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Advanced Google AdWords, 2nd Edition

Book Description

Master every aspect of the powerful Google AdWords platform with this one-of-a-kind guide

AdWords expert Brad Geddes, the first and only Advanced AdWords Seminar leader for Google, shares his detailed instruction and insights to get new users up and running quickly and teach AdWords pros some slick new tricks. This must-have new edition offers 50+ pages of fresh material on such topics as retargeting, tracking for analytics, video ad features, ad extensions, and much more.

  • The ultimate guide to advanced Google AdWords techniques authored by a respected AdWords expert who is the Advanced AdWords Seminar leader for Google and a well-known internet marketing consultant

  • Offers insight, direction, and strategies for using every aspect of AdWords to create and manage successful pay-per-click marketing campaigns

  • Goes well beyond the basics and offers tips and tactics that you can apply immediately to your own campaigns

  • Updated and better-than-ever Second Edition features 50+ pages of new material, including targeting capabilities and remarketing, ad extensions, bidding features, tracking for analytics, video ad features, reporting features, and more

  • Provides busy marketers, consultants, PR professionals, web developers, and others with an invaluable, step-by-step guide to keep on hand

  • Includes a Google Adwords coupon

If you want to drive the traffic you choose to your website, then this is the guide to get you there.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright
  4. Publisher's Note
  5. Dedication
  6. Acknowledgments
  7. About the Author
  8. Foreword
  9. Introduction
    1. Who Should Read This Book
    2. What You Will Learn
    3. What Is Covered in This Book
    4. The Companion Website
    5. How to Contact the Author
  10. Chapter 1: Understanding Search Theory
    1. The Origins of Google AdWords
    2. The Psychology of Search
    3. Goal Alignment: Google vs. You vs. the Searcher
    4. Best Practices for Applying Search Theory
  11. Chapter 2: Keyword Research
    1. Understanding the Buying Funnel
    2. Understanding Keywords
    3. Discerning Keyword Match Types
    4. Using Negative Keywords
    5. Advanced Organizational Techniques
    6. Taking Control of Your Ad Display
    7. Best Practices for Conducting Keyword Research
  12. Chapter 3: Keyword Tools: Extracting Valuable Data from Google
    1. AdWords Keyword Tool
    2. Traffic Estimator
    3. Google Trends
    4. Google Insights for Search
    5. Microsoft Advertising Intelligence
    6. Best Practices for Using Keyword Tools
  13. Chapter 4: Writing Compelling Ads
    1. Do Your Ads Reflect the Search Query?
    2. Writing Effective Ads
    3. Following Google’s Editorial Guidelines
    4. Developing Unique Selling Propositions
    5. Distinguishing Features and Benefits
    6. Employing Themes That Get Clicks
    7. Spicing Up Your Ads with Ad Extensions
    8. Following the Law: Trademarks
    9. The Quest for the Holy Grail of Advertising
    10. Best Practices for Writing Compelling Ads
  14. Chapter 5: Landing Pages That Convert Searchers into Buyers
    1. Does Your Landing Page Answer the Searcher’s Question?
    2. Everything about Destination URLs
    3. Choosing Landing Pages That Increase Conversion Rates
    4. Employing Usability, Trust, and Web Technology
    5. Best Practices for Landing Pages
  15. Chapter 6: Advanced Optimization Techniques
    1. Optimizing for Traffic
    2. Optimizing for Conversions
    3. Best Practices for Advanced Optimization Techniques
  16. Chapter 7: Demystifying Quality Score
    1. What Is Quality Score?
    2. Viewing Your Quality Score
    3. Landing Page Quality: Making Your Pages Relevant
    4. Estimating Your First Page Bid
    5. Understanding the Display Network Quality Score
    6. Creating Highly Relevant Ad Groups
    7. What to Do if Your Quality Score Drops
    8. Quality Score FAQs
    9. Best Practices for Optimizing Quality Scores
  17. Chapter 8: Beyond Text: Image, Video, and Mobile Ads
    1. Beyond the Desktop: Creating Mobile Ads
    2. Beyond Static Text: Creating Rich Media Ads
    3. Using Google’s Display Ad Builder
    4. Best Practices for Employing Image, Video, and Mobile Ads
  18. Chapter 9: Understanding the Display Network
    1. What Is the Display Network?
    2. Creating a Successful Display Network Campaign
    3. Smart Pricing: Measure Success with Cost Per Conversion
    4. Learning How the Display Network Is Performing for You
    5. Managed Placements: Choosing Which Display Sites Show Your Ads
    6. Best Practices for the Display Network
  19. Chapter 10: Advanced Display Network Techniques
    1. Enhancing Your Display Campaigns
    2. Setting Different Bids by Demographics
    3. Remarketing
    4. Topic and Interest Targeting
    5. Creating Scenarios to Understand and Reach Your Target Audience
    6. Write Effective Display Ads
    7. DoubleClick Ad Planner: Free Access to Expensive Data
    8. Best Practices for Advanced Display Network Usage
  20. Chapter 11: Advanced Geographic Targeting
    1. What Is Geographic Targeting?
    2. Reaching Users in Specific Locations
    3. Location Targeting Considerations
    4. Treating Locals and Nonlocals Differently in Your Ad Copy
    5. Viewing Geographic Results
    6. Geographic Performance Reports
    7. Best Practices for Geographic Targeting
  21. Chapter 12: Save Time and Scale Accounts with the AdWords Editor
    1. AdWords Editor Overview
    2. How to Scale Your Account
    3. Optimizing Display with the AdWords Editor
    4. Best Practices for Using the AdWords Editor
  22. Chapter 13: Profitable Bid Strategies
    1. Setting Your Marketing Goals
    2. Measuring Results with Google’s Conversion Tracking Code
    3. Exploring AdWords Bidding Options
    4. Profitable Bidding Strategies
    5. Calculating Your Max CPC
    6. Ad Scheduling: Automatically Changing Bids by Time Periods
    7. Understanding Attribution Management
    8. Examining AdWords Reports to Make ROAS Bid Decisions
    9. Best Practices for Utilizing Profitable Bid Strategies
  23. Chapter 14: Successful Account Organization Strategies
    1. What Is an AdWords Account?
    2. Developing a Successful Campaign Structure
    3. Organizing an Ad Group to Increase CTR and Conversion Rates
    4. Best Practices for Account Organization Strategies
  24. Chapter 15: Testing Techniques That Will Increase Profits
    1. Testing Is Essential to Increasing Profits
    2. Testing Ad Copy to Increase Conversions
    3. Ad Copy Themes to Spark Your Creativity
    4. Testing Landing Pages to Increase Conversions
    5. Testing Profit per Click and Profit per Impression
    6. AdWords Campaign Experiments
    7. Best Practices for Testing Techniques That Will Increase Profits
  25. Chapter 16: AdWords Reports: Extracting Actionable Information
    1. Choosing General AdWords Report Settings
    2. Using Reports to Optimize Your Account
    3. Custom Alerts
    4. Best Practices for Using AdWords Reports
  26. Chapter 17: Step by Step: Create and Monitor Your AdWords Account
    1. Before You Create Your Account
    2. Creating Campaigns
    3. Optimizing Ongoing Campaigns
    4. Best Practices for Creating and Managing Your AdWords Account
  27. Glossary
  28. Index
  29. Advertisment
  30. Google AdWords Coupon