Chapter 1
  • 13
  • 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
  • Seven Tips from Unica
  • 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
  • 14
  • 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
  • Interview: Yuchun Lee, CEO of Unica
  • 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
  • 21
  • 172
  • Spammer Techniques
  • 173
  • How Search Engines Deal with Spammers
  • 173
  • Books on SEO and PPC
  • 177
  • Chapter 6
  • PPC
  • 179
  • Chapter 2
  • 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
  • KPIs
  • 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
  • 29
  • 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
  • A KPI-Driven Business Process
  • Trademarks and Keywords
  • 192
  • Negative Keywords
  • 192
  • How Many Keywords Can You Have?
  • 193
  • Creating the Ad Groups
  • 193
  • Naming the Ad Groups
  • 194
  • 30
  • 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
  • Integrated Marketing
  • Define Your Goals
  • 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
  • 31
  • 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
  • Calculate Your KPIs
  • 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
  • 31
  • 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
  • KPI Worksheet
  • Geotargeting: Advertising by City or State
  • 221
  • Conversion Tracking
  • 224
  • Errors with Conversion Tracking
  • 225
  • AdWords Reports
  • 225
  • Additional Google Tools
  • 226
  • 36
  • 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 CPLs to Manage Your Campaigns
  • 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
  • 38
  • 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
  • Go After Your Competitors' Customers
  • 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
  • 39
  • 1
  • 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
  • What We Can Learn from Offline Marketing
  • 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
  • 2
  • 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
  • Google's Role in the Digitization of Analog Media
  • 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
  • 5
  • 62
  • Blogs about Analytics
  • 80
  • Books on Analytics
  • 80
  • Organizations and Trade Shows
  • 81
  • Courses and Training
  • 82
  • Chapter 4
  • The Limits of Traditional Media in a Fragmented Marketing World
  • Google Analytics
  • 85
  • Install and Configure Google Analytics
  • 86
  • Define Your Goals
  • 86
  • Sign Up for Google Analytics
  • 87
  • Install the Tracking Code
  • 87
Dimensions
24 cm.
Extent
xx, 267 p.
Isbn
9780071597333
Isbn Type
(alk. paper)
Lccn
2008041748
Other physical details
ill.
Stock number
1285578
System control number
  • (OCoLC)184828301
  • (OCoLC)ocn184828301
Label
Search engine marketing, Andreas Ramos, Stephanie Cota
Publication
Bibliography note
Includes bibliographical references and index
Contents
  • 5
  • 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
  • Using Unique URLs and Tracking Codes
  • 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
  • 6
  • Comparing Metrics
  • 110
  • Navigating in Google Analytics
  • 111
  • Best Practices in Analytics: Using the Top Reports
  • 112
  • Other Reports
  • 131
  • Visitors
  • 131
  • The Buying Cycle and the Moment of Purchase
  • Traffic Sources
  • 132
  • Export and Send Reports
  • 135
  • Export the Reports
  • 136
  • Email Reports
  • 136
  • Modify or Delete Reports
  • 136
  • 6
  • 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
  • Integrated Marketing: The New Approach
  • 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
  • 10
  • 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
  • Manage Integrated Marketing with Enterprise Marketing Management (EMM)
  • 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
  • 13
  • 153
  • The Website's URL
  • 153
  • The TITLE Tag
  • 155
  • The DESCRIPTION Tag
  • 156
  • The KEYWORD Tag
  • 158
  • Folder Names and File Names
  • Unica and Omniture
  • 158
  • The Body Content
  • 158
  • Writing the Page
  • 158
  • The Headings
  • 159
  • The Body Paragraph
  • 160
  • Cross-links within Your Site
  • Chapter 1
  • 13
  • 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
  • Seven Tips from Unica
  • 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
  • 14
  • 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
  • Interview: Yuchun Lee, CEO of Unica
  • 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
  • 21
  • 172
  • Spammer Techniques
  • 173
  • How Search Engines Deal with Spammers
  • 173
  • Books on SEO and PPC
  • 177
  • Chapter 6
  • PPC
  • 179
  • Chapter 2
  • 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
  • KPIs
  • 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
  • 29
  • 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
  • A KPI-Driven Business Process
  • Trademarks and Keywords
  • 192
  • Negative Keywords
  • 192
  • How Many Keywords Can You Have?
  • 193
  • Creating the Ad Groups
  • 193
  • Naming the Ad Groups
  • 194
  • 30
  • 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
  • Integrated Marketing
  • Define Your Goals
  • 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
  • 31
  • 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
  • Calculate Your KPIs
  • 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
  • 31
  • 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
  • KPI Worksheet
  • Geotargeting: Advertising by City or State
  • 221
  • Conversion Tracking
  • 224
  • Errors with Conversion Tracking
  • 225
  • AdWords Reports
  • 225
  • Additional Google Tools
  • 226
  • 36
  • 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 CPLs to Manage Your Campaigns
  • 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
  • 38
  • 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
  • Go After Your Competitors' Customers
  • 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
  • 39
  • 1
  • 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
  • What We Can Learn from Offline Marketing
  • 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
  • 2
  • 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
  • Google's Role in the Digitization of Analog Media
  • 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
  • 5
  • 62
  • Blogs about Analytics
  • 80
  • Books on Analytics
  • 80
  • Organizations and Trade Shows
  • 81
  • Courses and Training
  • 82
  • Chapter 4
  • The Limits of Traditional Media in a Fragmented Marketing World
  • Google Analytics
  • 85
  • Install and Configure Google Analytics
  • 86
  • Define Your Goals
  • 86
  • Sign Up for Google Analytics
  • 87
  • Install the Tracking Code
  • 87
Dimensions
24 cm.
Extent
xx, 267 p.
Isbn
9780071597333
Isbn Type
(alk. paper)
Lccn
2008041748
Other physical details
ill.
Stock number
1285578
System control number
  • (OCoLC)184828301
  • (OCoLC)ocn184828301

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