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Search Engine Advertising: Buying Your Way to the Top to Increase Sales [Paperback]

Catherine Seda
4.6 out of 5 stars  See all reviews (8 customer reviews)

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Book Description

Feb. 24 2004 0735713995 978-0735713994 1

You don't have to have the biggest name or the most dazzling graphics to lure customers to your Web site. These days, all you really need is prominent search-engine placement. This book shows you how to get it! With searching one of the most popular Internet activities, a top spot on a major search engine virtually ensures a high volume of visitors--though converting them to buyers is another story. In these pages, top Internet marketer and strategist Catherine Seda tackles both parts of that equation. First, she outlines the strategy involved in buying the specific keyword positions that will lead users directly to the page you want. Then, she describes how you can turn poor-performing ad copy into targeted sales-getters, and how you can evaluate and correct low visitor-to-buyer conversions. Beginning marketers will find the info they need to implement a Web strategy quickly, while advanced marketers will find all kinds of tips for analyzing and improving current results.


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"Electric, sexy . . . and genuinely poignant, this is a compelling story of the risks and thrills of burgeoning intimacy." - The Bulletin, Starred --This text refers to an out of print or unavailable edition of this title.

About the Author

Catherine Seda is a popular speaker on the topics of search engine marketing, affiliate management, and low-cost web site promotion. She's known for sharing practical tips and tools in her dynamic sessions at leading search engine, marketing, and industry association conferences.

Since 1995, Catherine has worked with organizations in the U.S. and Europe to leverage the Internet as a marketing tool. As the marketing executive of a web agency for five years, she championed client online promotions that included search engine optimization, pay-per-click media buys, opt-in email, banner advertising, link popularity campaigns, custom sweepstakes, and ROI tracking. She also designed the search engine program, which included co-creating an affiliate trademark protection strategy, for a direct response TV agency's clients.

Through her agency, Seda Communication, Catherine offers open workshops and onsite training for search engine marketing. Additionally, she leads a team of search engine specialists in managing corporate client campaigns.

Catherine shares revenue-generating techniques in her articles as a regular columnist for Entrepreneur magazine, editor of the Search Engine Sales e-zine, and freelance writer for industry publications including Response magazine, SearchDay (Search Engine Watch), LookSmart, Pay Per Click Analyst, FindWhat.com, and others. She's also a contributing author of Search Engine Positioning.

Catherine believes in a "test before you invest" Internet marketing strategy for immediate and long-term success.


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First Sentence
My experience using the internet as a marketing tool began with a class at UC San Diego in 1994. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

4.6 out of 5 stars
4.6 out of 5 stars
Most helpful customer reviews
Format:Paperback
Catherine Seda's excellent book "Search Engine Advertising" is the perfect complement to Shari Thurow's "Search Engine Visibility" from which includes an excerpt toward the end. Where Thurow's book, the best one in terms of accomplishing high rankins in 'organic' (read unpaid) search results, Seda's book brings along the whole other side of the equation: that of paid options to accomplish high rankings. In doing so, one of her key points is that Search Engine Advertising doesn't end when the customer arrives at your site (visits), but it really is about conversions (getting the customer to make a purchase, subscribe or whatever your web site's purpose is when s/he arrives to it).
The book is very well structured around six parts:
i) Planning: the key (yet sometimes overlooked) part of the process, to ensure you know who you are targetting and how, before jumping into the paid options.
ii) Paid Placement Programs: she presents the differences (pros and cons) of the most important fixed placement and pay-for-placement programs available.
iii) Paid Inclusion Programs: directories are presented here in all their splendor, along with what you can do to enhance your possibilities before submitting your site, and how to manage a large number of simultaneous submissions. Web site optimization is touched upon briefly at this point, but in no way substituting Thurow's book on the topic: you simply have to have both, if you're serious about Online Marketing at all.
iv) Specialized Search Engines: comparison shopping engines, vertical market search engines and international search engines are discussed in some detail, to get you started with them.
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5.0 out of 5 stars Best Intro To SE Advertising May 8 2004
Format:Paperback
If you want more traffic read this book. I read it over once, started up some SEA campaigns, and now will re-read it again carefully to see how I can get the most out of those campaigns.
I am a full time SEO, an employee with a multi-national company. I teach SEO at the local college and am the author of a small SEO workbook (seoworkbook.com). I also sell books, eBooks and my own music CD's via the internet, do consulting for small businesses like Bed & Breakfasts and am a broadcaster on an Internet radio station. As you can imagine I spend a lot of time in the search engine world. Until now I have focused on organic search which simply means creating web pages and sites the way search engines are going to find most attractive i.e. keyword rich content, SE friendly design, and optimized tags for engines that use them. Shari Thurow's book, "Search Engine Visibility", also published by New Riders, is the best resource regarding this approach that I have seen.
I read Catherine's book first of all because she has credentials, she has worked in a variety of positions in the SE advertising industry. Then flipping through the table of contents I knew from my own experience that she was covering the basics (and I a big believer in basics) and that she knew who the important players were. I liked what I read because she wrote in an easily understandable, conversational style which I appreciated and enjoyed.
She covered everything thoroughly, beginning with background chapters when necessary. There were a few times when the detail level got a little deep for me but that is because I, like Catherine, am essentially a marketing guy, I appreciate strategy, tactics and logistics but feel more comfortable in the strategy end of the pool.
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3.0 out of 5 stars Good Overview of Search Engine Marketing May 1 2004
Format:Paperback
Full Disclosure: One the editors sent me this book for review.
Although never flirting with greatness, the content soared above average. The editing style, however, clipped my rising expectations. Like a chicken scratching in the dirt, new ideas would be tossed into the middle of an existing chain of thought. Occasionally ideas would end as fledglings, never fully explored or even transitioned.
That said, I would recommend this book to anyone wanting a solid introduction to marketing a webiste or product on the internet. I learned how keyword analysis works, how to create a marketing campaign, how to monitor a campaign, and how to get more money from a campaign.
Although no topic was covered in depth, the resource section at the end of the book points the reader to industry recognized sources. The book even includes advertising credit with Overture and FindWhat, a great way to get your feet wet.
If you do not mind some leaps, and a little silliness, this book may be a four on your list. The choppy style was too much for me.
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5.0 out of 5 stars Time Spent in the Shadow of a Master March 22 2004
Format:Paperback
One of life's rare privileges is the opportunity to study in the footsteps of a master. In this book, Catherine Seda, an internet marketing practitioner and popular conference speaker, reaches into her deep experience to reveal how to achieve immediate visibility for your website.
Whether you are a new search engine advertiser or a veteran, this book will show you tools and techniques to increase your sales at the lowest cost per conversion.
The book is like a fine gold. Each chapter exposes the beauty of another gem of website promotion. The writing is clear, crisp, and practical. It starts with the basics: how to develop effective keywords, ad copy and landing pages. Every chapter contains another nugget, including a ROI worksheet, traffic tracking and specialized search engines. Along the way it deftly explains the difference between paid placement and paid inclusion programs.

It even offers tips on how to protect your profits from click fraud and trademark infringement.
Even if you only pick up a few tips, your return on the investment of time and money in this book will be staggering.
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