2. This is a great book for anyone just getting started with Search Engine Marketing as the author gives a great overview of the steps needed to set up pay per click campaigns. Advanced users might find it a bit basic, but that's not who this book is designed for. This book is designed for the small business owner who knows Search Engine Marketing is an important web traffic driver for his/her business, needs to get up to speed fast, and wants someone to explain it sequentially. .. - Mary T. O’Brien “Internet Marketing Institute”
3. As a beginner, I learned so much from this book, with easily understandable language and concepts...even I could do it! - LeAnn Thieman
4. When I found Heather Lutze's book, "The Findability Formula", it was like having somebody shine a spotlight on the answers to the questions that I didn't even know I'd needed to ask. Lutze cuts to the chase with her clear, concise instructions, and great resource lists for finding solutions to those questions I didn't know to ask. Happily I am now better informed than many of the "helpers" who held themselves forth as experts. - Robert S. Nolen “Sandia Man 2”
5. This book is a wonderful resource that is down-to-earth and readable. Easy to understand explanations and great examples. We're working our way thru the processes described in this book for keywords, landing page design and pay-per-click and have developed a crystal clear understanding of what we're doing and seeing clear results as well. Throw away all those dense books written by the engineers and stick to this one! - Robert W. Wendover
6. It doesn't matter if you're a beginner or an expert: if you want to know how to maximize results and minimize costs from pay-per-click marketing, you've got to read this book. We've been in the PPC game for eight years and we immediately found ways to cut our costs and improve our response rate using the ideas in Heather's book. Heather's insights about how to use the "long tail" of keywords and negative keywords were especially useful. - Jay Arthur
7. As a new owner of a small business, I was completely overwhelmed with the process of guiding customers to my website. I particularly liked this book for the following reasons: 1) Ms. Lutze is committed to teaching people the correct way to do SEM and how to avoid "rookie" mistakes. 2) This book is not for techies or designers, rather it is about SEM from the customer experience point of view. 3) The author also addresses some of the "bad press" that SEM experts have gotten and she has tried to set the record straight. - Ann Wagner
