Advanced Google AdWords™

Advanced Google AdWords™

Released April 2010
Publisher(s): Sybex
ISBN: 9780470500231

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Book 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 Google 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.

Improve Your Profits and Strategies

While this book gives advanced insight into every aspect of using AdWords to create and manage successful marketing campaigns, this books two mantra words are profits and strategies.

Advanced Google AdWords will help you create strategies to improve many aspects of your marketing including:

  • Choosing and organizing keywords based upon user intent so your ads and landing pages are always relevant to the searcher.
  • Controlling under which conditions your ad shows so you can save money and increases your conversion rate.
  • Write ads that increase not just click-through-rates and profits
  • Understanding quality score so that you can monitor and increase your quality score
  • Learn how to set bids based upon ROI, time of day, profits, geography, and more
  • Strategies for organizing your account based upon your goals
  • Conversion tracking strategies to learn what parts of your account lead to sales
  • Master testing ad copy and landing pages
  • Follow step-by-step instructions to create action plans so you can easily monitor and manage your campaigns.
  • Learn how to tame the content network so you can profitable expand your advertising goals.

Advanced Google 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, an AdWords coupon, and praise quotes from PPC industry notables.

Inside you will receive your free bonuses:

  • A $25 coupon for Google AdWords
  • Up to $50 off any officially supported Google AdWords Seminar for Success hosted by Brad Geddes
  • Up to $100 off CertifiedKnowledge.com's online training and tools program

Table of contents

  1. Cover
  2. Title Page
  3. Praise for Advanced Google AdWords
    1. Praise for Advanced Google AdWords
  4. Copyright
  5. Publisher's Note
  6. Dedication
  7. Acknowledgments
  8. About the Author
  9. Foreword
  10. Introduction
    1. Who Should Read This Book
    2. What Is Covered in This Book
    3. The Companion Website
    4. How to Contact the Author
  11. Chapter 1: Understanding Search Theory
    1. The Origins of Google AdWords
    2. The Psychology of Search
    3. Goal Alignment: Google vs. You vs. the Searcher
    4. Best Practices for Applying Search Theory
  12. Chapter 2: Keyword Research
    1. Understanding the Buying Funnel
    2. Understanding Keywords
    3. Discerning Keyword Match Types
    4. Using Negative Keywords
    5. Taking Control of Your Ad Display
    6. Best Practices for Conducting Keyword Research
  13. Chapter 3: Keyword Tools: Extracting Valuable Data from Google
    1. AdWords Keyword Tool
    2. Using Google’s Search-Based Keyword Tool
    3. Google Sets
    4. Google Trends
    5. Google Insights for Search
    6. Google Labs and Microsoft adCenter Labs
    7. Best Practices for Using Keyword Tools
  14. Chapter 4: Writing Compelling Ads
    1. Do Your Ads Reflect the Search Query?
    2. Writing Effective Ads
    3. Following Google’s Editorial Guidelines
    4. Developing Unique Selling Propositions
    5. Distinguishing Features and Benefits
    6. Employing Themes That Get Clicks
    7. Following the Law: Trademarks
    8. The Quest for the Holy Grail of Advertising
    9. Best Practices for Writing Compelling Ads
  15. Chapter 5: Landing Pages That Convert Searchers into Buyers
    1. Does Your Landing Page Answer the Searcher’s Question?
    2. Everything about Destination URLs
    3. Choosing Landing Pages That Increase Conversion Rates
    4. Employing Usability, Trust, and Web Technology to Increase Your Conversion Rates
    5. Best Practices for Landing Pages
  16. Chapter 6: Advanced Optimization Techniques
    1. Optimizing for Traffic
    2. Optimizing for Conversions
    3. Best Practices for Advanced Optimization Techniques
  17. Chapter 7: Demystifying Quality Score
    1. What Is Quality Score?
    2. Viewing Your Quality Score
    3. Landing Page Quality: Making Your Pages Relevant
    4. Estimating Your First Page Bid
    5. Understanding the Content Network Quality Score
    6. Creating Highly Relevant Ad Groups
    7. What to Do if Your Quality Score Drops
    8. Quality Score FAQs
    9. Best Practices for Optimizing Quality Scores
  18. Chapter 8: Beyond Text: Image, Video, and Mobile Ads
    1. Beyond the Desktop: Creating Mobile Ads
    2. Beyond Static Text: Creating Rich Media Ads
    3. Using Google’s Display Ad Builder
    4. Best Practices for Employing Image, Video, and Mobile Ads
  19. Chapter 9: Understanding the Content Network
    1. What Is the Content Network?
    2. Creating a Successful Content Network Campaign
    3. Smart Pricing: Why Cost per Conversion Is the Best Metric to Measure Success
    4. Learning How the Content Network Is Performing for You
    5. Managing Automatic Placements
    6. Placement Targeting: Choosing Which Content Sites Display Your Ads
    7. Best Practices for the Content Network
  20. Chapter 10: Advanced Content Network Techniques
    1. Enhancing Your Content Campaigns
    2. Setting Different Bids By Demographics
    3. Creating Scenarios to Understand and Reach Your Targeted Audience
    4. How to Write Effective Content Ads
    5. Google Ad Planner: Free Access to Expensive Data
    6. Best Practices for Advanced Content Network Usage
  21. Chapter 11: Advanced Geographic Targeting
    1. What Is Geographic Targeting?
    2. Reaching Users in Specific Locations
    3. Treating Locals and Non-locals Differently in Your Ad Copy
    4. Viewing Geographic Results
    5. Geographic Performance Reports
    6. Best Practices for Geographic Targeting
  22. Chapter 12: Save Time and Scale Accounts with the AdWords Editor
    1. AdWords Editor Overview
    2. How to Scale Your Account
    3. Optimizing Content with the AdWords Editor
    4. Best Practices for Using the AdWords Editor
  23. Chapter 13: Profitable Bid Strategies
    1. Setting Your Marketing Goals
    2. Measuring Results with Google’s Conversion Tracking Code
    3. AdWords Bidding Options
    4. Profitable Bidding Strategies
    5. Calculating Your Max CPC
    6. Position Preference: Controlling Where Your Ad Is Displayed
    7. Ad Scheduling: Automatically Changing Bids by Time Periods
    8. Understanding Attribution Management
    9. Examining AdWords Reports to Make ROI Bid Decisions
    10. Best Practices for Utilizing Profitable Bid Strategies
  24. Chapter 14: Successful Account Organization Strategies
    1. What Is an AdWords Account?
    2. Developing A Successful Campaign Structure
    3. Organizing an Ad Group to Increase CTR and Conversion Rates
    4. Best Practices for Account Organization Strategies
  25. Chapter 15: Testing Techniques That Will Increase Profits
    1. Testing Is Essential to Increasing Profits
    2. How to Test Ad Copy to Increase Conversions
    3. Ad Copy Themes to Spark Your Creativity
    4. How to Test Landing Pages to Increase Conversions
    5. Testing Profit per Click and Profit per Impression
    6. Best Practices for Testing Techniques That Will Increase Profits
  26. Chapter 16: AdWords Reports: How to Extract Actionable Information
    1. Choosing General AdWords Report Settings
    2. Using Reports to Optimize Your Account
    3. Best Practices for Using AdWords Reports
  27. Chapter 17: Step by Step: Create and Monitor Your AdWords Account
    1. Before You Create Your Account
    2. Creating Campaigns
    3. Optimizing Ongoing Campaigns
    4. Best Practices for Creating and Managing Your AdWords Account
  28. Glossary
  29. Index
  30. Advertisement

Product information

  • Title: Advanced Google AdWords™
  • Author(s):
  • Release date: April 2010
  • Publisher(s): Sybex
  • ISBN: 9780470500231