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: #357293 in Books
• Published on: 2007-03-19
• Original language: English
• Number of items: 1
• Binding: Paperback
• 202 pages

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

From the Publisher
This 190+ page book is widely considered the definitive handbook on Search Engine Marketing. In it, Pay Per Click (PPC) advertising pioneers Boris and Eugene Mordkovich share their knowledge from the most basic "Pay Per Click 101" information (like how Pay-Per-Click works; why it is so extraordinarily effective; how to craft an ad campaign that generates sales; and how to know what works, and what doesn’t) to the most advanced PPC strategies being used today, including contextual advertising, localized search, and click fraud.

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

Want Great Advertising Results- Thank The Mordkovich Brothers 07/19/05
I am a 78-year-old man; whose advertising experience had been with newspapers and radio. The Internet was completely beyond me. I realized that print and radio were dying, and I knew we had to establish an Internet presence. But how to start? Fortunately the Mordkovich Brothers book was recommended to me. What a revelation! As a result of their book our advertising expenditures have dropped 9% and the door traffic has increased 22%, and we feel this is just the beginning. If a man of my age can read, understand, and successfully act upon the Mordkovich Brothers recommendations you can too. Many many thanks to the Mordkovich Brothers. Buy this book; you'll be very glad you did.

Great reference for paid web advertising campaigns!
In the Internet Marketing world, things evolve all the time. Search Engines change their algorithms and criteria and users must adapt if they don't want to get their sites to sink in a sea of millions of other web destinations. Therefore, it pays to be informed about the latest trends and options available to make the most of this dynamic world. Boris Mordkovich presents a book that takes the spot as the most comprehensive and informative book on the topic of paid web advertising campaigns from the classic by Catherine Seda, "Search Engine Advertising". Though that book is even referenced by Mr. Mordkovich as a recommended reading (indeed it's very good), the insights, stats and recommendations provided in "Pay-per-click Search Engine Marketing Handbook" are more current and also cater to an audience with more limited pockets, to allow them to make the most of their marketing budgets. An example of this is the chapter he devotes to the very critical issue of click-fraud, its detection and combat.

As an online marketer with more than four years of experience in the area, I highly recommend this book.

The definitive PPC guide for marketers and business owners
For a majority of the readers looking for a comprehensive guide to PPC, this book has it all. Neophytes are able to set up a campaign on Google and Yahoo with relative ease, and given helpful tips on how to develop captivating text ad copy, develop landing pages and set up tracking to measure conversion. The book provides helpful tips and industry research throughout, and offers clean, concise and interesting copy.

As a search engine marketing (SEM) industry veteran, I was initially skeptical that the book would be able to address the challenge of educating a wide spectrum of readers: beginners, intermediate and especially advanced professionals like myself. While the book is targeted primarily at beginners, there is something for everyone. For intermediate and advanced PPC professionals, the overview of third tier PPC engines, resource links and tips from industry experts are of particularly high value.