book

Google Advertising Tools

Name: Google Advertising Tools
Author: Harold Davis
ISBN: 9780596101084

by Harold Davis

January 2006

Beginner to intermediate

366 pages

11h 42m

English

O'Reilly Media, Inc.

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Preface
OrganizationAssumptionsAbout the ExamplesConventions Used in This BookUsing Code ExamplesHow to Contact UsSafari EnabledAcknowledgments
I. Making Money with Your Web Site
1. Build It and They Will Come: Creating Popular Web Sites
1.1. The Taxonomy of Success1.1.1. Funny Web Destinations1.1.2. Useful Free Services and Software1.1.3. Magazines and Newspapers1.1.4. The Blogosphere1.1.5. Practical Information: Content Sites and Niches1.1.6. E-Commerce Sites1.1.7. Great Communities1.2. Popular Sites: Using Alexa1.3. How Much Content Is Enough?1.4. Presenting Content1.4.1. Page and Site Design1.4.2. Page Size1.4.3. Separating Content from Design1.4.4. Keeping Content Fresh1.4.5. Positioning Ads1.5. Content Architecture1.5.1. Server-Side Includes1.5.2. PHP Includes1.5.3. Optimal Include Layout1.6. Action Items
2. Driving Traffic to Your Site
2.1. Creating a Plan and a Story2.1.1. The Elevator Pitch2.1.2. Creating a Checklist2.1.3. Naming Your Site2.2. Submitting Your Sites to Search Engines2.2.1. Important Search Engines for Submission2.2.2. Submission Tools2.3. Working with Directories2.3.1. Understanding Taxonomies2.3.2. Getting Open Directory Project Listings2.3.3. Getting Yahoo! Directory Listings2.4. Becoming Popular2.4.1. The Best Inbound Links2.4.2. Finding Sites to Make a Link Request2.4.3. Making the Link Request2.4.3.1. Finding email addresses2.4.3.2. Emails should not spam2.5. Publishing Press Releases2.6. Syndication Feeds2.6.1. Creating Feeds2.6.2. Telling the World About Your Feed2.6.3. Submitting Feeds2.7. Using Email Lists2.7.1. Newsletters2.7.2. List Administration2.8. Action Items
3. Optimizing Sites for Search Engine Placement
3.1. How Your Site Appears to a Bot3.1.1. Images3.1.2. Links3.1.3. File Formats3.1.4. Viewing Your Site with an All-Text Browser3.2. Excluding the Bot3.2.1. The robots.txt File3.2.2. Meta Robot Tags3.3. Meta Information3.4. Creating a Site with SEO in Mind3.4.1. Site Design Principles3.4.2. Linking3.4.2.1. Inbound links3.4.2.2. Outbound links3.4.2.3. Cross links3.4.3. Pages and Keywords3.4.3.1. Page size3.4.3.2. Choosing keywords3.4.3.3. Keyword placement3.5. Avoiding Overly Aggressive SEO Practices3.5.1. Google’s Prohibitions3.5.2. Why Not to Be Overly Aggressive3.6. Action Items
4. Making Money with Affiliate Programs
4.1. Kinds of Ad Programs4.2. Understanding Affiliate Programs4.2.1. Mechanics of the Process4.2.2. Creatives4.2.3. Areas of Concern4.2.3.1. Amount of the commission4.2.3.2. Sales and commission tracking4.2.3.3. Merchant support of affiliate programs4.2.3.4. Matching affiliates with content4.3. Working with an Affiliate Program4.3.1. Affiliate Aggregators4.3.1.1. Commission Junction4.3.1.2. LinkShare4.3.2. The Amazon.com Associate Program4.4. Action Items
5. CPC Advertising
5.1. CPC Terminology5.2. Understanding Contextual Relevance5.2.1. Serving Ads5.2.2. Dollars and Cents5.3. CPC Program Vendors5.4. Placing CPC Ads on Your Site5.4.1. Signing Up5.4.2. Selecting Ad Formats5.4.3. Adding Code to Your Pages5.5. Action Items
6. Profiting from Adult Sites
6.1. Creating Adult Sites6.1.1. Legal Issues6.1.1.1. Adult web traffic and obscenity6.1.1.2. Children in pornography6.1.1.3. Celebrities6.1.2. Protecting the Children6.1.3. Adult Web Hosting6.1.4. Converting Traffic6.1.4.1. Instant gratification6.1.4.2. Product credibility6.1.4.3. Targeting content to traffic6.1.5. The Taxonomy of Desire6.2. Making Money with Advertising6.2.1. Types of Programs6.2.2. Payment Plans6.2.3. Webmaster Programs6.2.4. Finding Sponsors6.3. Publicizing Your Site6.3.1. Adult Directories6.3.2. Advertising Your Site6.3.3. Syndication6.3.4. Adult Press Releases6.4. Action Items
II. Getting the Most from AdSense
7. Understanding Google, AdSense, and AdWords
7.1. The Syntax of a Google Query7.1.1. Google Syntax and Operators7.1.2. The Rules of Simple Search7.1.3. Effective Searching7.1.4. The Google Results Page7.2. Google’s Parts7.2.1. Advanced Search7.2.2. Blogger7.2.3. Catalogs7.2.4. Code7.2.5. Directory7.2.6. Froogle7.2.7. Local7.2.8. Personalize Your Home Page7.2.9. Print7.2.10. Scholar7.3. Automated Ad Brokering: AdSense and AdWords7.4. Action Items

8. Working with AdSense
8.1. Applying for an AdSense Account8.2. Setting Account Options8.2.1. Ad Type Preference8.2.2. Filing Tax Information8.2.3. Reviewing Payment History8.3. AdSense Content and AdSense Search8.4. AdSense Ad Settings8.4.1. Getting Ad Layout Code8.4.1.1. Ad type8.4.1.2. Ad layout8.4.1.3. Color palettes8.4.1.4. Alternate URL or color8.4.1.5. Selecting a channel8.4.1.6. Putting the ad on a frame8.4.2. Grabbing the Code8.4.2.1. Ad unit example8.4.2.2. Link unit example8.4.3. Custom Ad Colors8.4.4. Using Channels8.4.5. Applying Competitive Filters8.5. AdSense Search Settings8.5.1. Web Search Boxes8.5.2. Site Search Boxes8.5.3. Getting Simple Search Code8.5.4. Working with Search Styles8.6. Action Items
9. Making Sense of AdSense
9.1. Ad Performance9.1.1. Running Reports9.1.1.1. Choosing a date range9.1.1.2. Page or unit impressions9.1.1.3. Aggregate versus channel data9.1.2. Statistics9.1.3. Downloading a CSV File9.2. Search Performance9.3. Your Earnings9.4. Tools Beyond AdSense for Tracking9.4.1. Listening to Web Logs9.4.2. Web Analytic Software9.5. Action Items
III. Working with AdWords
10. Using AdWords
10.1. Signing up for an Account10.1.1. Targeting Customers10.1.1.1. Global and national targeting10.1.1.2. Regional and city targeting10.1.1.3. Custom geographic targeting10.1.2. Creating an Ad10.1.3. Crafting an Ad10.1.4. Choosing Keywords10.1.5. Setting Pricing10.1.6. Reviewing Your Account10.1.7. Signing Up10.1.8. Providing Payment Information and Activating Your Account10.2. Creating and Editing Ad Campaigns10.2.1. Creating a New Campaign10.2.2. Editing Campaign Settings10.2.2.1. Pausing, resuming, and deleting an ad campaign10.2.2.2. The campaign summary10.3. Ad Groups10.3.1. Creating a New Ad Group10.3.2. Editing an Ad Group10.3.3. Creating an Image Ad10.4. Site Targeting10.4.1. Enabling Site Targeting10.4.2. Creating a Site-Targeted Campaign10.5. Getting a Client Manager Account10.6. Action Items
11. Improving Campaign and Ad Group Performance
11.1. Monitoring Your AdWords Activity11.1.1. Understanding Your Campaign Summary11.1.2. Drilling Down into a Campaign11.1.3. Understanding Ad Group Performance11.1.3.1. Search and content results11.1.3.2. Individual keyword results11.1.3.3. Keyword status11.1.4. Using the Ads Diagnostic Tool11.2. Optimizing Your Ads11.2.1. Keyword Tool11.2.2. Estimating Traffic11.3. Modifying Your Campaigns11.3.1. Editing Maximum CPC11.3.2. Changing Keyword Matching Options11.3.3. Editing Ad Text11.3.4. Changing Keywords11.4. Action Items
12. AdWords Reporting and Conversion Tracking
12.1. Using AdWords Reports12.1.1. Kinds of Reports12.1.2. Creating a Site / Keyword Report12.1.3. Downloading Reports12.1.4. Scheduling a Report12.1.5. Creating a Custom Report12.2. Working with Conversion Tracking12.2.1. Understanding Conversion Tracking12.2.2. Tracking PayPal Purchases12.2.2.1. Setting up a new PayPal button12.2.2.2. Modifying an existing PayPal button12.2.3. Tracking Visitors to a Crucial Page12.2.4. Cross-Channel Conversion Tracking12.3. Action Items
IV. Using the AdWords APIs
13. Understanding the AdWords API
13.1. Introducing the AdWords API13.1.1. The Ecosystem of Google APIs13.1.2. Who Can Best Benefit from the AdWords API?13.2. Working with the AdWords API Web Service13.2.1. The AdWords API WSDL Files13.2.2. SOAP13.2.3. Choosing a Programming Language13.3. The AdWords API Services13.4. Signing up for a Developer Token13.4.1. Accessing Your Own My Client Center13.4.2. Getting Your AdWords API Developer Token13.4.3. AdWords API Quotas and Usage13.5. Action Items
14. Programming the AdWords API
14.1. Using the AdWords API with PHP14.1.1. SOAP Libraries for PHP14.1.2. Downloading and Installing NuSOAP14.2. Creating the Campaign Web Service Client14.2.1. The General Pattern14.2.2. Creating the Authentication Headers14.2.3. Connecting to the WSDL File and Creating a Client Object14.2.4. Setting the Authentication Headers for the Clients14.3. Creating a Campaign14.3.1. Campaign Settings14.3.2. Adding the Campaign14.3.3. Handling Errors14.3.4. Getting the Campaign ID14.4. Creating an AdGroup14.4.1. Creating a Client Object and Setting Headers14.4.2. Creating the AdGroup14.4.3. Getting the AdGroup ID14.5. Adding an Ad14.5.1. Creating a Client Object and Setting Headers14.5.2. Generating the Creative and Making the Request14.6. Adding Keywords14.6.1. Creating a Client Object and Setting Headers14.6.2. Stringing Together the Keywords14.6.3. Making the Request14.7. Verifying Your Creation14.8. Action Items
15. Navigating the AdWords Objects Hierarchy
15.1. Working with the AdWords API Web Services15.1.1. Drilling Down15.1.2. Adding Web References15.1.3. Creating Objects Using the Proxy Classes15.2. Creating Authentication Information15.3. Iterating Through the AdWords Hierarchy15.3.1. Displaying Campaign Information15.3.2. Displaying AdGroup Information15.3.3. Showing Keywords Associated with an Ad15.3.4. Displaying Results15.4. Action Items
16. Keyword Estimation
16.1. KeywordEstimatorService Messages and Responses16.2. Keyword Requests and Estimates16.2.1. The Request Object16.2.2. The Response Object16.3. Getting User Information16.3.1. Obtaining Authentication Headers16.3.2. Getting a Keyword and Maximum CPC16.4. Returning the Keyword Estimate16.4.1. Creating a Service Object16.4.2. Using the Header Information for Authentication16.4.3. Constructing the Keyword Request16.4.4. Send a Request Message16.4.5. Displaying Information Using the Keyword Estimate16.5. Action Items
Glossary
Index
Index
About the Author
Colophon
Copyright

Content preview from Google Advertising Tools

Chapter 7. Understanding Google, AdSense, and AdWords

Google is a colossus that sits astride access to information on the World Wide Web. Ubiquitous, useful, and often imitated—but seldom equaled—Google has lent its name to a verb: to google something (or someone) is to search for the thing or person on the Web. Google is also a forward-looking corporation filled with brilliant thinkers and one of the largest companies in the world in terms of market capitalization.

The primary focus of this book is making money with the Google advertising applications: the AdSense and AdWords programs. These programs are closely related to Google’s searching technology. AdSense ads are placed on your web site depending on the context of your site (in other words, Google’s analysis of how your site is likely to be found). And AdWords ads are targeted using keywords and phrases—the same keywords and phrases used when searching for something with Google.

The close relationship between Google web searching technology and the advertising programs means that it is important to understand a little about the syntax of Google searches when working with the AdSense program or crafting AdWord campaigns. It’s not that I propose to teach you how to use Google to search in this book. Rather, you need a sense of how others may be using Google to search when they come across your sites or ads.

To get the most out of working with Google, you also need to understand the parts of Google. It’s not easy to get a grasp ...

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The Truth About Pay-Per-Click Search Advertising

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Google Advertising Tools

by Harold Davis

Chapter 7. Understanding Google, AdSense, and AdWords

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