The lowest-priced, brand-new, unused, unopened, undamaged item in its original packaging (where packaging is applicable).Packaging should be the same as what is found in a retail store, unless the item is handmade or was packaged by the manufacturer in non-retail packaging, such as an unprinted box or plastic bag.See details for additional description.
The Ultimate Guide to Pay-Per-Click Advertising 1 Book Summary 2 Praise for The Ultimate Guide To Pay-Per-Click Advertising 3 About the Author 5 About AdGooroo 5 Legal Notes 5 Best Practices in Paid Search 6 Foreword To The Second Edition By Perry Marshall 19 Preface To The Second Edition 22 Acknowledgements 26 Chapter 1. 99% of Advertisers Are Failing At Paid Search 27 A Few Advertisers In Every Country Dominate Paid Search 27 Virtually Every Business Category Is Owned By A Few Advertisers 29 Chapter 2. The Foundation of Successful Paid Search Campaigns 33 Chapter 3. Your Marketing Will Fail without Tracking 36 What Website Analytics Will Tell You 37 Learning More About Analytics 38 Chapter 4. The First Requirement For A Profitable Paid Search Campaign 39 A Better Way to Measure Website Profitability 40 Sometimes Conversion Optimization Isn't Critical 43 Chapter 5. Is Pay-Per-Click Advertising Right For You? 44 PPC Works for Direct Response Marketers and Online Retailers 44 PPC Works for Brand Advertisers 45 Why PPC May Not Work For You 46 When Google AdWords is the least effective way to reach your target customer 48 Chapter 6. What If You Already Have a Great SEO Campaign? 54 PPC Visitors Come From A Different Demographic 54 PPC Campaigns Get Faster Results 54 PPC Provides You With Traffic Diversification 55 Chapter 7. The Water Is Always Rising in Search 57 Paranoia Is Justified: Your Competitors Are Really Out to Get You 58 Chapter 8. The $100 Bidding Myth 60 The $100 Bidding Myth 64 Almost Every AdWords Advertiser Is Being Throttled 65 Chapter 9. The Little-Known Metric That Can Increase Your Search Traffic 400% 66 Low Coverage = Lost Opportunities 67 Low Coverage Means You Are Overpaying for Traffic 69 Win the Battle at the Bottom of the Page Before You Fight For the Top 71 Coverage Problems Alert You to Campaign Problems 72 Troubleshooting Coverage Problems 73 How to Monitor Coverage 76 Impression Share 77 Chapter 10. Clickthrough Rates Explained 80 Why Is Clickthrough Rate So Important? 80 The Difficulty in Estimating Clickthrough Rate 81 Branded and Navigational Terms 83 The Position of Your Ads 84 Similarity Between Ad Copy and Keyword Phrase 87 Overall Competitiveness of the Keyword Phrase 89 Other Quality Score Issues 92 Chapter 11. The Ever Changing CPC Formula 93 The Evolution of Pay-Per-Click 93 Advertisers Go Gaga for Google 97 Today's AdWords Pricing Algorithm 98 Budget and Average CPC Prices 100 Simulating CPC Using Computer Models 101 Key Concept: Avoid Gladiator Bidding 108 Summary Of Key Concepts 112 Chapter 12. How Quality Score Works in 2014 114 What Are Quality Scores? 115 Why Is Quality Score Important? 115 History of the Quality Score Algorithm 115 The Official Explanation of the AdWords Quality Score 118 Landing Page CTR 120 Do Landing Page Quality Score Factors Matter Anymore? 121 Best Practice: Managing Quality Scores 123 How to Check Your Quality Scores 124 Limitations of AdWords Quality Score Reporting 124 Best Practice: Monitor For Missing Keywords 126 Quality Score On Bing Ads 126 Bing Quality Score Components 127 How Bing Ads Brings It Together To Calculate Quality Score 128 Recommendations For Managing Quality Score On Bing 129 Absolute vs. Relative Quality Score 130 Chapter 13. How Do Shoppers Shop? 131 The Six Types of Online Buyers 133 What These Groups Have In Common 135 Takeaways For Paid Search Marketers 136 Chapter 14. How Do Searchers Search? 138 The Visitor Intention Model 138 Identifying Your Visitors' Purchase Intention 143 The Brand Ladder 144 Chapter 15. How To Increase Your Clickthrough Rate By Nearly 50% With Search Refinements 150 Multiple Impressions Leads To Higher Clickthrough Rate 151 A Real-World Example 152 Think About Search Refinements When Creating Your Campaign 156 Chapter 16. Building Yo
Richard Stokes is the founder and CEO of AdGooroo, a Kantar Media company and leading provider of digital marketing intelligence. One of the industry's foremost authorities on search engine marketing, Richard is a regular speaker on search topics and a certified expert in both email marketing and conversion optimization. He lives in Glenview, IL.