Paid Search Marketing (PPC) - Best Practice Guide


Our Paid Search Marketing (PPC) Best Practice Guide will help beginners and experts implement and execute PPC strategies to maximise return on investment.

This is a thorough update to our original 2006 guide and includes information on recent developments including:

  • the quality score,
  • navigational searches and brand bidding,
  • ad placement and targeting within the paid search content networks,
  • opportunities with rich media,
  • localisation and geo-targeting,
  • mobile search,
  • demographic targeting,
  • click fraud,
  • and new tools for paid search marketers.

The guide remains highly comprehensive (at 310 pages) and covers all aspects of paid search. It is a superb resource for internet marketing teams, agencies, paid search consultants and strategists. The original guide has been downloaded many thousands of times, and has helped marketers improve the performance of their search campaigns.

Key Sections:

Part 1. Planning For Paid Search Marketing
Part 2. Targeting With Paid Search Marketing
Part 3. Budget And Bid Management For Paid Search
Part 4. Creative, Testing And Optimisation For Paid Search Marketing
Part 5. Communications Integration For Paid Search
Part 6. Appendices For Paid Search Marketing Best Practice Guide

Key features of our guides:

Comprehensive – covers all aspects needed for success in one place but also referencing other in-depth sources in different portals, forums, blogs, whitepapers and books.

Accessible – content will be chunked to help readers navigate to and assimilate relevant content.

In-depth – Cover topics in sufficient depth to successfully implement suggestions.

Practical – explain how to implement techniques and describe success factors that can be applied straightaway.

Improvement focused – will explain how to revise existing approaches through evaluation of current approach, refining strategy and then implementing an improved approach.

Leading edge – incorporating the latest best-practice advice and regularly updated to stay current with new additions clearly highlighted.