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Google AdWords

Google AdWords

by Anastasia Holdren
Publisher: O'Reilly Media, Inc.
Release Date: November 2011
ISBN: 9781449314811
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Book Description

Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.

Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge.

  • Learn the advantages of proper account structure based on tightly knit themes
  • Understand AdWords auction and the importance of keyword Quality Score
  • Determine your preferred bidding model and daily ad budget
  • Evaluate campaign performance by timeframe, keyword, and other criteria
  • Hone your keyword list whenever search queries trigger your ads
  • Add negative keywords to filter out irrelevant queries
  • Outperform competitors and organic search results with targeted ad copy
  • Determine conversion goals, and use AdWords tools to track them

Table of Contents

  1. Dedication
  2. Foreword
  3. Preface
    1. Terminology Used in This Book
    2. Conventions Used in This Book
    3. Attribution and Permissions
    4. Safari® Books Online
    5. How to Contact Us
    6. Acknowledgments
  4. 1. Getting Started
    1. Introduction to Google AdWords
    2. Where Ads Can Appear
      1. Google’s Networks
    3. Creating a Google Account
    4. Creating an AdWords Account
    5. Managing Account Access
    6. Setting Up Your First Campaign
  5. 2. Understanding the Auction
    1. How the AdWords Auction Works
    2. What Is Quality Score?
    3. Why Does Quality Matter?
    4. How Is Quality Score Calculated?
    5. Where to Find Quality Score
    6. How to Improve Quality Score
  6. 3. Account Structure
    1. How AdWords Accounts Are Organized
    2. Why Structure Matters
    3. Your Organization Strategy
      1. Service Providers
      2. Brick and Mortar—Non-Ecommerce
      3. Ecommerce
    4. Common Pitfalls
      1. Pitfall 1: Duplicate Keywords
      2. Pitfall 2: Competing, Non-Duplicate Keywords
      3. Pitfall 3: Budget Hogs
  7. 4. Navigating Your Account
    1. Interface Overview
      1. Home Tab
      2. Campaigns Tab
        1. The Tree View
        2. The Roll-Up Tabs
          1. Campaigns Roll-Up Tab
          2. Ad Groups Roll-Up Tab
          3. Settings Roll-Up Tab
          4. Ads Roll-Up Tab
          5. Keywords Roll-Up Tab
          6. Dimensions Roll-Up Tab
        3. Display Network Roll-Up Tab
        4. Ad Extensions Roll-Up Tab
        5. Autotargets Roll-Up Tab
      3. Opportunities
        1. Ideas
        2. Campaign Bid Simulator
        3. Analyze Competition
      4. Tools and Analysis
        1. Change History
        2. Ad Preview and Diagnosis
      5. Billing
        1. Transaction History
        2. Billing Settings
        3. Billing Profile
      6. My account
        1. Account Access
        2. Notification Settings
        3. Preferences
    2. That’s the Tour!
  8. 5. Campaign Settings
    1. Introduction to Campaign Settings
    2. Locations and Languages
      1. Location Targeting
        1. Advanced Location Options
      2. Languages
    3. Networks and Devices
    4. Bidding and Budget
      1. Delivery Method
    5. Ad Extensions
    6. Advanced Settings
      1. Schedule: Start Date, End Date, Ad Scheduling
      2. Ad Delivery: Ad Rotation, Frequency Capping
      3. Demographic
      4. Social Settings
      5. Keyword Matching Options
      6. Automatic Campaign Optimization (Display Network only)
      7. Experiment
      8. IP Exclusions
  9. 6. Keywords
    1. How Keywords Fit Into the AdWords Auction
      1. Organizing Keywords
    2. Keyword Match Types
      1. Broad Match
      2. Broad Match Modifier
      3. Phrase Match
      4. Exact Match
    3. Negative Keywords
      1. Negative Phrase-Matched Keywords
      2. Negative Exact-Matched Keywords
      3. Which Match Types Are Best?
    4. Keyword Rules and Editorial Guidelines
    5. How to Manage Keywords
      1. Editing with Google Spreadsheets
      2. Keyword Status
      3. Managing Negative Keywords
    6. Keyword Details Reports
    7. How to Use the Keyword Tool
    8. Using Google Insights for Search
  10. 7. Writing Ads
    1. Ad Text Requirements
    2. AdWords Ad Policies
    3. How to Create and Edit Ads
    4. How to Write Powerful Ads
    5. How to Use Dynamic Keyword Insertion
  11. 8. Making Ads Stand Out
    1. Ad Extensions
    2. Location Extensions
      1. Location Extensions Versus AdWords Express
    3. Product Extensions
    4. Sitelinks
    5. Call Extensions
    6. Social Extensions
    7. Mobile App Extensions
  12. 9. The Google Display Network
    1. Introduction to the GDN
    2. The Display Network Tab
      1. Display Keywords
      2. Placements
      3. Topics
      4. Interests & Remarketing
    3. Display Campaigns Tools
      1. The Placement Tool
      2. DoubleClick Ad Planner
      3. Contextual Targeting Tool
    4. Top 10 GDN Tips
  13. 10. Additional Ad Formats
    1. Image and Flash Ads
      1. The Display Ad Builder
    2. Video Ads
    3. Mobile Ads
    4. Image and Video Tips
  14. 11. Bids, Budgets, and Billing, Oh My
    1. How Bidding Works
      1. Manual Maximum CPC bidding
      2. Automatic Bidding
      3. Enhanced CPC Bidding
      4. CPM Bidding
      5. Conversion Optimizer
      6. AdWords Discounter and Smart Pricing
    2. How to Decide What to Bid
    3. Understanding Billing Options
    4. Applying Promotional Credits
    5. Monthly Invoicing
    6. Click Fraud
  15. 12. Measuring Success
    1. What Are Your Goals?
    2. Conversion Tracking
      1. Search Funnels
    3. Google Analytics
      1. Setting Up Google Analytics
  16. 13. Agency Topics
    1. Managing AdWords Accounts for Clients
    2. The My Client Center
      1. Manager Defined Spend
    3. Third Party Policy
    4. AdWords Editor
    5. Google Engage
    6. Google Certification
    7. And Finally, Good Luck!
  17. Glossary
  18. About the Author
  19. Copyright