<p> </p><p><font style="BACKGROUND-COLOR: #ffff00;">Part I: Preparing for Your Campaign</font><br/>I start at the beginning, getting you ready for your PPC campaign. In this part,<br/>you find out just exactly what PPC is and where it came from. You discover<br/>the different places you can place ads, from search engines to content sites,</p><p>from the monsters of the PPC world — Yahoo!, Google, and MSN — to the<br/>second- and third-tier systems — Kanoodle, Miva, Searchfeed, myGeek,<br/>Quigo, and many more. You find out how to calculate your “return on investment,”<br/>how to pick keywords for your campaign, and how to write ads that<br/>work well. You also get the lowdown about how advertisers bid for the position<br/>of their ads on the search-results page and about a number of bidding<br/>strategies. Bidding for position is not like bidding at an auction, so I show you<br/>a number of strategies that can make or save you money.</p><p> <br/><font style="BACKGROUND-COLOR: #f7f709;">Part II: Using the PPC Systems<br/></font>In this part, I explain how to work with the major PPC systems. Each one<br/>works a little differently and has its own advantages and idiosyncrasies.<br/>Yahoo!, Google, and MSN are responsible for the majority of the world’s PPC<br/>ads. But what if their ads are too expensive? Or what if they work really well,<br/>but you want more clicks? I also show you other places where you can buy<br/>PPC ads — the second- and third-tier PPC systems.<br/>But there’s more! How about using the PPC systems of content-placement services<br/>such as Quigo? Or the PPC-based shopping directories, like Yahoo!<br/>Shopping, or perhaps the Yellow Pages PPC systems? You need to understand<br/>geo-targeting, too, with which you can present your ads to Internet users in<br/>particular locations, even down to circles with a half-mile radius in American<br/>cities (in theory, anyway; I explain why practice is different).</p><p><br/><font style="BACKGROUND-COLOR: #f7f709;">Part III: Managing Your Campaign<br/></font>Your advertising campaign may be up and running, but don’t think that<br/>means you can sit back and rest on your laurels as the sales pour in. There<br/>are a number of things you need to know about to make sure everything<br/>stays on track.<br/>Running a PPC campaign without any kind of tracking is a recipe for disaster.<br/>You’ll miss opportunities, as well as problems. How do you really know<br/>whether you’re making money from PPC if you aren’t measuring how many<br/>people come to your site and what they do when they get there? How do you<br/>know which keywords and ads work well, and which are losing you money, if<br/>you don’t track? You don’t. So in this part of the book, I show you how to<br/>keep track of how many visitors come to your site from the PPC services and<br/>what actions they carry out on your site.</p><p>I also point out the various bid-management tools available to you; that is,<br/>tools that are more advanced than the basic systems provided to you by the PPC services — tools designed to make life easier for people tracking hundreds,<br/>or thousands, of keywords and thousands of PPC ad impressions every day.<br/>Oh, and before leaving this part of the book, I examine a controversial subject:<br/>click fraud. Perhaps 20 percent of all clicks on PPC ads are fraudulent,<br/>according to some experts. Fraud rates have even hit as high as 80 percent<br/>for some advertising campaigns. Why would people click PPC ads fraudulently?<br/>For two good reasons . . . which I explain in this part.</p><p><br/><font style="BACKGROUND-COLOR: #f7f709;">Part IV: The Part of Tens<br/></font>All For Dummies books have the Part of Tens. In this part, you find ten ways<br/>to make money by selling clicks . . . by, in effect, getting into the business of<br/>selling PPC ads. You also find out about ten useful tools for planning and<br/>managing your PPC campaigns, and ten ways to continue your PPC education<br/>and keep up with the latest information and innovations.</p><p> <br/> </p><p><br/> <br/></p>

[此贴子已经被作者于2008-10-18 19:07:42编辑过]