Contents -- Foreword by Perry Marshall -- Preface -- Inside This Book -- Chapter 1. Pay-Per-Click Requires a Solid Foundation -- Part I. Installing and Using Analytics -- Chapter 2. Your Marketing Will Fail Without Tracking -- Chapter 3. Installing Tracking on Your Website -- THE TWO APPROACHES TO COLLECTING WEBSITE DATA -- Log File Analysis -- Page Tagging -- Which Is Better? -- MY PICK: GOOGLE ANALYTICS -- INSTALLING TRACKING SCRIPTS -- Step 1: Create a Google AdWords Account -- Step 2: Create a Website Profile -- Step 3: Tag Your Site -- COMMON PROBLEMS -- Missing or Mangled Scripts -- Wrong Account Number -- Improper Redirects on Your Site -- DEFINING CONVERSION GOALS -- BASIC GOAL TRACKING -- ADVANCED E-COMMERCE GOAL TRACKING -- SUMMARY -- Chapter 4. Using Your Analytics Software -- THE DASHBOARD -- ESTIMATING MARKETING POTENTIAL USING ABSOLUTE UNIQUE VISITORS -- Using Bounce Rate to Identify Problem Areas of Your Site -- IDENTIFYING HIGHLY MOTIVATED BUYERS WITH THE TRAFFIC SOURCES REPORT -- Streamline the Sales Process Using the Funnel Report -- Prioritizing Paid and Organic Optimization Efforts -- The Granddaddy of All Google Analytics Metrics: The "Dollar Index" -- SUMMARY -- Chapter 5. Use Traffic Maps to Get to Your Destination -- HOW DOES A TRAFFIC MAP HELP YOU? -- You'll Know ... Not Guess ... Where Your Sales Are Coming From -- You'll Find Bottlenecks in Your Conversion Funnels -- You'll Redirect Traffic from Low-Value Pages to High-Converting Ones -- You'll Learn How to Convert More Visitors into Revenue -- You'll Identify New Landing Pages -- You'll No Longer Be Held Hostage by Your Designers -- You'll Make Life Much More Difficult for Your Competitors -- BEFORE YOU CAN CREATE A TRAFFIC MAP, YOU'LL NEED SOME WEBSITETRAFFIC -- THE FIRST MAP IS ALWAYS THE HARDEST -- HOW TO CREATE A TRAFFIC MAP -- TRAFFIC MAP TUTORIAL.

Step 1: Collect Site-Wide Statistics -- Step 2: Identify the Most Popular Page on Your Site -- Step 3: Find Out How People Get to Your Site -- Step 4: Identify "Second Step" Pages -- Step 5: Map Your Funnel Pages -- Step 6: Look Out for "Cross-Feeders" -- Step 7: Calculate Theoretical CPA -- INTERPRETING TRAFFIC MAPS -- SUMMARY -- Part II. Website Optimization -- Chapter 6. Your Primary Goal as an Internet Marketer -- A BETTER WAY TO MEASURE WEBSITE PROFITABILITY -- SUMMARY -- Chapter 7. Optimizing the Lengthof Your Sales Funnels -- HOW LONG SHOULD YOUR SALES FUNNEL BE? -- TECHNIQUES FOR ELIMINATING PAGES -- SUMMARY -- Chapter 8. Crash Course in Conversion Optimization -- HUNT OPTIMIZATION OPPORTUNITIES WITH A RIFLE, NOT A SHOTGUN -- OTHER FACTORS TO KEEP IN MIND WHILE PRIORITIZING OPTIMIZATIONPROJECTS -- THE EIGHTFOLD PATH TO CONVERSION NIRVANA -- SINGLE CONVERSION GOAL -- EYELINE -- ANXIETY -- FRICTION -- LENGTH -- CONGRUENCY -- LOAD TIME -- URGENCY -- AN EXAMPLE OF CONVERSION OPTIMIZATION AT WORK -- Chapter 9. How to Split-Test Your Site -- CONTROL VARIABLES -- HOW LONG DO SPLIT TESTS NEED TO RUN? -- TYPES OF TESTS -- TESTING GOALS -- TESTING TOOLS -- SETTING UP YOUR FIRST GWO TEST -- Control Script -- Tracking Script -- Conversion Tracking Script -- GWO GONE WILD -- METHUSELAH FOUNDATION RESULTS -- HOW MUCH DID CONVERSION OPTIMIZATION HELP THE METHUSELAHFOUNDATION? -- SUMMARY -- Part III. Advanced Pay-per-Click Strategies -- Chapter 10. Is Pay-per-Click Advertising for You? -- PPC WORKS FOR DIRECT RESPONSE MARKETERS -- PPC WORKS FOR BRAND ADVERTISERS -- WHY PPC MAY NOT WORK FOR YOU -- Chapter 11. What If You Already Have a Great SEO Campaign? -- Chapter 12. 3% of Advertisers Dominate Pay-per-Click -- A FEW ADVERTISERS DOMINATE ALL THE REST -- EVERYONE WANTS TO BE ON TOP … BUT FEW ARE -- Chapter 13. The Water Is Always Rising in Search.

YOUR COMPETITORS ARE OUT TO GET YOU (AND THEY MAYEVENTUALLY SUCCEED) -- Chapter 14.The 100 Bidding Myth -- THE "100 BIDDING MYTH" -- Chapter 15. The Little-Known Metric That Can Increase Your Search Traffic by 400% -- LOW COVERAGE = LOST OPPORTUNITIES -- LOW COVERAGE MEANS YOU ARE OVERPAYING FOR TRAFFIC -- WIN THE BATTLE AT THE BOTTOM OF THE PAGE BEFORE YOUFIGHT FOR THE TOP -- COVERAGE PROBLEMS ALERT YOU TO CAMPAIGN PROBLEMS -- TROUBLESHOOTING COVERAGE PROBLEMS -- Your Budget Is Capped -- You're Trying to Muscle Your Way to the Top -- Ineffective Ad Copy -- Advertising on Off-Target Keywords -- Poor Landing Page or Domain Alignment -- Keyword Matching Problems -- HOW TO MONITOR COVERAGE -- IMPRESSION SHARE -- SUMMARY -- Chapter 16. Clickthrough Rates Explained -- THE DIFFICULTY OF ESTIMATING CLICK THROUGH RATE -- CLICKTHROUGH RATE IS AFFECTED BY THE POSITION OF YOUR ADS -- SIMILARITY BETWEEN AD COPY AND KEYWORD PHRASE -- OVERALL COMPETITIVENESS OF THE KEYWORD PHRASE -- OTHER QUALITY SCORE ISSUES -- SUMMARY -- Chapter 17. The Ever-Changing CPC Formula -- THE EVOLUTION OF PAY-PER-CLICK -- ADVERTISERS GO GAGA FOR GOOGLE -- TODAY'S ADWORDS PRICING ALGORITHM -- SIMULATING CPC USING COMPUTER MODELS -- OVERALL DEMAND -- GLADIATOR BIDDING -- POSITION -- SUMMARY -- Chapter 18. Quality Score Explained -- WHAT ARE QUALITY SCORES? -- WHY IS QUALITY SCORE IMPORTANT? -- The Official Explanation of Quality Score -- ON-PAGE QUALITY SCORE FACTORS -- Site Genre -- Site Age -- Linking Neighborhood -- Presence of Pop-Ups and Pop-Unders -- Load Time and Page Size -- Trust Signals -- Scope of Your Site -- Keyword Density -- Match Type Not Important -- Should You Block the Google AdsBot from Crawling Your Site? -- How to Check Your Quality Scores -- SUMMARY -- Chapter 19. Put the Competition to Work for You -- TACTICAL ADVANTAGES OF SEI -- PLANNING A NEW CAMPAIGN.

A GOOD ESTIMATE IS HARD TO FIND -- Traffic Sources -- Quality Score Issues -- Seasonality -- One-Time Events -- Markets in Decline -- Keyword Matching -- The Engines Ignore the Vast Majority of Niche Terms -- You Probably Won't Capture All of the Broad Traffic (Nor Will You Want To) -- Geo-Targeting -- Day-Parting -- ESTIMATING SEARCH VOLUME -- ESTIMATING IMPRESSIONS -- ESTIMATING CLICKTHROUGH RATE (CTR) -- ESTIMATING COST-PER-CLICK (CPC) -- ESTIMATING CONVERSION RATE ANDORDER SIZE -- ESTIMATING COMPETITORS' TRAFFIC -- Alexa (Alexa.com) -- Quantcast (Quantcast.com) -- Hitwise (Hitwise.com) -- USING ADGOOROO TO COLLECT COMPETITIVE INTELLIGENCE -- ESTIMATING THE NUMBER OF COMPETITORS IN YOUR MARKET -- FINDING YOUR TOP COMPETITORS -- FIND THE TOP AD COPY -- FIND EFFECTIVE LANDING PAGES -- ESTIMATE COMPETITORS' TRAFFIC AND BUDGETS -- FIND COMPETITORS' MISTAKES -- SPOT OPPORTUNITIES TO GRAB MARKET SHARE -- USE BID JAMMING (AND DEFEND AGAINST IT) -- PLUG HOLES IN YOUR ORGANIC CAMPAIGNS -- SUMMARY -- Chapter 20. The Foundation of Search Marketing: The Visitor Intention Model -- THE VISITOR INTENTION MODEL -- IDENTIFYING YOUR VISITORS' PURCHASE INTENTION -- Power Tip -- SUMMARY -- Chapter 21. Building Your Keyword List -- THE FOUR MOST COMMON KEYWORD RESEARCH MISTAKES -- Mistake 1: Not Using Enough Keywords -- Mistake 2: Relying Solely on Brainstorming -- Mistake 3: Relying Solely on Popular or Free Tools -- Mistake 4: Never Updating Your Keyword Lists -- QUANTITY IS IMPORTANT . . . TO A POINT -- TO COME UP WITH KEYWORDS, THINK LIKE YOUR CUSTOMERS -- KEYWORD GENERATION: STEP BY STEP -- Step 1: Brainstorm -- Step 2: Mine Through Marketing Collateral -- Keyword Suggestion Tools -- Step 3: Expand Horizontally Using the Google AdWords Keyword Tool -- Step 4: Continue Expanding Keywords with the Microsoft adCenter Add-In -- PROFESSIONAL TOOLS.

Step 5: Find Additional Niche Terms with Wordtracker -- Step 6: Reverse-Engineer Competitors' Keyword Lists with AdGooroo -- Step 7: Multiply Your Keyword List with Permutations and Synonyms -- Step 8: Remove Duplicates -- SUMMARY -- Chapter 22. Planning and Structuring Your Campaign -- HOW NOT TO SET UP YOUR CAMPAIGN -- START BY CATEGORIZING YOUR KEYWORDS -- THIS IS THE BLUEPRINT FOR YOUR ENTIRE CAMPAIGN -- SUMMARY -- Chapter 23. Cut Campaign Waste with Keyword Matching -- GOOGLE AND BING MATCH TYPES -- Broad Match -- Phrase Match -- Exact Match -- Negative Match -- Negative Exact Match -- YAHOO! MATCH TYPES -- Advanced Match (Yahoo! Only) -- Standard Match (Yahoo! Only) -- WHICH MATCH TYPES SHOULD YOU USE? -- A SIMPLE REFINEMENT TO YOUR SPREADSHEET THAT WILL SAVE YOU HOURS OF WORK -- SUMMARY -- Chapter 24. Create Your Ad Groups -- What About Ad Copy? -- Power Tip -- YOUR CAMPAIGN WILL CONTINUE TO EVOLVE OVER TIME -- SUMMARY -- Chapter 25. Monitoring Your Campaign Performance -- WHY IT'S IMPORTANT TO STAY ON TOP OF YOUR CAMPAIGN DATA -- KEY STATISTICS TO WATCH -- Typical Daily and Monthly Spend -- Impression Share and Coverage -- Daily/Monthly Clicks -- Average Clickthrough Rate -- Average Conversion Rate -- Competitors' Spend -- TRACKING THIS INFORMATION -- THE TREND IS YOUR FRIEND -- Method 1: Generate Reports Within AdWords -- Method 2: Import AdWords Data into Excel -- Method 3: Third-Party Charting Tools -- WHAT ABOUT COVERAGE? -- THINK YOU DON'T HAVE TIME FOR THIS? THINK AGAIN! -- SUMMARY -- Chapter 26. Don't Starve Your Campaign -- HOW TO SET YOUR MAXIMUM DAILY BUDGET -- HOW THE MAXIMUM DAILY BUDGET FEATURE WORKS -- WOULD YOU LET A STRANGER RUN YOUR MARKETING? -- MISSING OUT ON HIGH-TRAFFIC PERIODS -- DIVERTING YOUR BUDGET TO LOW-PROFIT KEYWORDS -- SUMMARY -- Chapter 27. Setting Your Keyword Bids -- DON'T GUESS WITH YOUR BIDS.

RULE 1: SET INITIAL BID PRICE FOR BROAD KEYWORDS.