Book description
A completely updated reference to help you get the most value out of your AdWords campaigns
Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. When your ad appears next to the search results, people can simply click your ad to learn more about you or make a purchase. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign.
Offering valuable advice, this new edition includes case studies from readers who have shared what they learned from using the techniques revealed in the first edition.
A revised and updated guide that shares invaluable advice for maximizing your AdWords campaign
Discusses changes to the AdWords interface as well as best practices in split testing, opt-in landing page structure, and ad group structure
Reviews new, free tools included in AdWords as well as new and improved third-party tools
Includes an in-depth explanation of Google's free Web site testing and optimization tool: Website Optimizer
Includes a Google AdWords gift card worth $25 (details inside book)
With this handy reference by your side, you will discover the best way to put a Google AdWords campaign to work for you!
Table of contents
- Copyright
- About the Author
- Author's Acknowledgments
- Publisher's Acknowledgments
- Introduction
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I. Becoming a Google Advertiser
- 1. Profiting from the Pay-Per-Click Revolution
- 2. Setting Up Your AdWords Account
- 3. Managing Your AdWords Account
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II. Launching Your AdWords Campaign
- 4. Discovering Your Online Market
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5. Choosing the Right Keywords
- 5.1. Decoding Keywords to Read Your Prospects' Minds
- 5.2. Mastering the Three Positive Keyword Formats
- 5.3. Researching Keywords: Strategies and Tools
- 5.4. Finding Sneaky Variations for Fun and Profit
- 5.5. Sorting Keywords into Ad Groups
- 5.6. Deploying Negative Keywords
- 5.7. Adding, Deleting, and Editing Keywords
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6. Writing Magnetic Ads
- 6.1. Understanding the Three Goals of Your Ad
- 6.2. Tuning Your Ad to the Keyword
- 6.3. Marching to a Different Drummer
- 6.4. Motivating Action in Four Lines
- 6.5. Sending Out a Call to Action
- 6.6. Mastering the Medium and Voice at Haiku U.
- 6.7. Naming Your Online Store Effectively
- 6.8. Wielding "Black Belt" Techniques for Hyper-Competitive Markets
- 6.9. Following Google's Text-Ad Guidelines
- 6.10. Exploring the Other Ad Formats
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III. Managing Your AdWords Campaigns
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7. Deciding Where and When to Show Your Ads
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7.1. Getting the Most Out of Your Campaigns
- 7.1.1. Changing the default campaign settings
- 7.1.2. Separating your account into three types of campaigns
- 7.1.3. Choosing content placements
- 7.1.4. Combining keyword and placement targeting
- 7.2. Bidding Smart
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7.1. Getting the Most Out of Your Campaigns
- 8. Improving Your Campaigns through Keyword Management
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9. Getting It Done with AdWords Tools
- 9.1. Improving Your Campaigns with the Optimizer Tools
- 9.2. Getting Feedback from Google with the Ad Performance Tools
- 9.3. Website Optimizer
- 9.4. AdWords Editor
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7. Deciding Where and When to Show Your Ads
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IV. Converting Clicks to Clink
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10. Giving Your Customer a Soft Landing on Your Web Site
- 10.1. Making Your Visitor Shout "That's for Me!"
- 10.2. Defining the Most Desirable Action for the Landing Page
- 10.3. Selling the Most Desirable Action
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11. Following Up with Your Prospects
- 11.1. Overcoming Your Prospects' Miniscule Online Attention Span
- 11.2. Spinning a Web with an Opt-In
- 11.3. How to "Bribe" Your Prospects to Opt In
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11.4. Staying on Your Prospects' Minds with E-mail
- 11.4.1. Verifying your lead
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11.4.2. Following up automatically with an e-mail autoresponder
- 11.4.2.1. Changing your list name
- 11.4.2.2. Changing to verified opt-in
- 11.4.2.3. Planning your e-mail sequence
- 11.4.2.4. Creating an autoresponder sequence using AWeber
- 11.4.2.5. Using autoresponders to move leads and customers through your sales funnel
- 11.4.2.6. Setting up automatic unsubscribe
- 11.4.2.7. Don't be an accidental spammer
- 11.4.3. Broadcast e-mails
- 11.4.4. Managing your e-mail lists
- 11.5. Going Offline to Build the Relationship
- 12. Building a "Climb the Ladder" Web Site
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10. Giving Your Customer a Soft Landing on Your Web Site
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V. Testing Your Strategies and Tracking Your Results
- 13. How You Can't Help Becoming an Advertising Genius
- 14. Making More Sales with Website Optimizer
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15. Slashing Your Costs with Conversion Tracking
- 15.1. Setting Up Conversion Tracking
- 15.2. Introducing Six New Columns
- 15.3. Measuring Actions in the Conversion Tracking Module
- 15.4. Tracking ROI of Ads and Keywords
- 15.5. Creating Easy-to-Understand Reports
- 15.6. Customizing Your Reports to Show the Most Important Numbers
- 15.7. Discovering What to Do with the Data
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16. Making More Sales with Google Analytics
- 16.1. Installing Analytics on Your Web Site
- 16.2. Making Sense of the Data
- 16.3. Acting on Your Data to Make More Money
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VI. The Part of Tens
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17. The Ten (Or So) Most Serious AdWords Beginner's Mistakes
- 17.1. Neglecting to Split-Test Your Ads
- 17.2. Letting Google Retire Your Ads without Testing
- 17.3. Split-Testing for Improved CTR Only
- 17.4. Creating Ad Groups with Unrelated Keywords
- 17.5. Muddying Search and Content Results
- 17.6. Ignoring the 80/20 Principle
- 17.7. Declaring Split-Test Winners Too Slowly
- 17.8. Declaring Split-Test Winners Too Quickly
- 17.9. Forgetting Keywords in Quotes (Phrase Matching) or Brackets (Exact Matching)
- 17.10. Ignoring Negative Keywords
- 17.11. Keeping the Keyword Quality Score Hidden
- 17.12. Spending Too Much or Too Little in the Beginning
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18. Ten (Or So) AdWords Case Studies
- 18.1. Using Sales Conversion Data to Save $14k per Month
- 18.2. Going Global and Tracking Conversions with Analytics
- 18.3. Throwing a Bigger Party with Broad Match and Negative Keywords
- 18.4. Getting Cheap and Hungry Traffic by Bidding on Your Own Brand Name
- 18.5. Adding a Welcome Video to the Landing Page
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18.6. Getting the Basics Right
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18.6.1.
- 18.6.1.1. Improve Web Site to Increase Keyword Quality Score and Lower Bid Prices
- 18.6.1.2. Add Quotes and Brackets to Every Keyword
- 18.6.1.3. Delete Poorly Performing Keywords
- 18.6.1.4. Interim Results after Two Weeks
- 18.6.1.5. Segment Keywords into Ad Groups
- 18.6.1.6. Continued Split-Testing
- 18.6.1.7. Discouraging Unqualified Traffic
- 18.6.1.8. Current Results
-
18.6.1.
- 18.7. 15-Cent Click to $1,700 Customer in Minutes
- 18.8. Local Search with Video Web Site
- 18.9. Generating B2B Leads without Cold Calling
- 18.10. Understanding and Answering Customer Objections
- 18.11. Making Money in an Impossible Market
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17. The Ten (Or So) Most Serious AdWords Beginner's Mistakes
Product information
- Title: Google AdWords™ for Dummies®, 2nd Edition
- Author(s):
- Release date: August 2009
- Publisher(s): For Dummies
- ISBN: 9780470455777
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