Advanced Google Adwords

Presents strategies for writing a successful Internet advertising campaign using Google AdWords.

List of contents

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

Product details

• Authors: Brad Geddes
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 13.04.2012
• EAN: 9781118194508
• ISBN: 978-1-118-19450-8
• No. of pages: 600
• Subject: Natural sciences, medicine, IT, technology > IT, data processing > Internet