Copyrighted Material
27_754943 bindex.qxp 12/28/05 7:21 PM Page 351 Index ads • Symbols and within category, managing, 187–190 content sites, poorly placed, 277–278 Numerics • content-placement, 278 $$$! (dollar signs, exclamation mark), 136 copying and deleting, 187 !!! (exclamation marks), 136 creating, 200–201 - (minus sign), 202 eBay, 40 #1 position, 149–151 field length listed by PPC system, 123, 124 “ (quotation marks), 202 geo-targeting, 254–255 7Search.com PPC system, 30, 244 groups, managing, 213–214 [] (square brackets), 202 placement locations, 154 pop-up, 36–37, 118 position, factors governing, 214–215 • A • uploading spreadsheet with keywords and ads, 185–186 above the fold ads, banner click fraud rates, 330 Google size, 288 keyword prices and, 151–153 placement, paying for, 9 acceptable lead cost, 48, 49 PPC design, 16 account problems with, 13, 15 bidding on keywords from different, Ads Diagnostics Tool link, 213 156–157 ads, rejected Google AdWords system, creating, 198–199 appealing, 138 Google local targeting, setting up, 257 reviewing, 222 MSN Keywords AdCenter, creating, 224–229 ads, tracking Yahoo! Sponsored Search, 168–171, 180–183 described, 311 action, breakeven cost per Google, 314–315 calculating, 47–48 JavaScript tracking codes, 311–312 described, 45, 46 sales funnel, 308–309 ROI calculation, 49–50 third-party systems, 315–316 AdCenter (MSN), 27, 224–229 URL tags, 312 address, IP Yahoo! Marketing Console, 312–314 click fraud, 327, 328, 332 ads, writing local search, 251–253 benefits, selling the “sizzle”, 127–129 address targeting,
[Show full text]