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Winning Results with Google AdWords

Andrew Goodman

Winning Results with Google AdWords Andrew Goodman Amazon Price: $22.49
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Subjects -> Computers & Internet -> Business & Culture -> Web Marketing

Customer Reviews:
Total reviews: 31 Average rating: 4.0 of 5

I got 10x more profits almost immediately from reading this book 5 out of 5 stars.
6 of 6 people found this review helpful.

I had been running an adword campaign for 3 months with limited success. I immediately used every tactic I could from this book and increase the quantity of terms I used, the quality of terms I used, my ad text, my landing pages, my offer.... and my Results. I almost instantly increased my Profits 10x over what I was making before this book. At the same time I dropped my cost per click from .59 to .14.

I am not a web guru. I'm not a marketing guru. I'm not a sales guru. I just read the book and did what he said to do. The real key for me was in finding seldom considered keywords that cost tons less than the obvious keywords, and still bring in the traffic. I learned it from this book.

(This update is a year after reading the book: I'm now a Google Professional and help others transform their Google Adwords programs. This book plus lots of real-world experience made that happen.)

Editorial Review:

Don’t get lost in the digital haystack! With thousands of links for every search, the chances of your products being found online are slimmer than a needle. But there’s good news: you can pinpoint your marketing message with help from Winning Results with Google AdWords. You'll discover AdWord essentials, how to bid for and win the keywords you want, how to track your results, and much more. Create a profitable ad campaign using online marketing, paid search, targeting, and leveraged branding.

Web Security Testing Cookbook: Systematic Techniques to Find Problems Fast

Paco Hope, Ben Walther

Web Security Testing Cookbook: Systematic Techniques to Find Problems Fast Paco Hope, Ben Walther Amazon Price: $26.39
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Customer Reviews:
Total reviews: 1 Average rating: 5.0 of 5

Editorial Review:

Among the tests you perform on web applications, security testing is perhaps the most important, yet it's often the most neglected. The recipes in the Web Security Testing Cookbook demonstrate how developers and testers can check for the most common web security issues, while conducting unit tests, regression tests, or exploratory tests. Unlike ad hoc security assessments, these recipes are repeatable, concise, and systematic-perfect for integrating into your regular test suite. Recipes cover the basics from observing messages between clients and servers to multi-phase tests that script the login and execution of web application features. By the end of the book, you'll be able to build tests pinpointed at Ajax functions, as well as large multi-step tests for the usual suspects: cross-site scripting and injection attacks. This book helps you: Obtain, install, and configure useful-and free-security testing tools Understand how your application communicates with users, so you can better simulate attacks in your tests Choose from many different methods that simulate common attacks such as SQL injection, cross-site scripting, and manipulating hidden form fields Make your tests repeatable by using the scripts and examples in the recipes as starting points for automated tests

Don't live in dread of the midnight phone call telling you that your site has been hacked. With Web Security Testing Cookbook and the free tools used in the book's examples, you can incorporate security coverage into your test suite, and sleep in peace.

Google Advertising Tools: Cashing in with AdSense, AdWords, and the Google APIs

Harold Davis

Google Advertising Tools: Cashing in with AdSense, AdWords, and the Google APIs Harold Davis Amazon Price: $19.79
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Customer Reviews:
Total reviews: 25 Average rating: 4.0 of 5

Editorial Review:

When it comes to advertising on the web, you just can't argue with the numbers. A $7 billion market today is expected to grow to $18.9 billion by 2010. Jupiter Research also estimates that search advertising will be a larger share of the market than display advertising by 2010. These phenomenal numbers are due largely to Google, which has changed the way the world publishes content - and advertises.

"Google Advertising Tools" from O'Reilly examines the business and technology behind making money with content and advertising on the web. This focused, easy-to-read guide shows you how to use Google's advertising services to make it happen. You'll find all the background information you need to work with Google AdSense, which automatically delivers text and image ads that are precisely targeted to your site, and Google AdWords, which lets you generate text ads that accompany specific search term results.

This book has specific and detailed sections on:

Turning your web site into a profit center with AdSense

Making sense of AdSense metrics

Driving traffic to your site

Optimizing sites for search engine placement

Working with AdWords campaigns, auctions, and reports

Managing campaigns dynamically using the AdWords APIs

Once you've read all four parts, you'll have a comprehensive picture of how advertising works on the web and how you can use the Google advertising programs to your advantage.

Hacking Exposed Windows: Microsoft Windows Security Secrets and Solutions, Third Edition (Hacking Exposed)

Joel Scambray

Hacking Exposed Windows: Microsoft Windows Security Secrets and Solutions, Third Edition (Hacking Exposed) Joel Scambray Amazon Price: $31.49
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Customer Reviews:
Total reviews: 4 Average rating: 5.0 of 5

Editorial Review:

The latest Windows security attack and defense strategies

"Securing Windows begins with reading this book." --James Costello (CISSP) IT Security Specialist, Honeywell

Meet the challenges of Windows security with the exclusive Hacking Exposed "attack-countermeasure" approach. Learn how real-world malicious hackers conduct reconnaissance of targets and then exploit common misconfigurations and software flaws on both clients and servers. See leading-edge exploitation techniques demonstrated, and learn how the latest countermeasures in Windows XP, Vista, and Server 2003/2008 can mitigate these attacks. Get practical advice based on the authors' and contributors' many years as security professionals hired to break into the world's largest IT infrastructures. Dramatically improve the security of Microsoft technology deployments of all sizes when you learn to:

  • Establish business relevance and context for security by highlighting real-world risks
  • Take a tour of the Windows security architecture from the hacker's perspective, exposing old and new vulnerabilities that can easily be avoided
  • Understand how hackers use reconnaissance techniques such as footprinting, scanning, banner grabbing, DNS queries, and Google searches to locate vulnerable Windows systems
  • Learn how information is extracted anonymously from Windows using simple NetBIOS, SMB, MSRPC, SNMP, and Active Directory enumeration techniques
  • Prevent the latest remote network exploits such as password grinding via WMI and Terminal Server, passive Kerberos logon sniffing, rogue server/man-in-the-middle attacks, and cracking vulnerable services
  • See up close how professional hackers reverse engineer and develop new Windows exploits
  • Identify and eliminate rootkits, malware, and stealth software
  • Fortify SQL Server against external and insider attacks
  • Harden your clients and users against the latest e-mail phishing, spyware, adware, and Internet Explorer threats
  • Deploy and configure the latest Windows security countermeasures, including BitLocker, Integrity Levels, User Account Control, the updated Windows Firewall, Group Policy, Vista Service Refactoring/Hardening, SafeSEH, GS, DEP, Patchguard, and Address Space Layout Randomization

Google Maps Hacks

Rich Gibson, Schuyler Erle

Google Maps Hacks Rich Gibson, Schuyler Erle Amazon Price: $19.79
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Customer Reviews:
Total reviews: 12 Average rating: 4.0 of 5

Editorial Review:

Want to find every pizza place within a 15-mile radius? Where the dog parks are in a new town? The most central meeting place for your class, club or group of friends? The cheapest gas stations on a day-to-day basis? The location of convicted sex offenders in an area to which you may be considering moving? The applications, serendipitous and serious, seem to be infinite, as developers find ever more creative ways to add to and customize the satellite images and underlying API of Google Maps.

Written by Schuyler Erle and Rich Gibson, authors of the popular Mapping Hacks, Google Maps Hacks shares dozens of tricks for combining the capabilities of Google Maps with your own datasets. Such diverse information as apartment listings, crime reporting or flight routes can be integrated with Google's satellite imagery in creative ways, to yield new and useful applications.

The authors begin with a complete introduction to the "standard" features of Google Maps. The adventure continues with 60 useful and interesting mapping projects that demonstrate ways developers have added their own features to the maps. After that's given you ideas of your own, you learn to apply the techniques and tools to add your own data to customize and manipulate Google Maps. Even Google seems to be tacitly blessing what might be seen as unauthorized use, but maybe they just know a good thing when they see one.

With the tricks and techniques you'll learn from Google Maps Hacks, you'll be able to adapt Google's satellite map feature to create interactive maps for personal and commercial applications for businesses ranging from real estate to package delivery to home services, transportation and more. Includes a foreword by Google Maps tech leads, Jens and Lars Rasmussen.

Microsoft SharePoint 2007 Development Unleashed

Kevin Hoffman, Robert Foster

Microsoft SharePoint 2007 Development Unleashed Kevin Hoffman, Robert Foster Amazon Price: $31.49
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Customer Reviews:
Total reviews: 6 Average rating: 3.0 of 5

Editorial Review:

This is the most comprehensive, practical guide to building enterpriseclass applications with SharePoint 2007, ASP.NET 2.0, Visual C# 2005, and the Microsoft Office 2007 system. Microsoft SharePoint 2007 Development Unleashed is designed for every working .NET developer: both those with SharePoint experience and those new to SharePoint. The authors thoroughly introduce SharePoint 2007 as a development platform and offer in-depth, example-rich coverage of every significant tool for programmers--from “Features and Solutions” to list events, from user profiles to Web Parts. You’ll walk step-by-step through building each major type of SharePoint application. You’ll also find in-depth coverage of SharePoint 2007’s rich collection of built-in Web services, including services for building document workspaces, centralizing the management of Excel spreadsheets, ensuring security, and much more.

  

Detailed information on how to…

  • Use CAML, SharePoint’s XML-based language for defining content, manipulating searches, and more
  • Work with the SharePoint Object Model
  • Build reusable packages for easy deployment to SharePoint server farms
  • Program SharePoint webs, sites, document libraries, and files
  • Leverage SharePoint 2007’s improved lists and new list events
  • Manipulate and query meetings and Meeting Workspaces
  • Integrate external business data into SharePoint applications
  • Construct business workflows for enterprise content management and other applications
  • Program ASP.NET-based SharePoint Web Parts, from the basics to state-of-the-art techniques
  • Create Web Parts that can provide and consume data through connections
  • Use SharePoint 2007’s built-in Web services for managing document and Meeting Workspaces, imaging, and lists
  • Centralize spreadsheet storage and management with Excel Services
  • Manage user profiles and enhance application security
  • Debug and deploy SharePoint 2007 applications
  • Work with Records Repositories and metadata

 

Introduction  1

1              Collaborative Application Markup Language (CAML) Primer  5

 

Part I        Programming with the SharePoint Object Model 

2              Introduction to the SharePoint Object Model  15

3              Programming with Features and Solutions  25

4              Working with Sites and Webs  35

5              Managing SharePoint Lists  47

6              Advanced List Management  59

7              Handling List Events  69

8              Working with Document Libraries and Files  83

9              Working with Meetings  97

 

Part II        Enterprise Content Management

10             Integrating Business Data  109

11             Creating Business Data Applications  121

12             Working with User Profiles  135

13             Building Workflows  147

 

Part III       Programming SharePoint Web Parts

14             ASP.NET Server Control Primer  163

15             Introduction to Web Parts  173

16             Developing Full-Featured Web Parts  191

17             Building Web Parts for Maintaining SharePoint 2007 Lists  205

18             Building Connected Web Parts  217

19             Debugging and Deploying Web Parts  229

 

Part IV      Programming the SharePoint 2007 Web Services

20             Using the Document Workspace Web Service  241

21             Using the Imaging Web Service 255

22             Using the Lists Web Service 273

23             Using the Meeting Workspace Web Service  291

24             Working with User Profiles and Security  307

25             Using Excel Services  321

26             Working with the Web Part Pages Web Service  337

27             Using the Business Data Catalog Web Services  347

28             Using the Workflow Web Service  359

29             Working with Records Repositories  369

30             Additional Web Services  377

Index  387

 

Web Site Measurement Hacks: Tips & Tools to Help Optimize Your Online Business (Hacks)

Eric Peterson

Web Site Measurement Hacks: Tips & Tools to Help Optimize Your Online Business (Hacks) Eric Peterson Amazon Price: $16.47
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Customer Reviews:
Total reviews: 17 Average rating: 5.0 of 5

Editorial Review:

In order to establish and then maintain a successful presence on the Web, designing a creative site is only half the battle. What good is an intricate Web infrastructure if you're unable to measure its effectiveness? That's why every business is desperate for feedback on their site's visitors: Who are they? Why do they visit? What information or service is most valuable to them?

Unfortunately, most common Web analytics software applications are long on functionality and short on documentation. Without clear guidance on how these applications should be integrated into the greater Web strategy, these often expensive investments go underused and underappreciated.

Enter "Web Site Measurement Hacks," a guidebook that helps you understand your Web site visitors and how they contribute to your business's success. It helps organizations and individual operators alike make the most of their Web investment by providing tools, techniques, and strategies for measuring--and then improving--their site's usability, performance, and design. Among the many topics covered, you'll learn:

definitions of commonly used terms, such as "key performance indicators" (KPIs)

how to drive potential customers to action

how to gather crucial marketing and customer data

which features are useful and which are superfluous

advanced techniques that senior Web site analysts use on a daily basis

By examining how real-world companies use analytics to their success, "Web Site Measurement Hacks" demonstrates how you, too, can accurately measure your Web site's overall effectiveness. Just as importantly, it bridges the gulf between the technical teams charged with maintaining your Web'sinfrastructure and the business teams charged with making management decisions.

It's the technology companion that every site administrator needs.

Google: Top 100 Simplified Tips & Tricks (Top 100 Simplified Tips & Tricks)

Joe Kraynak

Google: Top 100 Simplified Tips & Tricks (Top 100 Simplified Tips & Tricks) Joe Kraynak Amazon Price: $13.59
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By: Visual
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Customer Reviews:
Total reviews: 6 Average rating: 4.0 of 5

A Keeper for Google Users 5 out of 5 stars.
10 of 13 people found this review helpful.

The "Read less-Learn More" Visual series from Wiley Publishing suits this reviewer just fine. These books, usually priced under $20, are chock full of great information presented in two-page spreads featuring full-color screen shots. Google: Top 100 Simplified Tips & Tricks is the latest in the "Read Less-Learn More Visual" line and it is a keeper. The concise, step-by-step tips and tricks, are on side columns and connect to the screen shots with arrows. It is very easy to follow. Each tip features a meter showing the difficulty level. Almost all the tips introduce a new skills or task or combines multiple skills requiring in-depth knowledge; 2 and 3 respectively on a 4-point scale. At the bottom right of each spread are tips and trivia such as: "Try This", "Did You Know?", and "More Options!". The author, Joe Kraynak, writes in an easy-to-read style and he often provides examples which you can follow through the screen shots and accompanying tips. The screen shots are from Microsoft Internet Explorer's browser and only the toolbar differs from those of other browsers (I use Mozilla) but don't let that bother you.

Google: Top 100 Simplified Tips & Tricks is organized into ten chapters each of which contains ten tips or tricks (Kraynak keeps it simple). The chapters are: 1) Maximize Google Search Options; 2) Search for Images, Video Clips, and Other File Types; 3) Tap the Power of Google's Reference Tools; 4) Enhance Your Browser with Google Tools; 5) Get Your News Through Google News; 6) Explore the Local Scene with Google; 7) Save Money with Google's Froogle; 8) Read and Post Messages in Discussion Forums; 9) Create and Maintain Your Blog; 10) Explore the Power of Google Labs Tools. One chapter that I found intriguing was on creating one's own Blog. I had no idea that creating a blog was relatively easy and there are helpful tips on how to keep it current and attract readers.

Those of us who are Google afficionados will appreciate Google: Top 100 Simplified Tips & Tricks as it will help you be more efficient and productive. I found some of the tips to be quite elementary but there is good information for any level Google user. My copy has sticky tabs sticking out the side to mark helpful tips. Computer books can be pricey but this full color, well designed and produced book is a real value at less than $20.

Editorial Review:

  • Packed with step-by-step techniques to help boost search efficiency and save time
  • Easy-to-follow two-page tutorials demonstrate how to maximize Google search options, exploit the power of Google reference tools, accessorize a Web browser with Google, explore Froogle, and more
  • Google is the world's leading search engine, with more than 4 billion Web pages indexed and more than 200 million queries a day

Flexible Rails: Flex 3 on Rails 2

Peter Armstrong

Flexible Rails: Flex 3 on Rails 2 Peter Armstrong Amazon Price: $29.69
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Customer Reviews:
Total reviews: 11 Average rating: 5.0 of 5

Solid 5 out of 5 stars.
3 of 4 people found this review helpful.

I wasn't sure whether a mixed-technologies book would be adequate for both reading and reference, especially with two technologies. As both a software engineer and a moonlighting instructor this book was an easy read from the start. Mr. Armstrong explores both Flex 3 and Rails 2 with enough background information on both technologies to get a reader ready to code--and that was just Chapter...err...Iteration 1. The second iteration begins with coding (Hello World) and it doesn't stop. This is a must for your coding library and makes a great textbook for students who enrolled in courses geared toward building web and Rich Internet Applications.

Editorial Review:

Flexible Rails is a unique, application-based guide for using Ruby on Rails 2 and Adobe Flex 3 to build rich Internet applications (RIAs). It is not an exhaustive Ruby on Rails or Flex reference. Instead, it is an extensive tutorial in which the reader builds multiple iterations of an interesting RIA using Flex and Rails together.

Author Peter Armstrong walks readers through eleven iterations in which the sample application--pomodo--is variously built, refactored, debugged, sliced, diced and otherwise explored from every conceivable angle with respect to Ruby on Rails and Adobe Flex. The book unfolds both the application and the Flex-on-Rails approach side-by-side.

.NET and COM: The Complete Interoperability Guide

Adam Nathan

.NET and COM: The Complete Interoperability Guide Adam Nathan Amazon Price: $44.16
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Customer Reviews:
Total reviews: 20 Average rating: 4.5 of 5

Editorial Review:

The focus of the book is on COM Interoperability (since it's a much larger subject), and the heart of the discussion is broken down into four parts:

  • Using COM Components Within the .NET Framework
  • Using .NET Framework Components from COM
  • Designing Good .NET Framework Components for COM Clients
  • Designing Good COM Components for .NET Framework Clients

The scope of the book is just about everything related to using "unmanaged code" in the .NET Framework. Technologies built on top of COM Interoperability are also covered-Interoperability of Windows Forms Controls and ActiveX controls, Interoperability with COM+, and Interoperability with Distributed COM (DCOM). Although Platform Invocation Services is a separate technology from COM Interoperability, there are many areas of overlap, so including in the book is a natural fit. All of these technologies are a core part of the Common Language Runtime and .NET Framework, and will likely be used not only as the path of migration for existing software projects, but for brand new software development for the next several years.


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