Advanced Google AdWords

Title:

Personal Author:

Geddes, Brad

Edition:

2nd ed.

Publication Information:

Indianapolis, Ind. : John Wiley & Sons, 2012.

Physical Description:

xxiv, 573 p. : ill ; 24 cm.

ISBN:

9781118194508

General Note:

Includes index.

Subject Term:

Internet advertising.

Internet marketing.

Available:*

Library	Item Barcode	Call Number	Material Type	Item Category 1	Status
Searching... PSZ KL	30000010239981	HF6146 .I58 G43 2012	Open Access Book	Book	Searching... Unknown

Summary

Master every aspect of the powerful Google AdWords platform with this one-of-a-kind guide

AdWords expert Brad Geddes, the first and only Advanced AdWords Seminar leader for Google, shares his detailed instruction and insights to get new users up and running quickly and teach AdWords pros some slick new tricks. This must-have new edition offers 50+ pages of fresh material on such topics as retargeting, tracking for analytics, video ad features, ad extensions, and much more.

The ultimate guide to advanced Google AdWords techniques authored by a respected AdWords expert who is the Advanced AdWords Seminar leader for Google and a well-known internet marketing consultant Offers insight, direction, and strategies for using every aspect of AdWords to create and manage successful pay-per-click marketing campaigns Goes well beyond the basics and offers tips and tactics that you can apply immediately to your own campaigns Updated and better-than-ever Second Edition features 50+ pages of new material, including targeting capabilities and remarketing, ad extensions, bidding features, tracking for analytics, video ad features, reporting features, and more Provides busy marketers, consultants, PR professionals, web developers, and others with an invaluable, step-by-step guide to keep on hand Includes a Google Adwords coupon

If you want to drive the traffic you choose to your website, then this is the guide to get you there.

Author Notes

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (CertifiedKnowledge.org) and writes a column for Search Engine Land . He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, Afri-Tech, and many others.

Foreword	p. xix
Introduction	p. xxi
Chapter 1 Understanding Search Theory	p. 1
The Origins of Google AdWords	p. 2
The Psychology of Search	p. 7
Goal Alignment: Google vs. You vs. the Searcher	p. 15
Best Practices for Applying Search Theory	p. 17
Chapter 2 Keyword Research	p. 19
Understanding the Buying Funnel	p. 20
Understanding Keywords	p. 23
Discerning Keyword Match Types	p. 36
Using Negative Keywords	p. 45
Advanced Organizational Techniques	p. 52
Taking Control of Your Ad Display	p. 54
Best Practices for Conducting Keyword Research	p. 55
Chapter 3 Keyword Tools: Extracting Valuable Data from Google	p. 57
AdWords Keyword Tool	p. 58
Traffic Estimator	p. 72
Google Trends	p. 74
Google Insights for Search	p. 76
Microsoft Advertising Intelligence	p. 81
Best Practices for Using Keyword Tools	p. 82
Chapter 4 Writing Compelling Ads	p. 85
Do Your Ads Reflect the Search Query?	p. 86
Writing Effective Ads	p. 88
Following Google's Editorial Guidelines	p. 91
Developing Unique Selling Propositions	p. 93
Distinguishing Features and Benefits	p. 94
Employing Themes That Get Clicks	p. 98
Spicing Up Your Ads with Ad Extensions	p. 108
Following the Law: Trademarks	p. 113
The Quest for the Holy Grail of Advertising	p. 116
Best Practices for Writing Compelling Ads	p. 118
Chapter 5 Landing Pages That Convert Searchers into Buyers	p. 119
Does Your Landing Page Answer the Searcher's Question?	p. 120
Everything about Destination URLs	p. 122
Choosing Landing Pages That Increase Conversion Rates	p. 131
Employing Usability, Trust, and Web Technology	p. 142
Best Practices for Landing Pages	p. 158
Chapter 6 Advanced Optimization Techniques	p. 161
Optimizing for Traffic	p. 162
Optimizing for Conversions	p. 174
Best Practices for Advanced Optimization Techniques	p. 188
Chapter 7 Demystifying Quality Score	p. 191
What Is Quality Score?	p. 192
Viewing Your Quality Score	p. 199
Landing Page Quality: Making Your Pages Relevant	p. 202
Estimating Your First Page Bid	p. 205
Understanding the Display Network Quality Score	p. 207
Creating Highly Relevant Ad Groups	p. 209
What to Do if Your Quality Score Drops	p. 212
Quality Score FAQs	p. 218
Best Practices for Optimizing Quality Scores	p. 220
Chapter 8 Beyond Text: Image, Video, and Mobile Ads	p. 223
Beyond the Desktop: Creating Mobile Ads	p. 224
Beyond Static Text: Creating Rich Media Ads	p. 231
Using Google's Display Ad Builder	p. 239
Best Practices for Employing Image, Video, and Mobile Ads	p. 243
Chapter 9 Understanding the Display Network	p. 245
What Is the Display Network?	p. 246
Creating a Successful Display Network Campaign	p. 249
Smart Pricing: Measure Success with Cost Per Conversion	p. 257
Learning How the Display Network Is Performing for You	p. 259
Managed Placements: Choosing Which Display Sites Show Your Ads	p. 265
Best Practices for the Display Network	p. 273
Chapter 10 Advanced Display Network Techniques	p. 275
Enhancing Your Display Campaigns	p. 276
Setting Different Bids by Demographics	p. 287
Remarketing	p. 292
Topic and Interest Targeting	p. 305
Creating Scenarios to Understand and Reach Your Target Audience	p. 308
Write Effective Display Ads	p. 310
DoubleClick Ad Planner: Free Access to Expensive Data	p. 312
Best Practices for Advanced Display Network Usage	p. 319
Chapter 11 Advanced Geographic Targeting	p. 321
What Is Geographic Targeting?	p. 322
Reaching Users in Specific Locations	p. 326
Location Targeting Considerations	p. 333
Treating Locals and Nonlocals Differently in Your Ad Copy	p. 340
Viewing Geographic Results	p. 346
Geographic Performance Reports	p. 348
Best Practices for Geographic Targeting	p. 350
Chapter 12 Save Time and Scale Accounts with the AdWords Editor	p. 353
AdWords Editor Overview	p. 354
How to Scale Your Account	p. 362
Optimizing Display with the AdWords Editor	p. 373
Best Practices for Using the AdWords Editor	p. 374
Chapter 13 Profitable Bid Strategies	p. 377
Setting Your Marketing Goals	p. 378
Measuring Results with Google's Conversion Tracking Code	p. 379
Exploring AdWords Bidding Options	p. 386
Profitable Bidding Strategies	p. 390
Calculating Your Max CPC	p. 401
Ad Scheduling: Automatically Changing Bids by Time Periods	p. 406
Understanding Attribution Management	p. 416
Examining AdWords Reports to Make ROAS Bid Decisions	p. 418
Best Practices for Utilizing Profitable Bid Strategies	p. 421
Chapter 14 Successful Account Organization Strategies	p. 423
What Is an AdWords Account?	p. 424
Developing a Successful Campaign Structure	p. 429
Organizing an Ad Group to Increase CTR and Conversion Rates	p. 445
Best Practices for Account Organization Strategies	p. 446
Chapter 15 Testing Techniques That Will Increase Profits	p. 449
Testing Is Essential to Increasing Profits	p. 450
Testing Ad Copy to Increase Conversions	p. 450
Ad Copy Themes to Spark Your Creativity	p. 451
Testing Landing Pages to Increase Conversions	p. 462
Testing Profit per Click and Profit per Impression	p. 484
AdWords Campaign Experiments	p. 486
Best Practices for Testing Techniques That Will Increase Profits	p. 489
Chapter 16 AdWords Reports: Extracting Actionable Information	p. 491
Choosing General AdWords Report Settings	p. 492
Using Reports to Optimize Your Account	p. 497
Custom Alerts	p. 509
Best Practices for Using AdWords Reports	p. 511
Chapter 17 Step by Step: Create and Monitor Your AdWords Account	p. 513
Before You Create Your Account	p. 514
Creating Campaigns	p. 516
Optimizing Ongoing Campaigns	p. 524
Best Practices for Creating and Managing Your AdWords Account	p. 539
Glossary	p. 541
Index	p. 547

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Summary

Summary

Author Notes

Table of Contents