November 2009
Intermediate to advanced
432 pages
11h 18m
English
Content preview from Google Advertising Tools, 2nd EditionBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Action Items
To master the Zen of AdWords and get the most out of your AdWords account (and advertising budget), you should:
Understand the five steps to AdWords conversion, considered from the viewpoint of your prospective customers
Make sure you have an appropriate offering at each step of the AdWords process that corresponds to the steps taken by visitors
Use the Keyword Tool to find new keyword possibilities
Start with high initial bids so that you get a lot of impressions and have enough data to see what works
Create variations for each of your ads
Create simple, but effective, landing pages
Track which ads and keywords work, and which don’t
Iterate, repeat, and keep testing and changing
Consider indirection as a campaign strategy
Consider targeting the competition as a campaign strategy
Exclude sites, topics, and pages that are inappropriate for your message
Use IP exclusion to keep your competitors from clicking your ads
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.