Product Description

You've got products. You've got a website. You're ready to do business online. Now, how do you attract new customers?

You may have heard stories about companies putting their business in front of 80%+ of Internet users in as little as 24 hours. You may already know of your competitors that appear on all of the major search engines. And you want to get in on it, but aren't sure where to begin?

You'll find the answers in this book. In it, search engine advertising pioneers, Boris and Eugene Mordkovich, share their knowledge from the most basic information explaining how Pay-per-Click works to why it is so extraordinarily effective, as well as offer detailed information on how to design a successful campaign, how to test concepts, determine what works, and fine-tune your campaigns to maximize the Return on Investment (ROI). It also delves into more advanced topics affecting advertisers today, including contextual advertising (getting your website listed on thousands of websites without paying a penny), localized search (targeting a specific local area through search engines), and click fraud (how to protect yourself against it).

The book offers detailed reviews on over 20+ major search engines, including tips and advice on how to get the most out of each one. You also get unbiased reviews of the top Pay Per Click tools and three appendices including an extensive Pay Per Click Glossary and Recommended Resources to help your business grow. Finally, the book offers tips, techniques, and ideas contributed by 14 top experts in the industry on how you can improve your search engine advertising efforts.

As a bonus, you receive over $125 worth of credits on major PPC search engines, including Yahoo!, FindWhat, Search123, Findology, SearchFeed, Kanoodle, Enhance Interactive, Mamma, Verizon SuperPages, and many others to get you started.

Product Details

• Amazon Sales Rank: #160298 in Books
• Published on: 2005-04-11
• Number of items: 1
• Binding: Paperback
• 204 pages

The Search Engine Marketing Weblog, May 10, 2005
...this book is the PPC bible. Tracking, click fraud, branding, local advertising are all covered...

Synopsis
You've got products. You've got a website. You're ready to do business online. Now, how do you attract new customers? You'll find the answers in this book. In it, search engine advertising pioneers, Boris and Eugene Mordkovich, share their knowledge from the most basic information explaining how Pay-Per-Click works to why it is so extraordinarily effective, as well as offer detailed information on how to design a successful campaign, how to test concepts, determine what works, and fine-tune your campaigns to maximize the Return on Investment (ROI). It also delves into more advanced topics affecting advertisers today, including contextual advertising (getting your website listed on thousands of websites without paying a penny), localized search (targeting a specific local area through search engines), and click fraud (how to protect yourself against it). The book also offers tips, techniques, and ideas contributed by 14 top experts in the industry.

About the Author
Boris and Eugene Mordkovich are founders of the top search engine marketing firm, MordComm, Inc. They started off right when the first Pay Per Click search engine, GoTo.com (now Yahoo! Search Marketing) was launched in 1997. While many people were outraged at the idea of a search engine charging for website listings, Boris and Eugene saw an opportunity for a new, affordable and effective means of advertising.

They've used Pay Per Click search engines to market all of their future ventures. Their first online project was EchoDev, a network consisting of five resource sites for web developers and designers. In 2001, they launched HostVelocity.com offering website hosting to small businesses worldwide. In less than a year, through effective Pay Per Click advertising techniques, HostVelocity.com had accumulated thousands of clients - once again proving the company's knack for an ability to succeed, even in what's considered to be one of the most competitive and saturated markets.

As Pay Per Click search engine industry continued to grow, Mordkovich brothers wanted to share their accumulated knowledge and expertise with those looking for guidance. They created PayPerClickUniverse.com - informational website dedicated to educating consumers about Pay Per Click marketing. The company also began an intensive research and development effort to create an outstanding ad management, tracking, and fraud prevention program for Pay Per Click advertisers - AdWatcher.com. After two years of development and launch, it's already becoming one of the pay-per-click advertising community's most popular and relied-upon tools.

The brothers' experience and success within multiple facets of Internet business have made them sought after experts in the art and science of online marketing. This book has been a compilation of over 14 years of combined experience and hands-on work in the online marketing industry.

Customer Reviews

Pay-per-click Search Engine Marketing Handbook
I found this book interesting and informative but not quite what I need. This is an ideal book for the owner of a company/business website, who does not actually run the site, someone who wants to direct his/her IT department in the best way to increase sales would find it extremely useful. I am a do-it-all website owner so it is useful but not essential.

Very interesting and informative
I found this book to be full of information I had failed to find in bigger, more expensive books. Another thing I liked about it was the size, easy enough to carry around so you can read it whilst commuting. Lots of helpful tips and expert advice which helped me to understand the subject and increase traffic to our website.
Well worth its money

Worth reading
Boris did a good job pulling this book together. It's mostly let down by the cheap paper, print and layout, which undermines the quality of the content and can make it difficult to follow.

Getting past that there is a stack of expert tips (which includes two of mine) at the back where he invited most of the leading experts in the sector to contribute. There is some very advanced advice which I hadn't seen documented anywhere else.

If you can look past the paper its printed on its worth having on your bookshelf.

Edward Cowell (Teddie).