Bruce C. Brown - The Ultimate Guide to Search Engine Marketing: Pay Per Click Advertising Secrets Revealed

FOREWORD

With more than a billion people worldwide using the Internet and millions of search queries being initiated every day in the major search engines, no business can afford not to have a well-executed marketing plan linked to search engines.

In the last four years, pay-per-click (PPC) advertising on the major search engines has become an integral part of any successful businesss online marketing strategy. In a matter of minutes, you can reach potential customers who are actively searching for the products or services that you sell. This phenomenon has brought about a new paradigm in advertising, one that evened the playing field for small and large advertisers seeking to reach new clients. Suddenly, mom n pop stores and startups with limited marketing budgets are able to compete alongside Fortune 500 firms. Companies serving niche markets are now able to reach target clients with a minimum of effort.

Half the money I spend on advertising is wasted. The trouble is I dont know which half.

Retailer John Wanamaker, 1886

Despite amazing technological advances in all facets of advertising and business, Wanamakers struggle to track the effectiveness of his advertising continues today, making for sleepless nights for marketers and advertisers around the globe. For businesses that engage in a variety of advertising mediabillboards, TV, radio, print, and online it is nearly impossible to separate the efficient from the wasted efforts. PPC advertising is strikingly more powerful. For the first time, smart advertisers are able to see the precise results of each dollar they spend, tracking individual keywords searched to the specific sale, lead, or even phone call that results. Advertisers can cut out inefficient media from their campaign and focus dollars on the most profitable areas.

However, with small and large firms alike diving headlong into PPC advertisingmore than 250,000 advertisers now use Google and Yahoo! PPC advertisingthe market has become increasingly competitive, driving costs up and forcing advertisers to be far more savvy than ever before. For anyone launching a search engine marketing campaign today, it is imperative to be as knowledgeable about search engine marketing as possible. Unfortunately, with a bewildering array of Web sites, manuals, so-called gurus, and books on the topic, individuals and businesses looking to learn about search engine marketing face an uphill battle just getting started.

Bruce C. Browns Ultimate Guide to Search Engine Marketing is an invaluable tool to anyone looking for a concise and well-written introduction to all aspects of search engine marketing. He provides instructions on launching campaigns in Google and Yahoo!, case studies, information on click fraud, tools to calculate ROI, and tips to generate high performing keywords. He skillfully covers everything you need to know to get started in the profitable and dynamic world of search engine marketing and PPC advertising.

Michael Mothner, President and CEO, Wpromote, Inc.

1650 Pacific Coast Highway, Suite 310

Redondo Beach, CA 90277

Phone: 310-421-4844

Fax: 310-356-3228

Company E-mail:

Mike Mothners E-mail:

Biography:

Michael Mothner is President and CEO of Wpromote, Inc., one of the worlds leading search engine marketing firms. Wpromote has served more than 10,000 clients in more than 50 countries and is one of a handful of firms worldwide to be a Google Qualified Company and a Yahoo! Ambassador. Michael also provides online advertising consulting services to the financial services industry and serves on the Google Advertiser Research Council. Prior to founding Wpromote, he worked at Redpoint Ventures in Los Angeles, evaluating venture capital business opportunities in the Internet and software sector. He graduated cum laude from Dartmouth College with a Bachelor of Arts degree in economics and computer science.