When undertaking a search engine marketing campaign, it is wise to equip yourself with as much knowledge as possible. Understanding what your options are and how each option operates is extremely important to any successful venture.
But because there is so much information and so many different outlets involved with this method of promotion, people can easily get overwhelmed by the concept of essentially being your own advertising department. Questions like what service to use and what areas to display these ads can yield answers that may be as confusing as the query itself. This is why there is a very successful market for things like PPC management services and more the more hands-on how-to guides.
With all of this in mind, it seems like it would be helpful if someone perhaps highlighted a couple of these guides in an attempt to clear the fog for some of you who still feel trepidation about jumping into the world of PPC and SEM.
Written by Aaron Wall
Aaron Wall’s offering, SEO Book, is actually delivered in a downloadable PDF file and is presented in a fluid manner. This means whenever Aaron has to edit and update the current copy, users who have already purchased the book are informed of the changes and are allowed to download the most current copy, free of charge. Obviously, this type of service is easier to perform when your book is delivered in the electronic format, but nevertheless, it is still a good option to have.
As for content, Aaron’s book takes thorough look inside what it takes to be successful using the search engine industry as a promotion tool. While Aaron’s book concentrates primarily on search engine optimization (leading to Aaron’s boast about being the only current SEO book on the planet; “current” being the key word), he also turns his attention to the search engine marketing side of things.
When dealing with this particular subject, Aaron concentrates solely on Google’s AdWords and Yahoo’s Overture (now called Yahoo Search Marketing). However, because these are the predominant resources used by search marketers, the information available is indeed pertinent. An example from SEO Book illustrates this point:
When you use large pay per click search engines you guarantee you are getting good traffic and that your business model is scalable.
Smaller engines provide slower feedback loops and some may not even provide quality traffic.
If you are interested in learning more or perhaps purchasing Aaron’s book, go here. I certainly recommend it.
Pay-Per-Click Search Engine Marketing Handbook
Written by Boris Mordkovich
With Aaron’s SEO Book concentrating on SEM using only Yahoo and Google’s services (but still providing useful information), perhaps some want a more comprehensive look at the different search advertising services out there. If that is the case, you may want to check Boris Mordkovich’s Pay-Per-Click Search Engine Marketing Handbook out.
Boris’ book, complete with a contribution from this author, takes more of a beginner approach to the field of SEM. The book provides a comprehensive look at the industry, while offering a how-to approach that takes the reader through the entire SEM cycle. This includes information on how to begin and maintain a successful marketing campaign. Boris details a number of important points like landing pages and the different methods of keyword bidding. The handbook also deals with the growing threat of click fraud and how to address the issue if you suspect your ads have fallen victim to fraudulent click campaigns.
Boris also provides tips on branding of a product or company name and how this can be accomplished using PPC/SEM. For instance:
Wording such as “the world’s best” or “number one in the United States” in a PPC ad description is quite often banned. Therefore, you must craft your ad so that the description includes, at the very least, the name of your company (prominently displayed). The addition of a logo (if allowed) is also a good idea.
The handbook also details the different types of SEM providers, expanding his focus to include other services besides Yahoo and Google, in case readers want to experiment with other companies.
Because of it’s comprehensive, yet layman approach, Boris’ book is almost perfect for those looking to start a PPC/SEM campaign. While the experienced users may already know most of the information being provided by the handbook, it’s wise to review the basics. However, if you’ve always wanted to give the PPC world a try and don’t know where or how to begin, Boris’ Pay-Per-Click Search Engine Marketing Handbook is a good place to start.
Search Engine Marketing, Inc.
Driving Search Traffic to Your Company’s Web Site
Written by Mike Moran and Bill Hunt
If ever colleges or universities begin teaching SEM/PPC as part of their curriculum, this book would be a good choice to start the 100 level students with. The book takes a thoroughly comprehensive and instructional look at the world of SEM, SEO, and PPC. This includes looking at different strategies and approaches that have been successful for others.
The Search Engine Marketing Kit
Written by Dan Thies
Dan’s kit takes a comprehensive workbook approach to deliver his message and provides a great deal of useful information so you can conduct a successful SEM campaign. For an in depth look, please read the murdok review of Dan’s book here.