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Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.
Foreword 8 Introduction 10 Who can use this book? 11 How this Book Is Organized 11 Chapter One History and Understanding of Online Marketing 16 Internet Marketing 18 Internet Advertising 19 Types of Online Ads 20 Understanding Banner Advertising 25 The Difference between Static versus Dynamic 27 E-mail Advertising versus Spam 29 The CAN-SPAM Act: 30 Chapter Two Introduction to PPC Advertising 34 PPC Advertising Walkthrough 35 PPC Benefits: 37 Content-Match PPC Advertising 41 Cost of PPC Advertising 42 Tips, Tricks, and Secrets for PPC Advertising 43 Chapter Three ¿ Search-Engine Optimization 46 Successful Search-Engine Optimization 47 META Tag Definition and Implementation 48 The Title Tag 49 The Description Tag 50 The Keywords Tag 51 The Robots Tag 52 Other META Tags 52 ALT Tag 53 How to Use the Correct Keywords 54 Optimization of Web Page Content 55 Optimize Your Web Site 56 Web Site Optimization Tips, Hints, and Secrets 56 Web Design and Optimization Suggestions 59 Establish Links with Reputable Web sites 59 How to Establish a Reciprocal Link Program (Backlinks) 59 Establish a Web Site Privacy Policy 60 Establish an ¿About Us¿ Page 60 Establish a Testimonials Page 61 Establish a Money-Back Guarantee 61 Establish a Feedback Page 61 Establish a Copyright Pag 61 How Do Search Engines Work? 61 Crawler-Based Search Engines 61 Human-Powered Search Directories 62 Hybrid or Mixed Search Engines 62 Using a Search-Engine Optimization Company 62 Search-engine Registration 64 Submitting to Human-Powered Search Directories 65 Submitting to Crawler Search Engines 65 Using Search-Engine Submission Software 66 Paying for Search-Engine Submissions 68 Search-Engine Optimization Checklist 68 Free Web Site Search-Engine Submission Sites 69 Free Web Site Optimization Tools 69 Web Site Design and Optimization Tools 74 Chapter Four How to Generate Web Site Traffic 77 How to Create Media Exposure and Develop a Marketing Strategy 77 Gaining the Trust of Your Clients 80 Increasing Your Public Profile 80 Chapter Five Establishing an Online Marketing Strategy 82 Using Press Releases to Generate Exposure 82 Publish Customer Testimonials 84 Techniques for Generating Web Site Traffic 84 Chapter Six How to Choose Effective Keywords, Keyword Phrases, and Budget for your PPC Advertising Campaign 87 Keyword Research Tools 88 How to Develop Keywords 90 Tips and Tricks when Developing Keywords or Key Phrases 96 How to Establish a Budget for your PPC Campaign 97 PPC Budget Planning 99 Measuring Return on Investment 99 Chapter Seven Google AdWords 106 What is Google AdWords? 106 Where Will My Google AdWords Ad Appear? 106 How Are Google AdWords Ranked? 107 How Much Will Google AdWords Cost? 109 Establishing and Managing Your Google Account 110 The Google Traffic Estimator 111 Google AdWords Campaign Setup 113 The Google Campaign Summary 122 Editing Your Campaign Settings 126 Google AdWords Reports 129 Google AdWords Tips and Hints 130 Guide to Google Adwords 131 Target your Adwords ads for Motivated Visitors 131 The Best Advice for Managing Your Google AdWords Account 133 Chapter Eight Yahoo! Search Marketing 136 Yahoo! Sponsored Search 136 Yahoo! Sponsored Search Listing Guidelines 137 Titles and Descriptions 138 Submitted URL 139 Unacceptable Content 139 Setting up a Yahoo! Sponsored Search Account 140 Creating Yahoo! Sponsored Search Account Keywords 141 Yahoo! Keyword Recommendations: 141 Yahoo! Keyword Key Cost Factors: 144 Creating a Yahoo! Sponsored Search Ad 144 Search-engine Optimization Copywriting 147 Yahoo! Sponsored Search Ad Keyword Bidding 147 Yahoo! Recommended Bidding Strategies 148 Yahoo! Sponsored Search Reports 151 Yahoo! Content Match 152 Yahoo! Search Submit 153 Yahoo! Local Sponsored Search 154 Effectively Using Overture/Yahoo to Get Website Visitors 155 Yahoo! Search Marketing Tips and Hints 157 Chapter Nine Microsoft adCenter 159 How to Set Up a Microsoft adCenter Account 159 Microsoft¿s Entrance to adCenter: Google and Yahoo, Be Prepared! 162 Tips and Hints For and Effective Microsoft adCenter Campaign 165 Other PPC Advertising Programs and Providers 167 PPC Bid Management 171 Hiring a Professional Marketing Service Provider 172 Chapter Ten How to Identify and Combat Fraud 176 What Is Fraud in Relation to PPC Marketing 177 Tips and Suggestions to Combat Fraud 178 Google¿s Click Fraud Woes 181 Google and Yahoo to Settle Click Fraud Cases 183 Available Fraud Protection Options 184 White Paper How to Defend your Website Against Click Fraud 187 Chapter 11 Increase Profits with Google AdSense 197 How to Set up your Google AdSense Campaign 199 Setting up Google AdSense on Your Web Site 207 Five Ways to Improve Your AdSense Earnings 210 Google AdSense Profit; Three Steps to Triple Your AdSense Earnings 212 How to Set up your Google Referrals 215 Hints and Tips for Maximizing Google AdSense on your Web Site 216 Chapter 12 How to Increase Sales with Affiliate Marketing 218 Definition of Affiliate Programs 218 Who uses affiliate programs? 219 Affiliate Payment Process 219 Residual Payment Program 220 Two-tier Affiliate Payment Programs 220 How Affiliate Programs Work 221 Affiliate Program Networks 222 Becoming Part of an Affiliate Program 222 How Affiliates Link to Your Web Site 224 The Success of Affiliate Programs 226 Setting up an Affiliate Program 226 Features of Affiliate Link Network: 231 Multiple Domain Management 231 Full Administrative Order Control 231 Flexible Commission Management 231 Multi-Tier Capability 232 Program Integrity 232 Detailed Affiliate Program Reporting 232 Simplified Affiliate Payout Process 233 Affiliate Management Controls 233 E-mail Capability to Maintain Affiliate Contact 234 Banner Publishing, Landing Pages, E-mail Creative and Custom Template Support 234 Sales by Affiliate Member Tracking 235 Fraud Protection 235 Cookie-less Tracking Capability 235 Three Absolute Essentials to Succeed in Affiliate Marketing 235 Chapter 13 Increase Profits with an eBay Storefront 239 eBay Tips, Tricks, and Secrets to Generate Sales 241 Why your company should be selling on eBay 244 Summary 246 Top Ten Reasons to Follow the Guidelines in this Book 247 Chapter 14 PPC Marketing and SEO Case Studies 248 Case Study: NetReflector 250 Case Study: REA Increased Qualified Traffic 300 percent with Google AdWords 251 Case Study: Wotif Shares Success 253 Case Study: Advanced Micro Controls Inc. (AMCI) 255 Case Study: Expert Building Maintenance 260 Case Study: Solar Electrical Systems 262 Case Study: J.C. Palomar 263 Case Study: Sony Style 266 Case Study: The Hitchin Post 268 Case Study: CorpRat 269 Case Study: 800florals.com 271 Case Study: UnitedDiamonds.com 273 Case Study: TargetedVisitors.info 274 Case Study Admiral 278 Chapter 15 Hints, Tips and Advice from the Experts Who Do It Every Day 281 Chapter 16 Recommended Reference Library 312 How to Use the Internet to Advertise, Promote and Market Your Business or Web Site With Little or No Money 312 Online Marketing Success Stories: Insider Secrets from the Experts Who Are Making Millions on the Internet Today 313 The eBay Success Chronicles: Secrets and Techniques eBay PowerSellers Use Every Day to Make Millions 314 eBay Income: How ANYONE of Any Age, Location and/or Background Can Build a Highly Profitable Online Business with eBay 314 How to get the Financing for your New Small Business: Innovation Solutions from the Experts Who Do it Every Day ¿ With CD-ROM 316 2,001 Innovative Ways to Save Your Company Thousands by Reducing Costs: A Complete Guide to Creative Cost Cutting and Boosting Profits 316 365 Foolish Mistakes Smart Managers Make Every Day: How and Why to Avoid Them 317 How to Write a Great Business Plan for Your Small Business in 60 Minutes or Less With CD-ROM. 318 Recommended Resources 331 Domain name registration: 331 Web Hosting Companies: 331 Web Site Design: 331 Secure Server Certificates: 331 E-commerce Software: 332 Search-engine Optimization: 332 CPM (costs per impression) Calculator: 333 Logo Design: 333 Permission-Based E-mail/E-zine Management: 333 Affiliate Program: 333 PPC Program: 333
Library of Congress Subject Headings for this publication:
Internet marketing.
Internet advertising.
Search engines.