Stand Out from the Crowd: Secrets to Crafting a Winning Company Identity. It’s funny how many search engine marketers tend to forget that SEM is still marketing. In fact, it seems to me that the movement in the industry is away from the technical stuff and towards the more general marketing principles. That is exactly why I think this book is important. Jay Lipe (the author) did not concentrate specifically on the SEM industry but sometimes I wish more search marketers would understand marketing in general.
Pay-Per-Click Search Engine Marketing Handbook: Low Cost Strategies to Attracting NEW Customers Using Google, Yahoo & Other Search Engines. In this shameless act of self-promotion, I am going to talk about this book. The book was written by the same people that brought you the Search Marketing Standard magazine. Specifically, by Boris and Eugene Mordkovich. It covers all the basics of PPC and a good deal of advanced topics. In a month or two we are releasing an updated, 2007 version. If you are advertising with Google AdWords, Yahoo or adCenter, the book is for you.