SEO: Search Engine Optimization Bible

 Gap Management:In PPC bidding there’s a phenomenon called a gap that appears between bids. For example, the cost per click, ac ...

 In-house tracking tools.Because some companies are unable to find tracking tools that provide the information they need, they ...

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As you’re tracking your PPC campaign, you should also have a set of key performance indicators (KPIs) that you compare your resu ...

keyword and will cost you a lot. “Facial tissue” is less general, but it’s still going to be in high demand and thus expensive. ...

Negative keywords Negative keywords are words that cause a PPC ad notto be shown. These are words that can be asso- ciated with ...

Not all PPC companies offer dayparting capabilities, but many do, and some even allow you to set up automatic bid adjustments ac ...

Looking at the schedule, it’s easy to see the pattern in the average number of seconds that visitors spend on your site. During ...

More about Click Fraud A s noted earlier, click fraudis becoming an increasingly difficult problem with PPC advertising. Don’t f ...

 Highlight a key feature of your product or service.Key features can be used to draw additional clicks, and they should be bett ...

If you’re interested in learning just the monetary value of your PPC ROI, it’s easy enough to figure. Some PPC companies or the ...

W ith so many keyword and PPC tools and services, it’s hard to know which one to choose. You’ll find, though, that only a few co ...

 Features and Feature Combinations: Your company might have different requirements from other companies. Look at the different ...

Signing up for Google AdWords is quick and easy. When you begin the registration process, you must choose between the basic and ...

FIGURE 10-2 The account snapshot is a brief overview of your AdWords campaign. The conversion tracking provided by Google AdWord ...

FIGURE 10-3 Use the Website Optimizer to test different configurations for your PPC ads. Each time you open one of these links, ...

FIGURE 10-4 An overview of reports allows you to see current reports and what reports are set to run automatically. These report ...

can differentiate one from another in your Google Analytics reports, but the help files on the Google Analytics web site (www.go ...

Print ads The last tab on the AdWords page is the Print Ads tab. This is a newer feature of AdWords that allows you to create yo ...

Dashboard The Dashboard in Yahoo! Search Marketing is shown in Figure 10-6. It gives you a brief overview of some of the metrics ...