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Advanced Google AdWords

ISBN-10: 1118194500
ISBN-13: 9781118194508
Edition: 2nd 2012
Authors: Brad Geddes
List price: $26.99
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Description: This is the ultimate guide for those who want to move beyond AdWords basics to learn and apply the advanced techniques and tactics that Google's expert consultant teaches to Fortune 500 companies in his seminars. Advanced AdWords will provide deep  More...

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Book details

List price: $26.99
Edition: 2nd
Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 4/13/2012
Binding: Paperback
Pages: 600
Size: 7.50" wide x 10.00" long x 1.50" tall
Weight: 1.012
Language: English

This is the ultimate guide for those who want to move beyond AdWords basics to learn and apply the advanced techniques and tactics that Google's expert consultant teaches to Fortune 500 companies in his seminars. Advanced AdWords will provide deep insight into AdWords' functionality and advanced features, explaining how they work and providing tips, tactics, and hands-on tutorials that readers can immediately use on their own PPC campaigns. The second edition has been completely updated with more than 50 pages of new material on the AdWord's new and enhanced features, including targeting capabilities and remarketing, ad extensions, bidding features, tracking for analytics, video ad features, reporting features, and much more. This book gives advanced insight, direction, and strategies for every aspect of using AdWords to create and manage a successful pay-per-click marketing campaign. Expert author Brad Geddes shows readers the best tools and techniques for keyword research, including negative keywords. He delves into crucial landing page considerations, shows how to craft winning ad copy, and explores advanced PPC campaign optimization techniques, including how to optimize for a good quality score. Advanced AdWords also explores the intricacies of the Content Network and offers deep information about how to interpret reports, target internationally and locally, and effectively use the AdWords Editor for even thousands of keywords and ad copy configurations. The book then explores advanced bidding strategies, shows how to best organize and manage an AdWords account, and explains how best to test everything from landing pages to ad copy. Finally, the book concludes with detailed chapters on understanding, interpreting, and acting upon the detailed AdWords reports so that readers can confidently make decisions that will positively impact their own campaign. Advanced AdWords is the ultimate step-by-step guide for developing advanced AdWords expertise. It is detailed, in-depth, and full of insights, techniques, tips, tactics and fascinating real-world case studies. The book will have very high visibility in the PPC community as it will feature a foreword from a Google AdWords insider, a $75 AdWords coupon, and praise quotes from PPC industry notables.

Foreword
Introduction
Understanding Search Theory
The Origins of Google AdWords
The Psychology of Search
Goal Alignment: Google vs. You vs. the Searcher
Best Practices for Applying Search Theory
Keyword Research
Understanding the Buying Funnel
Understanding Keywords
Discerning Keyword Match Types
Using Negative Keywords
Advanced Organizational Techniques
Taking Control of Your Ad Display
Best Practices for Conducting Keyword Research
Keyword Tools: Extracting Valuable Data from Google
AdWords Keyword Tool
Traffic Estimator
Google Trends
Google Insights for Search
Microsoft Advertising Intelligence
Best Practices for Using Keyword Tools
Writing Compelling Ads
Do Your Ads Reflect the Search Query?
Writing Effective Ads
Following Google's Editorial Guidelines
Developing Unique Selling Propositions
Distinguishing Features and Benefits
Employing Themes That Get Clicks
Spicing Up Your Ads with Ad Extensions
Following the Law: Trademarks
The Quest for the Holy Grail of Advertising
Best Practices for Writing Compelling Ads
Landing Pages That Convert Searchers into Buyers
Does Your Landing Page Answer the Searcher's Question?
Everything about Destination URLs
Choosing Landing Pages That Increase Conversion Rates
Employing Usability, Trust, and Web Technology
Best Practices for Landing Pages
Advanced Optimization Techniques
Optimizing for Traffic
Optimizing for Conversions
Best Practices for Advanced Optimization Techniques
Demystifying Quality Score
What Is Quality Score?
Viewing Your Quality Score
Landing Page Quality: Making Your Pages Relevant
Estimating Your First Page Bid
Understanding the Display Network Quality Score
Creating Highly Relevant Ad Groups
What to Do if Your Quality Score Drops
Quality Score FAQs
Best Practices for Optimizing Quality Scores
Beyond Text: Image, Video, and Mobile Ads
Beyond the Desktop: Creating Mobile Ads
Beyond Static Text: Creating Rich Media Ads
Using Google's Display Ad Builder
Best Practices for Employing Image, Video, and Mobile Ads
Understanding the Display Network
What Is the Display Network?
Creating a Successful Display Network Campaign
Smart Pricing: Measure Success with Cost Per Conversion
Learning How the Display Network Is Performing for You
Managed Placements: Choosing Which Display Sites Show Your Ads
Best Practices for the Display Network
Advanced Display Network Techniques
Enhancing Your Display Campaigns
Setting Different Bids by Demographics
Remarketing
Topic and Interest Targeting
Creating Scenarios to Understand and Reach Your Target Audience
Write Effective Display Ads
DoubleClick Ad Planner: Free Access to Expensive Data
Best Practices for Advanced Display Network Usage
Advanced Geographic Targeting
What Is Geographic Targeting?
Reaching Users in Specific Locations
Location Targeting Considerations
Treating Locals and Nonlocals Differently in Your Ad Copy
Viewing Geographic Results
Geographic Performance Reports
Best Practices for Geographic Targeting
Save Time and Scale Accounts with the AdWords Editor
AdWords Editor Overview
How to Scale Your Account
Optimizing Display with the AdWords Editor
Best Practices for Using the AdWords Editor
Profitable Bid Strategies
Setting Your Marketing Goals
Measuring Results with Google's Conversion Tracking Code
Exploring AdWords Bidding Options
Profitable Bidding Strategies
Calculating Your Max CPC
Ad Scheduling: Automatically Changing Bids by Time Periods
Understanding Attribution Management
Examining AdWords Reports to Make ROAS Bid Decisions
Best Practices for Utilizing Profitable Bid Strategies
Successful Account Organization Strategies
What Is an AdWords Account?
Developing a Successful Campaign Structure
Organizing an Ad Group to Increase CTR and Conversion Rates
Best Practices for Account Organization Strategies
Testing Techniques That Will Increase Profits
Testing Is Essential to Increasing Profits
Testing Ad Copy to Increase Conversions
Ad Copy Themes to Spark Your Creativity
Testing Landing Pages to Increase Conversions
Testing Profit per Click and Profit per Impression
AdWords Campaign Experiments
Best Practices for Testing Techniques That Will Increase Profits
AdWords Reports: Extracting Actionable Information
Choosing General AdWords Report Settings
Using Reports to Optimize Your Account
Custom Alerts
Best Practices for Using AdWords Reports
Step by Step: Create and Monitor Your AdWords Account
Before You Create Your Account
Creating Campaigns
Optimizing Ongoing Campaigns
Best Practices for Creating and Managing Your AdWords Account
Glossary
Index

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