Read it for
- Paid search
- Display advertising
- Local advertising
What this book covers
Bart Weller and Lori Calcott cover search, display, local and mobile campaigns alongside the website and measurement work around them. For a paid media owner, that breadth helps expose responsibilities that can fall between specialists. Use it for historical foundations, checking which assumptions still hold before applying an old procedure.
Bring it to your work
Trace how a keyword becomes an advertisement, landing-page visit and measurable outcome. This is a PMC editorial prompt.
Reading context
2012 manual including Website Optimizer. Historical reference only; do not apply old platform instructions.
About this reading guide
This guide draws on the source description, contents or sample identified in the edition notes. No external review is cited for this listing.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
Landing Page Optimization →
Choose this when the immediate problem lies after the ad click, while keeping its older examples in context.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Edition 1; paperback
- Format
- paperback
- Reference edition date
- 9 May 2012
- ISBN-13
- 9781430240143
Publisher description and contents reviewed. Sources checked . Book not read in full.
Access: See the publisher or author for available formats and prices. Public samples are linked where checked.
2012 manual including Website Optimizer. Historical reference only; do not apply old platform instructions.
Applications, priorities and coverage depth are editorial judgments. Book not read in full.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
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