April 8, 2009, 12:00 AM

New book helps e-retailers get to the bottom of the pay-per-click story

Spending on only the best-converting 20% of search terms will produce the best return on investment in paid search marketing campaigns, search expert Kevin Lee writes in the new book, "The Truth About Pay-Per-Click Advertising."

Spending on only the best-converting 20% of search terms will produce the best return on investment in paid search marketing campaigns, search expert Kevin Lee writes in the new book, "The Truth About Pay-Per-Click Advertising."

Some of the other points covered in the book include information on how competitors can manipulate a Google Quality Score to influence cost-per-clicks and push down ad ranking, and how ad content networks like Google AdSense and search advertising-only programs like Google AdWords can yield extremely different conversion rates. Lee is chairman and CEO of search marketing firm Didit.

Another major component of the book explains how to integrate offline and online marketing. For example, the book describes how retailers can track the percentage of bricks-and-mortar conversions driven by online search by promoting a special price online that is only available in store. Customers who request the special price must have first seen that price suggested on a paid search landing page. It also points out that because all search is generated by interest, marketers can use searches for their businesses as a way to measure how well their offline brand-building marketing is performing.

To help e-retailers apply what they learned when reading the book, "The Truth About Pay-Per-Click Search Advertising" comes with $200 in credit toward search ads placed through Microsoft Corp.’s Microsoft Advertising program for new U.S. advertiser accounts.

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