Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)

c/net ‚   2nd ‚  

Cascading Style Sheets (CSS)

‚   ‚   ‚   ‚  placement of, in external files, as best practice ‚   2nd ‚  

categories

‚   ‚   ‚   ‚  evaluating websites for web directories ‚  

Clay, Bruce (www.bruceclay.com) ‚  

‚   ‚   ‚   ‚  firm of, as specializing in search engine marketing ‚   2nd ‚  

‚   ‚   ‚   ‚  Keyword Density Analyzer ‚   2nd ‚  

‚   ‚   ‚   ‚  SEOToolSet ‚   2nd ‚  

click fraud

‚   ‚   ‚   ‚  as challenge of Pay-Per-Placement programs ‚   2nd ‚  

‚   ‚   ‚   ‚  as not always caught ‚   2nd ‚  

‚   ‚   ‚   ‚  automated spider activities, as inadvertently contributing to ‚   2nd ‚  

‚   ‚   ‚   ‚  deterrence methods

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  " cease and desist" letters ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  pop-up messages, to Internet users ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚   rewarding high click-through rates ‚   2nd ‚  

‚   ‚   ‚   ‚  double-clicking by Macintosh users, as inadvertently contributing to ‚   2nd ‚  

‚   ‚   ‚   ‚  evidence of, collecting and reporting ‚   2nd ‚  

‚   ‚   ‚   ‚  how it works ‚   2nd ‚   3rd ‚   4th ‚   5th ‚  

‚   ‚   ‚   ‚  identifying patterns of

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  abnormal click behavior, samples of ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  anomalies in click behavior, as not necessarily malicious ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  by tracking each component of paid listings ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  invalid clicks

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  from automated spider activities ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  from double-clicking by Macintosh users ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  from Internet users unfamiliar with sponsored links ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  getting credits or refunds for ‚   2nd ‚  

‚   ‚   ‚   ‚  optional tracking module for, as offered by Urchin ‚   2nd ‚  

‚   ‚   ‚   ‚  protection against, by search engines ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Google AdWords program, as rewarding high click-through rates ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Google, click monitoring by ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Overture click evaluation system ‚   2nd ‚  

‚   ‚   ‚   ‚  session tracking, as way to detect ‚   2nd ‚  

‚   ‚   ‚   ‚  unethical search engine distribution partners , as encouraging ‚   2nd ‚  

‚   ‚   ‚   ‚  WhosClickingWho? ( pay-per-click auditing service) ‚   2nd ‚   3rd ‚   4th ‚   5th ‚   6th ‚  

click-through popularity ‚  

click-through rates

‚   ‚   ‚   ‚  as higher for branded keywords than generic keywords ‚   2nd ‚  

click-through rates (web site popularity), as used to optimize advertising copy ‚   2nd ‚   3rd ‚   4th ‚   5th ‚   6th ‚   7th ‚  

‚   ‚   ‚   ‚  Epic Sky Overture Competitor Watch ‚   2nd ‚   3rd ‚   4th ‚   5th ‚  

‚   ‚   ‚   ‚  Google Interest Bars, as indicator of ‚   2nd ‚   3rd ‚  

click-through reports ‚   2nd ‚  

‚   ‚   ‚   ‚  advertising campaign problems, as shown by ‚   2nd ‚  

‚   ‚   ‚   ‚  advertising expenses, as tracked by ‚   2nd ‚  

‚   ‚   ‚   ‚  as offered free by paid inclusion or paid placement search engines ‚   2nd ‚  

‚   ‚   ‚   ‚  return on investment, as not tracked by ‚   2nd ‚  

‚   ‚   ‚   ‚  sample report from Overture ‚   2nd ‚  

ClickTracks (web analytics program) ‚   2nd ‚   3rd ‚   4th ‚  

‚   ‚   ‚   ‚  campaign tracking information, as provided by ‚   2nd ‚   3rd ‚   4th ‚  

‚   ‚   ‚   ‚  online comparison chart of tools ‚   2nd ‚  

ColdFusion pages (.cfm files) ‚   2nd ‚  

colors

‚   ‚   ‚   ‚  of links ‚  

Commission Junction (Application Service/affiliate network provider) ‚   2nd ‚   3rd ‚   4th ‚   5th ‚  

‚   ‚   ‚   ‚  additional services provided by ‚   2nd ‚  

‚   ‚   ‚   ‚   affiliates of, as belonging to ‚   2nd ‚  

‚   ‚   ‚   ‚  sales delivered by, as numbering in millions ‚   2nd ‚  

companies

‚   ‚   ‚   ‚  evaluating websites for web directories ‚  

comparison shopping engines ‚   2nd ‚  

comparison shopping engines. ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]3rd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  competitive product categories, dealing with ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  customer reviews on

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  by fraudulent reviewers, discrediting ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  customer service, as key to good reviews ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  importance of, to merchants ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]3rd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  merchant feedback on ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  using, as outbound links ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  customers using, as small but highly qualified and motivated group ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]3rd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  free submission to, as offered by some ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  marketing of trademarks by, preventing ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  most popular, list of ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  paid listings on, as available ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  preparing submission campaign for ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  questionnaire for prospective merchants ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]3rd ‚   [See also individual comparison shopping engines]4th ‚   [See also individual comparison shopping engines]

‚   ‚   ‚   ‚  top-selling items on ‚   [See also individual comparison shopping engines]2nd ‚   [See also individual comparison shopping engines]

competing companies

‚   ‚   ‚   ‚  bidding strategies of, as used to optimize keyword selection ‚   2nd ‚   3rd ‚   4th ‚  

‚   ‚   ‚   ‚  determining ‚   2nd ‚  

‚   ‚   ‚   ‚  monitoring

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  for keyword ideas ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  of click-through rates ‚   2nd ‚   3rd ‚   4th ‚   5th ‚   6th ‚   7th ‚   8th ‚   9th ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  of incentives offered by ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  of individual competitors ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  of spending by ‚  

‚   ‚   ‚   ‚  monitoring services

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Epic Sky Overture Competitor Watch ‚   2nd ‚   3rd ‚   4th ‚   5th ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Google Interest Bars ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  source code (meta data) of, as used to find keywords ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  trademark infringement by ‚   2nd ‚  

consistency

‚   ‚   ‚   ‚  rules of web design ‚   2nd ‚   3rd ‚   4th ‚  

contact information ‚  

content

‚   ‚   ‚   ‚  evaluating websites for web directories ‚  

Content Match (Overture contextual advertising program) ‚   2nd ‚  

‚   ‚   ‚   ‚  Overture advertisers, as automatically part of ‚  

content-rich web sites

‚   ‚   ‚   ‚  deep content, as problematic for search engines ‚   2nd ‚  

contextual advertising ‚   2nd ‚  

‚   ‚   ‚   ‚  drawbacks of ‚  

‚   ‚   ‚   ‚  examples of

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Content Match (Overture) ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Google AdSense program ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  tracking results of, separately from keyword search advertising ‚   2nd ‚  

conversion (buying) issues ‚   2nd ‚  

‚   ‚   ‚   ‚  deferred conversions ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚   explanations for ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  tracking, setting timeframe for ‚   2nd ‚  

‚   ‚   ‚   ‚  offline conversions, handling ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  offering incentives to buy online ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  online/offline coupon programs ‚   2nd ‚  

conversion tracking ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  as offered free by search engines ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  sample report from FindWhat.com ‚   2nd ‚  

Cool Savings (online/offline coupon provider) ‚   2nd ‚  

copywriting. ‚   [See advertising copy, writing]2nd ‚   [See advertising copy, writing]

cost-per-acquisition (CPA) ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  as method used by affiliate programs ‚   2nd ‚  

‚   ‚   ‚   ‚  bid management companies, as using ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  buying keywords, based on CPA goals ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚   cost-effectiveness of, as boosted by ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  paid listings, as adjusted using CPA goals ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  pros and cons of ‚   2nd ‚  

‚   ‚   ‚   ‚  calculating ‚  

‚   ‚   ‚   ‚  factors affecting ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  lifetime value of customers ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  profit margin ‚   2nd ‚  

‚   ‚   ‚   ‚  Internet marketing agencies, as using for pricing ‚   2nd ‚  

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  cost of, as prohibitive ‚   2nd ‚   3rd ‚  

‚   ‚   ‚   ‚  retail product price, as factor in setting ‚   2nd ‚  

‚   ‚   ‚   ‚  setting goals for, benefits of ‚   2nd ‚  

‚   ‚   ‚   ‚  using, to track nonrevenue-generating calls to action ‚   2nd ‚  

cost-per-click (CPC)

‚   ‚   ‚   ‚  as wrong way to evaluate advertising campaigns ‚   2nd ‚  

‚   ‚   ‚   ‚  determining, before launching campaign

‚   ‚   ‚   ‚   ‚   ‚   ‚   ‚  Overture tools, as used for ‚   2nd ‚   3rd ‚   4th ‚  

cost-per-order

‚   ‚   ‚   ‚  as not tracked by small business e-commerce solutions ‚   2nd ‚  

crawler-based search engines ‚   2nd ‚  

‚   ‚   ‚   ‚  design elements and technology, as impediments to ‚   2nd ‚  

‚   ‚   ‚   ‚  link popularity, as used to determine rankings in ‚   2nd ‚  

crawlers ‚  

crawlers. ‚   [See spiders]

Cyber-Robotics ‚   2nd ‚  

Cyveillance (trademark protection services provider) ‚   2nd ‚