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Presents strategies for writing a successful Internet advertising campaign using Google AdWords.
List of contents
Foreword xxxi
Introduction xxxiii
Chapter 1 Understanding Search Theory 1
The Origins of Google AdWords 2
Google Enters the Arena 5
Google AdWords Select Revolutionizes PPC 6
The Psychology of Search 7
Turning Concepts into Words 8
Understanding Search Results 10
The Purpose of Ad Copy 11
Landing Pages Lead to New Customers 12
Advertising Is Not Advertising When It Is Information 14
Goal Alignment: Google vs You vs the Searcher 15
Best Practices for Applying Search Theory 17
Chapter 2 Performing Keyword Research 19
Understanding the Buying Funnel 20
Examining the Buying Funnel Phases 21
How Do Consumers Flow Through Your Buying Funnel? 22
Understanding Keywords 23
Types of Commercial Keywords 24
Finding Keyword Ideas 26
How Many Keywords Should You Have in Your Account? 29
Creating Keyword Lists 31
Using Long-Tail Keywords 33
Wide vs Deep Keywords 35
Discerning Keyword Match Types 36
Broad Match 37
Modified Broad Match 38
When Should You Use Broad Match? 40
Phrase Match 40
Exact Match 42
Variation Match 43
Which Match Type Is Best? 44
Using Negative Match 46
Implementing Negative Keywords 46
Negative Broad Match 49
Negative Phrase Match 50
Negative Exact Match 51
Putting Negative and Positive Keywords Together 52
Researching Negative Keywords 53
Using Advanced Organizational Techniques 55
Adding Multiple Match Types to the Same Ad Group 55
Restricting Match Types by Ad Group 56
Restricting Match Types by Campaign 56
Taking Control of Your Ad Display 57
Best Practices for Conducting Keyword Research 58
Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59
AdWords Keyword Planner 60
Generating Keyword Ideas 61
Advanced Options and Filters 65
Ad Group and Keyword Ideas 69
Traffic Estimates 76
AdWords Keyword Planner vs Third-Party Keyword Tools 82
Google Trends 83
What Services Should You Offer? 85
Determining Your Messaging 87
Determining Consumer Interest 88
Bing Ads Intelligence 89
Best Practices for Using Keyword Tools 90
Chapter 4 Writing Compelling Ads 93
Do Your Ads Reflect the Search Query? 94
Writing Effective Ads 96
Calls to Action 97
Touching the Emotional Core 98
Following Google's Editorial Guidelines 99
Character Lengths 99
Editorial Requirements 100
Developing Unique Selling Propositions 102
Distinguishing Features and Benefits 103
Benefits, Features, and the Buying Funnel 104
When to Use a Feature vs a Benefit 105
Employing Themes That Get Clicks 106
Utilizing Numbers in Ads 107
How Strong Is Your Call to Action? 110
Writing Informational Ad Copy 111
Utilizing Negative Ad Copy 114
Do Not Forget the Display URL 114
Controlling Your Mobile Ads 116
Spicing Up Your Ads with Ad Extensions 118
Sitelink Extensions 118
Call Extensions 125
Additional Extensions 127
Limited Betas for New Extensions 129
Showcasing Your Products with PLAs 129
Following the Law: Trademarks 131
Trademark Exceptions 134
The Quest for the
About the author
AdWords expert
Brad Geddes is an Internet marketing consultant and the first and only Advanced AdWords Seminar leader that Google selected to conduct seminars for top businesses. He has advised companies such as Amazon, Red Lobster, Encyclopedia Britannica, and other Fortune 500 companies.
Summary
The ultimate guide to Google AdWords is fully updated for its third edition This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies.
