Advance Praise for Pay-Per-Click Search Engine Marketing: An Hour a Day Few online marketing channels are so full of promise as search, every marketer’s ulti- mate dream: Right person targeted at the right time! To fulfill this promise and deliver glory you need an expert guide, and that’s exactly what David is. In this comprehen- sive book he’ll illuminate, empower, and help you become great. Buy and be awesome! — Avinash Kaushik, Author of Web Analytics 2.0 and Analytics Evangelist, Google David Szetela’s brilliant and witty insights into how search marketers can leverage the latest ad channels, formats, and reporting tools from search engines and social media communities shine through in his new book, Pay-Per-Click Search Engine Marketing: An Hour a Day. In this must-read for anyone who wants to understand paid search, Szetela and Clix Marketing colleague Joe Kerschbaum provide a road map for search marketers to successfully ride the first set of waves for social media advertising. —Laurie Sullivan, Editor, MediaPost Search Marketing Daily Millions of PPC search advertisers are in need of a no-nonsense readable book on the subject. With Pay-Per-Click Search Engine Marketing: An Hour a Day, David Szetela and Joe Kerschbaum have delivered. With this guide, the authors go beyond Google to help marketers tap the Social Media PPC movement. Do your campaign ROI a favor and pick this book up. —Kevin Lee, CEO, Didit Every digital marketing agency will tell its clients that search engine optimization and search engine marketing are both in a state of constant change. Pay-Per-Click Search Engine Marketing: An Hour a Day by my industry colleagues David Szetela and Joe Kerschbaum can serve as a much needed anchor for online marketing professionals who need to keep up with the shifts in search engine advertising. —Chris Boggs, SEO Director, Rosetta & SEMPO President David Szetela is a master-of-the-art and science when it comes to PPC. He could baffle you in a moment with his depth of knowledge. Yet here, he feeds you bite-size chunks of knowledge in a clear and easy to absorb format. Walking you through the complexities of campaign architecture to creative execution, pretty soon you’ll be seeing the return on investment you thought only the big advertisers could achieve. And there’s more than just AdWords advice. Szetela takes you outside of search engine results into content networks and even Facebook ads. David speaks at major conferences all over the world and has already enlightened thousands of practitioners with his easy going style. Now he’s bringing that knowledge directly to your desk. Read and succeed! —Mike Grehan, VP and Global Content Director, Incisive Media Ecommerce companies from global to regional are all looking for online advertising channels that convert new customers at the best price possible. A good part of increas- ing your online conversion rates is to understand the best practices for pay-per-click advertising channels across the leading search engines and social media communi- ties. Pay-Per-Click Search Engine Marketing: An Hour a Day by David Szetela, Joe Kerschbaum and the team at Clix Marketing have provided an extremely clear expla- nation of these best practices—one of the best that I’ve read to date. —Barry Schwartz, CEO, RustyBrick In 2010, social media communities have become as large as the top search engines in their audience reach. With this important milestone, David Szetela and Joe Kerschbaum have written a book that positions them at the front end of the social media PPC movement. —Dave Snyder, Co-Founder, Search And Social I have been doing PPC for around 10 years now and David Szetela’s book is up there with the best of them. David is a true leader in PPC and this book gives amazing insight into PPC techniques at all levels, but more importantly, it does it with great clarity. It is a must-read and I challenge anybody not to learn an immense amount about PPC from reading it! —Jon Myers, Head of Search and Associate Director, Mediavest Paid search represents a substantial opportunity for companies to reach new online customers at the moment they’re looking for products and services to purchase. Pay-Per-Click Search Engine Marketing: An Hour a Day takes the guesswork out of successful PPC advertising by providing step-by-step guidelines on planning, imple- menting, and measuring a successful program. —Lee Odden, CEO, TopRankMarketing.com David Szetela is one of my best buddies in the pay-per-click advertising industry. He’s got a special talent for teaching online advertising marketers best-practices for cam- paign development, management, and measurement for the every expanding spectrum of paid channels. David’s slant is unique, based on timeless marketing fundamentals, and extrapolated brilliantly for today’s online landscape. Obviously it’s a holy mission from God for Szetela (and his killer team) to share PPC wisdom in the form of this truly new testament, Pay-Per-Click Search Engine Marketing: An Hour a Day. —Marty Weintraub, President, aimClear With Pay-Per-Click Search Engine Marketing: An Hour a Day, David Szetela and Joe Kerschbaum at Clix Marketing are the first of the PPC advertising gurus to address the fast growing audience in social media communities. More importantly, David care- fully lays out the etiquette and context for advertising to Facebook enthusiasts. All small business marketers who are looking to reach new customers via social media should read these guidelines. —Jennifer Evans Laycock, Editor, Search Engine Guide The challenges of PPC advertising can be daunting without the right know-how. Luckily David Szetela, Joe Kerschbaum and the team at Clix Marketing have come up with a valuable guide, Pay-Per-Click Search Engine Marketing: An Hour a Day. Comprehensive and easy to use, this book can bring even an absolute beginner to an advanced level of proficiency. — Rich Stokes, CEO and Founder of AdGooroo and Author of Ultimate Guide to Pay-Per-Click Advertising Paid search is a tricky game and it’s important to get things right from the get-go. David’s book thoroughly covers core PPC subjects and brings it all together with top- ics like how to effectively optimize PPC campaigns and extract actionable data from PPC reporting. His industry experience & honed insights will certainly save you your weight in time and money. Pay attention to this book! —Mona Elesseily, VP of Integrated Marketing Strategy, Page Zero Media I’ve known David as a true rock star of the advertising industry since his days at Apple and across several lifetimes of a rapidly evolving industry. As a venture capital- ist I always need to ask companies to look at how they can build sustainable revenues for agencies that provide both services as well as expert use of technology platforms. Clix Marketing is pioneering of a pay-per-performance ad agency model is right on the money. And this book will help advertisers understand the efficacy of this model for all parties involved. — Heidi Roizen, Corporate director, member of the boards of TiVo and Yellow Pages Group David’s skillful handling of the very complex issue of pay-per-click marketing should make any marketer confident in their foray into PPC. Dave takes away the potentially overwhelming fear of PPC and transforms it into a well-handled, systematic approach that will result in a successful campaign. Even more, seasoned markers will be able to pick up many modernized tactics from this book that they can add to their arsenal. —Matt Bailey, President, SiteLogic You’ll find invaluable information that I haven’t seen in other PPC advertising books. Topics like persona definition, landing page design, campaign launch checklists and Yahoo and Bing migration complement the solid, comprehensive strategies and tactics in this “PPC Bible.” A gem of a book! —Shelley Ellis, Owner, ShelleyEllisConsulting.com Search Engine Marketing (SEM) is crucial for any digital strategy; however the path to SEM success can be difficult and confusing. Szetela’s new book puts you on the right path to SEM success. —Erik Qualman, Author of Socialnomics For the first time ever, PPC has been organized and deconstructed in a way that nearly anyone could create and feel confident about their search engine marketing strategy. What used to be a daunting task is now a step-by-step process for success! —Susan Bratton, CEO, Personal Life Media and Host of DishyMix This book isn’t afraid to tackle the complete PPC puzzle, with sections on copywrit- ing, landing pages and personas. Keep a computer handy as it offers a steady stream of links to tools and resources. Szetela takes us on a perfectly paced tour of PPC advertising never losing sight of the primary goal of the endeavor: to draw qualified prospects to our business and turn them into paying customers. —Brian Massey, The Conversion Scientist “Mr. PPC” David Szetela is back with what is surely the definitive guide to pay-per- click marketing. By breaking down pay-per-click advertising best-practices into easy, bite-sized instructions, he and Joe Kerschbaum are going to make a lot of marketers’ lives a whole lot easier, not to mention make them savvy enough to make a lot more money with their ad campaigns. Well done to David and the team at Clix Marketing. —Ryan Sammy, Social Media Analyist, Search & Social If I were learning the PPC ropes today, this is one of the first books I’d read. Clix Marketing’s David Szetela and Kerschbaum stand head and shoulders above the rest when it comes to distilling the most vital pieces of information from the often frus- trating world of pay-per-click marketing.