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Part: I Planning a Successful Strategy

Part I: Planning a Successful Strategy

Introduction

The key ingredient to any media campaign is the marketing strategy. Through a strategic planning process, you'll identify your messages, target audiences, and marketing goals. These foundational elements are core to search engine advertising, too. Once they've been established, you'll find it much easier to choose relevant keywords, write effective ad listings, and develop landing pages that close the sale.

As you read Part I, write down whatever creative ideas pop into your head. Plenty of tips are included to help you evaluate the market viability of your concepts. Plus, you might decide to run with them once you learn how to track your results later in this book. Let's start by uncovering the mystery of how search engines work and how they impact your business.


 

Chapter 1 Why is Search Engine Advertising Important?

 

Chapter 2 Marketing Campaign Foundation

 

Chapter 3 Choosing Keywords for Maximum Performance

 

Chapter 4 Copywriting Tips to Improve Your Click-Through Rate

 

Chapter 5 Landing Pages that Convert Visitors into Buyers

 

Conclusion


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