Pay Per Click Search Engine Marketing For Dummies

Pay Per Click Search Engine Marketing For Dummies
By Peter Kent

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(21 customer reviews)

Product Description

Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

  • Use the right keywords to trigger your ads
  • Figure your breakeven point
  • Write ads that reach your customers
  • Calculate return on investment
  • Use geo targeting
  • Track your ad results


Product Details

  • Amazon Sales Rank: #1106354 in Books
  • Published on: 2006-02-06
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.20" h x .80" w x 7.40" l, 1.27 pounds
  • Binding: Paperback
  • 388 pages

Editorial Reviews

From the Back Cover

Plan and launch your PPC campaign and keep track of its progress

If you want potential customers to form a traffic jam at your Web site, Pay Per Click just might do the trick. This book will help you decide! It tells you all about Google AdWords and Yahoo! Sponsored Search, targeting your customers, watching out for fraud, assessing the pros and cons of Pay Per Click, and making Pay Per Click work for you.

Discover how to

  • Use the right keywords to trigger your ads
  • Figure your breakeven point
  • Write ads that reach your customers
  • Calculate return on investment
  • Use geo targeting
  • Track your ad results

About the Author
Peter Kent (Denver, CO) is currently an e-commerce consultant who specializes in search-engine optimization, including Pay Per Click technology. He has carried out search engine and pay per click campaigns. He is the former Vice President of Marketing at Indigio, a Web applications developer, where he worked on search engine optimization. He has worked online since 1984; written about the Internet since 1993; and authored many Internet-related books, periodical articles, and columns. His Geek News column ran in two Colorado newspapers. He founded the e-business service provider, BizBlast.com, and is the author of Search Engine Optimization FD. He will promote this book on his site at www.searchenginebulletin.com.


Customer Reviews

Most helpful customer reviews

3 of 3 people found the following review helpful.
3Good introduction but out of date
By James Beswick
If you're completely new to PPC and SEM, then you may well find some introductory value to the concepts and underpinnings of web advertising. It's certainly well written from that perspective, including 'Advertising 101' issues such as measuring your ROI. You're certainly not going to become a PPC master from this book alone, though obviously most Dummies books are not meant to do that.

The broader problem is that this was published in 2006 and the Internet landscape has changed considerably since then. PPC/SEM is significantly more competitive, and the strategies for getting your ads in front of customers have gone beyond keyword suggestion tools and building landing pages - and also become much more expensive. I'd be interested in seeing a revised version of this book for the 2010 SEM market.

1 of 1 people found the following review helpful.
5Perfect!
By Rolands Petrevics
I had purchased this book only because I highly enjoyed the another Peter Kent's volume: Search Engine Optimization For Dummies (For Dummies (Computer/Tech))

Important to say, that at the time I bought this book, in my shelf sits more than 10 books on this topic and I run PPC campaigns for 5 years already. And the book with a title DUMMIES - if written by such author as Kent, are invaluable. There are gems gems gems inside! Sadly, that a real "dummy" will definitely miss them, and in contrast, those who might get a lot from those gems - experienced PPC warriors like me - will just avoid book, because of the title.

And here is what I need, to say. As you probably know, that Dummies books are usually annoyingly full of screenshots of how to make so commonsense things, like I wonder sometimes, why they do not force the author teach how to switch on the computer, before move to cover PPC or SEO topics.
And here is where this authors genius steps in.

- Thank you to Peter, that he avoided to copy paste half of Google Help menu, I can imagine, his fight with dummies staff on a topic.
- Book in fact is 3:1 in or 4:1 - it covers a topics what hardly are covered in other books on topic - like landing page optimization, website usability and even website branding and positioning - in context of PPC! All those pearls are thrown to readers under 'dummy" title, which I consider unfair to author.

Anyway, there is one of the best book as for experienced and same for dummies.

38 of 39 people found the following review helpful.
5Excellent Information on PPC Marketing! Highly Recommended!
By Monica Main
Unlike Peter Kent's other book called "How to Make Money Online with eBay, Yahoo!, and Google" this book is awesome. (The other book I just mentioned is NOT recommended AT ALL.)

In an easy-to-understand language (as all Dummy books are) it tells you how to set up and use Pay Per Click (PPC) marketing to get web traffic. It doesn't start off in the complete newbie mode like some books (i.e. turn on your computer, establish an Internet connection, go to a search engine...) It doesn't waste a lot of time trying to bring a complete computer illiterate up to speed (since there are other Dummy books to do that). It gets right to the nitty-gritty.

It talks about a lot of things I didn't know about PPC marketing and how to maximize the technology to get the most amount of traffic to your website.

Truthfully I'm not a huge fan of the Dummy book series and try to avoid them as much as possible since they tend to cover too much super basic information before getting to any real meat.

However, I've noticed that specialized Dummy books like this one versus the general Dummy books (like Computers for Dummies, the Internet for Dummies, etc.) have a lot of useful information very specific to the title of the book. It assumes that the reader doesn't have to be taken by the hand to first understand what a computer is then what the Internet is before understanding Pay Per Click marketing. It just jumps right in and that's great. I think I will get more of these specialized Dummy books in the future.

This book is highly recommended if you really want to understand PPC marketing which, if you've noticed, there aren't a lot of books on the subject out there yet.

See all 21 customer reviews...

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