Review: Search Engine Advertising: Paying Your Way to the Top to Increase Sales

By Kathy Lindberg, published Nov 29, 2005
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Rating: 3.1 of 5
 
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Does your company have a website?  Are potential customers able to find it?  The use of search engines to find information or products/services is second only to email amongst Internet users and if your website lacks visibility to those searching for your product, you are losing business.  Participating in some type of search engine advertising, then, seems an obvious component to your marketing plan.

In her book,Search Engine Advertising: Paying Your Way to the Top to Increase Sales, Catherine Seda provides an insightful and concrete plan for creating a search engine and directory advertising plan.  Seda begins by providing a basic understanding about search engines.  Through statistics and case studies, we are given an overview of how search engine advertising supports optimization and how the search engines, themselves, relate to one another.  Seda also shares the step-by-step process to creating a keyword analysis, the copywriting for your ad listings, and how to convert visitors into buyers.

Section II is dedicated to Paid Placement Programs.  Seda does a thorough job of comparing and contrasting the two main types of Paid Placement Programs: Fixed Placement and Pay for Placement.  For each type of program, the reader is given an overview of the program, its advantages and challenges, as well as a discussion on specific engines and directories that offer these programs.  What is quite valuable is the list of questions Seda provides that should be asked when pursuing either type of paid placement program.

Section III is dedicated to Paid Inclusion Programs.  Two specific programs—Submit URL and Trusted Feed—are reviewed in depth.  Seda also includes website optimization techniques that are needed to ready your site for participation in these programs.  As in Section II, she also discusses the advantages and challenges that come with these two programs.

 
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Takeaways
  • If your company has a website it needs to be seen by potential customers
  • Search engine rankings are key to helping customers find your products and services.
  • Search engine advertising is an important component of your online marketing plan
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