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管理人网 发表于 2006-12-20 10:46

搜索引擎广告：网络营销的成功之路

<img width='200' height='280' src="../../upload/book/1158645549968.jpg"><br>出版社:电子工业出版社<br>目录:<p><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">第<span lang="EN-US">1</span>部分 制定一个成功的战略<span lang="EN-US"> <br />
</span>　概述<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">1</span>章 为什么搜索引擎广告这么重要<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">1.1 </span>既方便、快捷又经济地为你提供新的商机<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">1.2 </span>扩大品牌的知名度<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">1.3 </span>一种简单的评估广告宣传的方法<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">1.4 </span>广告是站点优化设计的一个补充<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">1.5 </span>搜索引擎联盟是你成功的捷径<span lang="EN-US"><br />
</span>　第<span lang="EN-US">2</span>章 市场营销体系<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">2.1 </span>公司宗旨<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">2.2 </span>市场定位<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">2.3 </span>产品的卖点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">2.4 </span>市场号召力<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">3</span>章 如何选择正确的关键词以获得更好的广告效果<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">3.1 </span>品牌关键词<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">3.2 </span>一般性的关键词<span lang="EN-US"><br />
</span>　第<span lang="EN-US">4</span>章 如何编辑广告内容以提高站点点击率<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">4.1 </span>吸引消费者而不是浏览者的七大定律 　<span lang="EN-US"><br />
</span>　　<span lang="EN-US">4.2 </span>如何获得前<span lang="EN-US">10</span>名的排名以避免被拒绝<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">4.3 </span>时刻关注你竞争对手的广告点击次数的绩效<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">5</span>章 广告的着陆页最终将站点的浏览者变为消费者<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">5.1 </span>要为顾客提供一个直接路径<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">5.2 </span>将列表广告词中所传递的信息表达完全<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">5.3 </span>设计比较好的页面结构以刺激销售额<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">5.4 </span>销售的三个心理因素<span lang="EN-US"> <br />
</span>　结论<span lang="EN-US"> <br />
</span>第<span lang="EN-US">2</span>部分 位次付费方式<span lang="EN-US"> <br />
</span>　概述<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">6</span>章 固定位次<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">6.1 </span>使用固定位次的优点<span lang="EN-US"><br />
</span>　　<span lang="EN-US">6.2 </span>使用固定位次搜索引擎所面临的挑战<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">6.3 </span>建立一个固定位次搜索引擎的问题调查表<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">7</span>章 付费排名<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">7.1 </span>付费排名方式的优点<span lang="EN-US"><br />
</span>　　<span lang="EN-US">7.2 </span>付费排名方式的挑战<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">7.3 </span>付费排名搜索引擎可调查的问题列表<span lang="EN-US"> <br />
</span>　结论<span lang="EN-US"> <br />
</span>第<span lang="EN-US">3</span>部分 付费收录模式<span lang="EN-US"> <br />
</span>　简介<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">8</span>章 提交网址<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">8.1 </span>提交网址方式的优点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">8.2 </span>使用提交网址方式面临的挑战<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">9</span>章 可信赖提要<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">9.1 </span>可信赖提要方式的搜索引擎的优点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">9.2 </span>可信赖提要方式所面临的挑战<span lang="EN-US"><br />
</span>　第<span lang="EN-US">10</span>章 站点优化<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">10.1 </span>搜索引擎需要什么<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">10.2 </span>关键词密度和网页排名<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">10.3 </span>搜索引擎提交手册<span lang="EN-US"> <br />
</span>　结论<span lang="EN-US"> <br />
</span>第<span lang="EN-US">4</span>部分 专业化搜索引擎<span lang="EN-US"> <br />
</span>　简介<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">11</span>章 比较购物搜索引擎<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">11.1 </span>使用比较购物搜索引擎前的准备<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">11.2 </span>顾客的推荐与否决定了你的商品是生存还是死亡<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">12</span>章 垂直市场搜索引擎<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">12.1 </span>去你要去的买场<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">12.2 </span>从垂直市场搜索引擎的销售中获利<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">13</span>章 国际搜索引擎<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">13.1 </span>进军国际市场的一些技巧<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">13.2 </span>国际搜索引擎人气度<span lang="EN-US"> <br />
</span>　　结论<span lang="EN-US"><br />
</span>第<span lang="EN-US">5</span>部分 跟踪你的投资回报率<span lang="EN-US"><br />
</span>　概述<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">14</span>章 在做广告之前你还需要做些什么<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">14.1 </span>什么是投资回报率（<span lang="EN-US">ROI</span>）<span lang="EN-US"><br />
</span>　　<span lang="EN-US">14.2 </span>设定一个顾客获得成本的目标<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">14.3 </span>投资前的测试<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">14.4 </span>搜索引擎流量报告<span lang="EN-US"><br />
</span>　　<span lang="EN-US">14.5 </span>搜索引擎转化率跟踪<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">15</span>章 跟踪投资回报率的技巧<span lang="EN-US"><br />
</span>　　<span lang="EN-US">15.1 </span>深入分析数据<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">15.2 </span>常规的营销运营状况分析<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">15.3 </span>反复检查投资回报率跟踪报告<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">15.4 </span>站点的转化率问题<span lang="EN-US"><br />
</span>　　<span lang="EN-US">15.5 </span>商家的解决方案选择<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">16</span>章 小型商业的电子商务解决方案<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">16.1 </span>电子商务系统的优点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">16.2 </span>电子商务解决方案的挑战<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">17</span>章 代理制度<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">17.1 </span>代理制的优点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">17.2 </span>使用代理制面临的挑战<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">18</span>章 站点分析理论<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">18.1 </span>站点分析的优点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">18.2 </span>站点分析的挑战<span lang="EN-US"><br />
</span>　第<span lang="EN-US">19</span>章 竞价管理工具<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">19.1 </span>竞价管理工具的优点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">19.2 </span>竞价管理工具的挑战<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">20</span>章 网络营销代理商<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">20.1 </span>网络营销代理商的优点<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">20.2 </span>启用网络营销代理商所面临的挑战<span lang="EN-US"> <br />
</span>　结论<span lang="EN-US"> <br />
</span>第<span lang="EN-US">6</span>部分 保护你的权益<span lang="EN-US"> <br />
</span>　简介<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">21</span>章 警惕欺诈点击<span lang="EN-US"><br />
</span>　　<span lang="EN-US">21.1 </span>搜索引擎能够和不能够负担的安全措施<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">21.2 </span>确认欺诈点击的形式<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">21.3 </span>阻止欺诈点击者<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">21.4 </span>公布证据以解决已发生和将要发生的事件<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">22</span>章 侵害商标权<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">22.1 </span>向搜索引擎写投诉信<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">22.2 </span>劝阻信<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">22.3 </span>合法的圈套<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">22.4 </span>现行的国际法<span lang="EN-US"> <br />
</span>　第<span lang="EN-US">23</span>章 管理好自己的代理机构<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">23.1 </span>交易品牌神奇获胜<span lang="EN-US"><br />
</span>　　<span lang="EN-US">23.2 </span>建立代理策略<span lang="EN-US"> <br />
</span>　</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">　<span lang="EN-US">23.3 </span>商标保护协议<span lang="EN-US"> <br />
</span>　　<span lang="EN-US">23.4 </span>如果你是代理商，现在正是淘金热<span lang="EN-US"> <br />
</span>结论<span lang="EN-US"> <br />
</span>资源<span lang="EN-US"> <br />
</span>术语表<span lang="EN-US"> <br />
</span>下一本书 第<span lang="EN-US">1</span>章 摘自 搜索引擎可视性<span lang="EN-US"> <br />
</span>第<span lang="EN-US">1</span>部分 准备工作</span></p><br><span lang="EN-US" style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">&nbsp;&nbsp;&nbsp;</span><span style="FONT-SIZE: 9pt; COLOR: black; FONT-FAMILY: 宋体; LETTER-SPACING: 0.75pt; mso-bidi-font-family: 宋体; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA">本书是一本指导商家成功进行搜索引擎广告网络营销活动非常有用的书籍。并且，本书的作者正是在理论研究的基础上，通过简明的阐述和分析、以及丰富的实例介绍了如何在利用搜索引擎广告的网络营销中获得成功，并得到了更高的投资回报率。<span lang="EN-US"><br />
</span>&nbsp;&nbsp;&nbsp; 本书适合于对网络营销感兴趣的读者，如从事网络技术的专业人员、企业家、经营管理和市场营销人员等阅读，也可以作为大专院校计算机应用和工商管理专业相关课程的重要辅导教材。</span>

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