Contents

Foreword

Introduction

Who Can Use This Book?

How This Book is Organized

1. History and Understanding of Online Marketing

Internet Marketing

Internet Advertising

Types of Online Ads

Understanding Banner Advertising

The Difference between Static versus Dynamic

E-mail Advertising versus Spam

The CAN-SPAM Act

2. Introduction to PPC Advertising

PPC Advertising Walk Through

Benefits of PPC

Content-Match PPC Advertising

Cost of PPC Advertising

Tips, Tricks, and Secrets for PPC Advertising

3. Search Engine Optimization

Successful Search Engine Optimization

META Tag Definition and Implementation

The Title Tag

The Description Tag

The Keywords Tag

The Robots Tag

Other META Tags

ALT Tag

How to Use the Correct Keywords

Optimization of Web Page Content

Optimize Your Web Site

Web Site Optimization Tips, Hints, and Secrets

Web Design and Optimization Suggestions

How to Establish a Reciprocal Link Program (Backlinks)

How Do Search Engines Work?

Using a Search Engine Optimization Company

Search Engine Registration

Search Engine Optimization Checklist

Free Web Site Search Engine Submission Sites

Free Web Site Optimization Tools and Sample Reports

Web Site Design and Optimization Tools

4. How to Generate Web Site Traffic

How to Create Media Exposure and Develop a Marketing Strategy

Gaining the Trust of Your Clients

Increasing Your Public Profile

5. Establishing an Online Marketing Strategy

Using Press Releases to Generate Exposure

Publish Customer Testimonials

Techniques for Generating Web Site Traffic

6. How to Budget for Your PPC Advertising Campaign
and Choose Effective Keywords and Keyword Phrases

Keyword Research Tools

How to Develop Keywords

Tips and Tricks When Developing Keywords or Key Phrases

How to Establish a Budget for Your PPC Campaign

PPC Budget Planning

Measuring Return on Investment

7. Google™ Adwords

What is Google™ AdWords?

Where Will My Google™ AdWords Ad Appear?

How Are Google™ AdWords Ranked?

How Much Will Google™ AdWords Cost?

Establishing and Managing Your Google™ Account

Google™ Traffic Estimator

Google™ AdWords Campaign Setup

The Google™ Campaign Summary

Editing Your Campaign Settings

Google™ AdWords Reports

Google™ AdWords Tips and Hints

The Best Advice for Managing Your Google™ AdWords Account

8. Yahoo!® Search Marketing

Yahoo!® Sponsored Search

Yahoo!® Sponsored Search Listing Guidelines

Setting up a Yahoo!^® Sponsored Search Account

Creating Yahoo!^® Sponsored Search Account Keywords

Yahoo!^® Keyword Key Cost Factors

Creating a Yahoo!^® Sponsored Search Ad

Search Engine Optimization Copywriting

Yahoo!^® Sponsored Search Ad Keyword Bidding

Yahoo!^® Recommended Bidding Strategies

Yahoo!^® Sponsored Search Reports

Yahoo!^® Content Match

Yahoo!^® Search Submit

Yahoo!^® Search Marketing Tips and Hints

9. Microsoft^® AdCenter

How to Set Up a Microsoft^® adCenter Account

Tips and Hints For an Effective Microsoft^® adCenter Campaign

Other PPC Advertising Programs and Providers

Shopping Search Engines

PPC Bid Management

Hiring a Professional Marketing Service Provider

10. How to Identify and Combat Fraud

What is Fraud in Relation to PPC Marketing

Tips and Suggestions to Combat Fraud

Available Fraud Protection Options

PPC Advertising Briefly

Calculating the Cost

Be Cautious of PPC Bidding Wars

Keyword Targeting

Choosing a PPC Search Engine

What Is Click Fraud?

Who Engages In Click Fraud?

Why Do People Steal?

How Widespread is the Problem?

Anti-Click Fraud Strategies

Avoid PPC Networks That Allow Incentive Sites

11. Increase Profits with Google™ AdSense

How to Set up Your Google™ AdSense Campaign

Google™ AdSense Program Policies

Setting up Google™ AdSense on Your Web Site

How to Set up Your Google™ Referrals

Hints and Tips for Maximizing Google™ AdSense on Your Web Site

12. How to Increase Sales with Affiliate Marketing

Definition of Affiliate Programs

Who Uses Affiliate Programs?

Affiliate Payment Process

Residual Payment Program

Two-Tier Affiliate Payment Programs

How Affiliate Programs Work

Affiliate Program Networks

Becoming Part of an Affiliate Program

How Affiliates Link to Your Web Site

The Success of Affiliate Programs

Setting Up an Affiliate Program

Affiliate Link

Features of Affiliate Link (ROIAdvantage) Network

Conclusion

13. Increase Profits with an eBay Store Front

eBay Tips, Tricks, and Secrets to Generate Sales

Summary

Top Eight Reasons to Follow the Guidelines in this Book

14. PPC Marketing and SEO Case Studies

15. Hints, Tips, and Advice from the Experts Who Do It Every Day

Keyword Bid Optimization

Search Engine Optimization

SEO and PPC Tips

Website Design Tips

Save Money by Getting to Know Your Competition

Hire Someone or Do It Yourself?

When First Might Be the Worst

Lower Advertising Costs and Increased ROI with Conversion Tracking

Affiliate Programs

Search Engine Optimization (SEO) —Ethical Strategies

Paid Search Advertising that Delivers the Maximum ROI

The Search Engine That Rewards

Tips & Tricks

13 Quick Tips

Final Tips

Glossary

References

Index