You’ve got products. You’ve got a website. You’re ready to do business online. Now, how do you attract new customers?
You’ll find the answers in this book. In it, search engine advertising pioneers, Boris and Eugene Mordkovich, share their knowledge from the most basic information explaining how Pay-Per-Click works to why it is so extraordinarily effective, as well as offer detailed information on how to design a successful campaign, how to test concepts, determine what works, and fine-tune your campaigns to maximize the Return on Investment (ROI). It also delves into more advanced topics affecting advertisers today, including contextual advertising (getting your website listed on thousands of websites without paying a penny), localized search (targeting a specific local area through search engines), and click fraud (how to protect yourself against it).
The book also offers tips, techniques, and ideas contributed by 14 top experts in the industry.
Boris and Eugene Mordkovich are founders of the top search engine marketing firm, MordComm, Inc. They started off right when the first Pay Per Click search engine, GoTo.com (now Yahoo! Search Marketing) was launched in 1997. While many people were outraged at the idea of a search engine charging for website listings, Boris and Eugene saw an opportunity for a new, affordable and effective means of advertising.
They’ve used Pay Per Click search engines to market all of their future ventures. Their first online project was EchoDev, a network consisting of five resource sites for web developers and designers. In 2001, they launched HostVelocity.com offering website hosting to small businesses worldwide. In less than a year, through effective Pay Per Click advertising techniques, HostVelocity.com had accumulated thousands of clients - once again proving the company’s knack for an ability to succeed, even in what’s considered to be one of the most competitive and saturated markets.
As Pay Per Click search engine industry continued to grow, Mordkovich brothers wanted to share their accumulated knowledge and expertise with those looking for guidance. They created PayPerClickUniverse.com - informational website dedicated to educating consumers about Pay Per Click marketing. The company also began an intensive research and development effort to create an outstanding ad management, tracking, and fraud prevention program for Pay Per Click advertisers - AdWatcher.com. After two years of development and launch, it’s already becoming one of the pay-per-click advertising community’s most popular and relied-upon tools.
The brothers’ experience and success within multiple facets of Internet business have made them sought after experts in the art and science of online marketing. This book has been a compilation of over 14 years of combined experience and hands-on work in the online marketing industry.
