This is a free excerpt of the SEO Book covering the pay per click search engine market. The entire SEO Book covers many other search engine marketing strategies such as:
• Keyword research
• Choosing a domain name
• Placing keywords in your page copy
• Website submission
• Link building
• Effectively using SEO tools
• Tracking your progress
• and many other topic
Metrics Based Marketing:
PPC search engines provide a highly trackable marketing medium. Frequently people begin marketing without any idea as to the approximate value of a click. If you do not set up a value range and track the results you have no way to distinguish good marketing from bad marketing.
To know the value of a click, you need to decide what the goal of your marketing is. If you are just branding, then you should expect to lose money to gain mindshare or reinforce your brand, and tracking may not be that important. If you are using pay-per-click search engines for direct product marketing, you need to know how much each click is worth.
• Keyword research
• Choosing a domain name
• Placing keywords in your page copy
• Website submission
• Link building
• Effectively using SEO tools
• Tracking your progress
• and many other topic
Metrics Based Marketing:
PPC search engines provide a highly trackable marketing medium. Frequently people begin marketing without any idea as to the approximate value of a click. If you do not set up a value range and track the results you have no way to distinguish good marketing from bad marketing.
To know the value of a click, you need to decide what the goal of your marketing is. If you are just branding, then you should expect to lose money to gain mindshare or reinforce your brand, and tracking may not be that important. If you are using pay-per-click search engines for direct product marketing, you need to know how much each click is worth.
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