Unleash the Power of Paid Search

by Melanie Mitchell

Paid search has grown and changed dramatically since it first exploded onto the marketing scene in 1997. Paid search is more complex now – but it offers businesses far more profit opportunities than ever before. In this concise eBook, renowned paid search expert Melanie Mitchell brings together all the processes, knowledge, and tools you need to build and manage paid search campaigns that deliver exceptional results. Mitchell first explains how well-crafted paid search campaigns can help you lead the conversation in your marketplace, extend and deepen your coverage, and more precisely target and measure your marketing program. Next, she guides you through the entire process of building and executing a winning defining goals and objectives, selecting keywords and match types, structuring accounts, scoring quality, managing ad copy, optimizing landing pages, monitoring, reporting, and more. Drawing on immense “in the trenches” experience, she presents specific best practices for everything from ensuring copy relevance to de-duping keywords, updating landing pages to pacing your expenditures. Along the way, she also reveals pitfalls that can increase your costs or even take your campaign offline, and shows exactly how to avoid them. Whether you’re already a search professional or you’re building your very first paid search campaign, this eBook will help you drive more clickthroughs, convert more prospects into sales, and earn more profits!

Kindle Edition

First published March 1, 2012

About the author

Melanie Mitchell is a professor of computer science at Portland State University. She has worked at the Santa Fe Institute and Los Alamos National Laboratory. Her major work has been in the areas of analogical reasoning, complex systems, genetic algorithms and cellular automata, and her publications in those fields are frequently cited.

She received her PhD in 1990 from the University of Michigan under Douglas Hofstadter and John Holland, for which she developed the Copycat cognitive architecture. She is the author of "Analogy-Making as Perception", essentially a book about Copycat. She has also critiqued Stephen Wolfram's A New Kind of Science and showed that genetic algorithms could find better solutions to the majority problem for one-dimensional cellular automata. She is the author of An Introduction to Genetic Algorithms, a widely known introductory book published by MIT Press in 1996. She is also author of Complexity: A Guided Tour (Oxford University Press, 2009), which won the 2010 Phi Beta Kappa Science Book Award.