Book description
The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated!
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. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and the new Google display network. In addition, the author provides updates that reflect helpful new best practices.
Boasts approximately 85 percent updated or new content
Updates popular topics such as experiments, ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and more
Incorporates changes to the AdWords interfaces
Shares 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
With this handy reference by your side, you'll discover the best way to make a Google AdWords campaign to work for you!
Table of contents
- Cover Page
- Title Page
- Copyright
- About the Author
- Dedication
- Authors' Acknowledgments
- Publisher's Acknowledgments
- Contents at a Glance
- Contents
- Introduction
-
Part I: Becoming a Google Advertiser
-
Chapter 1: Profiting from the Pay Per Click Revolution
- Introducing AdWords
- Where and When the Ads Show
- AdWords in the Total Google Context
- Pay Per Click: Your Online Gumball Machine
- Pay Per Click: Your Online Testing Platform
- The Direct Marketing Difference: Getting Your Prospects to Do Something
- The Two Online Marketing Camps
- How to Think Like Your Prospect
- Chapter 2: Setting Up Your AdWords Account
- Chapter 3: Managing Your AdWords Account
-
Chapter 1: Profiting from the Pay Per Click Revolution
- Part II: Preparing Your AdWords Campaign
- Part III: Launching Your First Campaign
- Part IV: Managing Your AdWords Campaigns
- Part V: Expanding and Leveraging Your Results
-
Part VI: The Part of Tens
-
Chapter 18: The Ten (or So) Most Serious AdWords Mistakes
- Neglecting to Split-test Your Ads
- Split-testing for Improved CTR Only
- Creating Ad Groups with Unrelated Keywords
- Muddying Search and Display Results
- Always Starting with the Search Network
- Forgetting Keywords in Quotes (Phrase Matching) or Brackets (Exact Matching)
- Ignoring Negative Keywords
- Idolizing Quality Score
- Adjusting Keyword Bids Too Often
- Spending Too Much in the Beginning
- Spending Too Little in the Beginning
- Automating Too Much
-
Chapter 19: Ten (or So) AdWords Case Studies
- Giving Prospects the Time of Day
- Squeezing More Leads from the Display Network
- Paying More to Get More
- Milking the Display Network for Leads
- Getting Rid of Bad Apples and Polishing the Good Ones
- Using AdWords to Build Brand Awareness and Drive Conversions
- Cloning Campaigns for More and Better Traffic
- Adding Sitelinks to Ads to Improve CTR
- Getting Cheap and Hungry Traffic by Bidding on Your Own Brand Name
- Un-muddying the Testing Waters: A Website Optimizer Cautionary Tale
-
Chapter 18: The Ten (or So) Most Serious AdWords Mistakes
- Index
- Bonus Chapter: Leveraging AdWords in Other Media
Product information
- Title: Google AdWords™ For Dummies®, 3rd Edition
- Author(s):
- Release date: December 2011
- Publisher(s): For Dummies
- ISBN: 9781118115619
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