December 2011
Beginner to intermediate
448 pages
11h 44m
English
Content preview from Google AdWords™ For Dummies®, 3rd 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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Exploring the Other Ad Formats
Google is constantly exploring new places and media for its ads. You can now create graphical ads for websites, text ads for mobile phones, local business listings that appear on search results pages and next to Google Maps, and video ads.
Getting the picture with image ads
Image ads are graphical files that display on content sites, but not on Google's or its search partners' results pages. Publishers can choose to display image ads instead of text ads. Image ads typically generate higher CTRs than text ads, but convert to leads and sales at a lower level. If you're a website publisher who gets paid for clicks on the Google ads on your site, image ads can be very profitable because of their high CTRs. For you, the AdWords advertiser, the high CTR can be a double-edged sword. Keep image ads in their own campaigns so you can monitor ROI and delete any ads that threaten to break your budget without bringing you paying customers.
If you decide to try display ads, Google provides a Display Ad Builder that allows even those who failed 7th grade art to create decent graphics. From within the ad group where you want to create the image ad, click the Ads tab and then click the New Ad button. Choose Display Ad Builder from the drop-down list. Go to www.gafd3.com/adwizard for an online tutorial on using the tool.
Making the phone and the doorbell ring with mobile text ads
Google is going mobile, creating content that can be accessed and acted upon seamlessly ...
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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.