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
- Cover
- Title Page
- Copyright
- Publisher's Note
- Dedication
- Acknowledgments
- About the Author
- Foreword
- Introduction
- Chapter 1: Understanding Search Theory
- Chapter 2: Keyword Research
- Chapter 3: Keyword Tools: Extracting Valuable Data from Google
-
Chapter 4: Writing Compelling Ads
- Do Your Ads Reflect the Search Query?
- Writing Effective Ads
- Following Google’s Editorial Guidelines
- Developing Unique Selling Propositions
- Distinguishing Features and Benefits
- Employing Themes That Get Clicks
- Spicing Up Your Ads with Ad Extensions
- Following the Law: Trademarks
- The Quest for the Holy Grail of Advertising
- Best Practices for Writing Compelling Ads
- Chapter 5: Landing Pages That Convert Searchers into Buyers
- Chapter 6: Advanced Optimization Techniques
-
Chapter 7: Demystifying Quality Score
- What Is Quality Score?
- Viewing Your Quality Score
- Landing Page Quality: Making Your Pages Relevant
- Estimating Your First Page Bid
- Understanding the Display Network Quality Score
- Creating Highly Relevant Ad Groups
- What to Do if Your Quality Score Drops
- Quality Score FAQs
- Best Practices for Optimizing Quality Scores
- Chapter 8: Beyond Text: Image, Video, and Mobile Ads
- Chapter 9: Understanding the Display Network
-
Chapter 10: Advanced Display Network Techniques
- Enhancing Your Display Campaigns
- Setting Different Bids by Demographics
- Remarketing
- Topic and Interest Targeting
- Creating Scenarios to Understand and Reach Your Target Audience
- Write Effective Display Ads
- DoubleClick Ad Planner: Free Access to Expensive Data
- Best Practices for Advanced Display Network Usage
- Chapter 11: Advanced Geographic Targeting
- Chapter 12: Save Time and Scale Accounts with the AdWords Editor
-
Chapter 13: Profitable Bid Strategies
- Setting Your Marketing Goals
- Measuring Results with Google’s Conversion Tracking Code
- Exploring AdWords Bidding Options
- Profitable Bidding Strategies
- Calculating Your Max CPC
- Ad Scheduling: Automatically Changing Bids by Time Periods
- Understanding Attribution Management
- Examining AdWords Reports to Make ROAS Bid Decisions
- Best Practices for Utilizing Profitable Bid Strategies
- Chapter 14: Successful Account Organization Strategies
-
Chapter 15: Testing Techniques That Will Increase Profits
- Testing Is Essential to Increasing Profits
- Testing Ad Copy to Increase Conversions
- Ad Copy Themes to Spark Your Creativity
- Testing Landing Pages to Increase Conversions
- Testing Profit per Click and Profit per Impression
- AdWords Campaign Experiments
- Best Practices for Testing Techniques That Will Increase Profits
- Chapter 16: AdWords Reports: Extracting Actionable Information
- Chapter 17: Step by Step: Create and Monitor Your AdWords Account
- Glossary
- Index
- Advertisment
- Google AdWords Coupon
Product information
- Title: Advanced Google AdWords, 2nd Edition
- Author(s):
- Release date: April 2012
- Publisher(s): Sybex
- ISBN: 9781118194508
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