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Advertising on Google: The High Performance Cookbook

Book Description

Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.

  • Set up your Adwords account and track results beyond the click

  • Create relevant keywords and write compelling ads

  • Learn about reporting, analysis, managing Adwords, and troubleshooting performance

  • Optimize performance for maximum ROI and implement strategies for Remarketing to past visitors

  • Step-by-step format with bite-sized, easy-to-digest, and implementable suggestions

  • In Detail

    Google Adwords is one of the most effective ways to advertise today with unprecedented reach and potential to show your ads to millions of Internet users instantly. It helps in bringing highly relevant ads to customers who are searching for you in real-time, resulting in highly accountable and cost-effective campaigns that even the smallest advertisers can take advantage of.

    Advertising on Google: The High Performance Cookbook is a step-by-step guide with practical tips and everyday examples that will arm you with the tools necessary to run effective Adwords campaigns.

    "Advertising on Google: The High Performance Cookbook" is a collection of hands-on recipes for creating and optimizing Adwords campaigns The book begins with the research you’ll need to conduct before starting with Adwords, including figuring out how competitive your market is and finding out what your competitors are doing. It takes you through the account set-up process from the beginning to the end, including how to fine-tune your campaigns based on the rich reporting available.

    You will also learn how to bid effectively so that you are not overspending and instead focus your budget on what is working for you. You will also see how to track ad results and act on the data to maximize ROI. This book highlights the most successful keyword building and ad copy writing techniques with real-life examples that will make your ads stand out. Advanced ad formats and campaign types are introduced with recommendations based on a decade of experience.

    The book concludes with advanced strategies and features that the most successful advertisers are taking advantage of and account management tools to help you save time.

    Table of Contents

    1. Advertising on Google: The High Performance Cookbook
      1. Table of Contents
      2. Advertising on Google: The High Performance Cookbook
      3. Credits
      4. About the Author
      5. About the Reviewers
      6. www.PacktPub.com
        1. Support files, eBooks, discount offers and more
          1. Why Subscribe?
          2. Free Access for Packt account holders
          3. Instant Updates on New Packt Books
      7. Preface
        1. What this book covers
        2. What you need for this book
        3. Who this book is for
        4. Conventions
        5. Reader feedback
        6. Customer support
          1. Errata
          2. Piracy
          3. Questions
      8. 1. Researching the Market and Competition and Setting Goals
        1. Introduction
        2. Focusing on relevance
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        3. Identifying your competitors using Google search results
          1. Getting ready
          2. How to do it...
          3. There's more...
          4. See also
        4. Using third-party tools to research competitors
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
        5. Analyzing budgets and bids to determine market saturation
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        6. Setting advertising goals
          1. Getting ready
          2. How to do it...
          3. There's more...
          4. See also
        7. Predicting if AdWords will be profitable and calculating potential returns
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
      9. 2. Setting up Your Account
        1. Introduction
        2. Creating an AdWords account
          1. Getting ready
          2. How to do it...
          3. There's more...
          4. See also
        3. Determining the right billing option for your needs
          1. Getting ready
          2. How to do it...
          3. There's more...
          4. See also
        4. Inviting other users to access your account
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        5. Changing user access levels or removing users
          1. How to do it..
          2. There's more...
          3. See also
        6. Enabling auto tagging at the account level
          1. How to do it..
          2. How it works...
          3. There's more...
          4. See also
        7. Changing your notification settings
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
      10. 3. Tracking beyond the Click
        1. Introduction
        2. Linking AdWords to Google Analytics
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        3. Creating a conversion goal in AdWords to track leads or sales
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        4. Importing goals from Google Analytics into AdWords
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        5. Verifying that conversion tracking is working
          1. Getting ready
          2. How to do it...
            1. Check the source code
            2. Wait for conversions to occur
            3. Complete a test conversion
          3. How it works...
          4. There's more...
          5. See also
        6. Analyzing how long it takes to convert customers
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        7. Analyzing assist clicks and impressions
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        8. Analyzing AdWords data in Google Analytics
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        9. Analyzing time on site data and bounce rates
          1. Getting ready
          2. How to do it...
          3. There's more...
          4. See also
      11. 4. Structuring Your Account
        1. Introduction
        2. Planning account structure
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        3. Common ways to structure campaigns
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        4. Deciding where to show your ads
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        5. Device targeting options
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        6. Choosing which locations to target
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        7. Excluding locations from seeing your ads
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        8. Selecting target languages
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        9. Creating themed ad groups
          1. Getting ready
            1. Recommended ad group structure
            2. Poor ad group structure
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        10. Renaming campaigns and ad groups
          1. Getting ready
          2. How to do it...
          3. There's more...
          4. See also
      12. 5. Creating Relevant Keywords
        1. Introduction
        2. Using keyword matching options effectively
          1. How to do it…
          2. How it works…
          3. There's more…
          4. See also
        3. Finding relevant keywords
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        4. Analyzing competitor keywords from spyfu.com and similar tools
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        5. Generating negative keywords
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        6. Identifying keyword duplicates
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        7. Multiplying keyword phrases
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        8. Changing broad keywords to broad match modifiers
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        9. Adding new keywords to an existing ad group
          1. Getting ready
          2. How to do it…
          3. See also
        10. Editing, pausing, or deleting keywords
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. See also
      13. 6. Writing Compelling Ads
        1. Introduction
        2. Researching competitors' ads
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        3. Setting campaign ad rotation
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        4. Creating effective ads
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        5. Choosing landing pages
          1. Getting ready
          2. How to do it…
            1. Pick a URL that best matches your keywords
            2. Make sure your landing page is conversion friendly
          3. How it works…
          4. There's more…
          5. See also
        6. Implementing dynamic keyword insertion in ads
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        7. Avoiding common ad copy mistakes
          1. How to do it…
          2. How it works…
          3. See also
        8. Split testing ad copy
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. There's more…
          5. See also
        9. Editing your ad text
          1. How to do it…
          2. How it works…
          3. See also
        10. Pausing or deleting ads
          1. Getting ready
          2. How to do it…
          3. How it works…
          4. See also
      14. 7. Budgets and Bidding
        1. Introduction
        2. Setting and adjusting campaign budgets
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        3. Evaluating your current budget and potential impact of budget changes
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        4. Setting and adjusting ad group level bids
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        5. Setting and adjusting keyword level bids
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        6. Enabling enhanced bidding
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        7. Enabling Conversion Optimizer
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        8. Adjusting CPA bids
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        9. Setting separate bids for calls
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        10. Predicting impact of bid changes using the Bid Simulator
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        11. Modifying mobile bids
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        12. Adjusting location bids
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        13. Adjusting bids based on the day of the week and time of day
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
      15. 8. Running Display Ads
        1. Introduction
        2. Creating an automatic placements campaign
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        3. Creating a managed placements campaign
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        4. Researching and adding display placements
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        5. Targeting display sites based on topics
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        6. Excluding irrelevant and poorly performing placements
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        7. Avoid displaying your ads on certain pages
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        8. Excluding categories of sites and potentially sensitive topics
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        9. Adding image ads to display campaigns
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        10. Creating rich image ads with Display Ad Builder
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        11. Analyzing relative CTR to benchmark display performance
          1. How to do it...
          2. How it works...
          3. There's more...
          4. See also
      16. 9. Remarketing to Past Visitors
        1. Introduction
        2. Generating the remarketing code
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        3. Creating remarketing audiences in AdWords
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        4. Creating custom remarketing combinations via rules
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        5. Setting up a remarketing campaign
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        6. Setting remarketing bids
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        7. Setting frequency caps to limit how often ads show
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        8. Increasing traffic to your remarketing campaign
          1. How to do it...
          2. How it works...
          3. See also
        9. Remarketing to YouTube viewers
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
      17. 10. Reporting and Analysis
        1. Introduction
        2. Running and scheduling reports
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        3. Customizing columns to personalize data views
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more...
          5. See also
        4. Analyzing the days and times when ads perform best
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        5. Analyzing geographic performance
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        6. Reviewing call details
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        7. Finding out where on display your ads are appearing
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        8. Segmenting performance reports
          1. How to do it...
          2. How it works...
          3. See also
        9. Creating filters to customize reporting
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        10. Viewing data in graph format
          1. How to do it...
          2. How it works...
          3. There's more…
          4. See also
        11. Evaluating sitelink extensions
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        12. Using impression share metrics to increase conversions
          1. Getting ready
          2. How to do it...
          3. How it works…
          4. See also
      18. 11. Optimizing Performance
        1. Introduction
        2. Improving relevance and Quality Score
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        3. Improving ad rank
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        4. Changing keyword match types
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        5. Scheduling ads to run during key days and times
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        6. Expanding your keyword list
          1. Getting ready
          2. How to do it...
            1. Automated keyword suggestions
            2. Search terms report
            3. Competitor keywords
            4. Google's keyword tool
          3. How it works...
          4. See also
        7. Analyzing ad copy performance and picking top performers
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        8. Adjusting budgets to maximize traffic and conversions
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        9. Tips to increase traffic
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        10. Running search term reports to optimize keywords
          1. How to do it...
          2. How it works...
          3. There's more…
          4. See also
        11. Optimizing bids for ROI
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        12. Optimizing keywords to improve ROI
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        13. Excluding IP addresses from seeing your ads
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        14. Optimizing your landing pages
          1. Getting ready
          2. How to do it…
          3. How it works...
          4. There's more…
          5. See also
      19. 12. Advanced Strategies and Features
        1. Introduction
        2. Creating sitelinks
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        3. Setting up call extensions
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        4. Implementing social extensions
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        5. Setting up location extensions
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        6. Promoting application downloads
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        7. Setting up Dynamic Search Ads
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        8. Creating product ads
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        9. Using experiments to test campaign changes
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        10. Using advanced negative match keywords
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        11. Automating actions based on rules and goals
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        12. Common AdWords mistakes
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
      20. 13. Managing AdWords
        1. Introduction
        2. Troubleshooting why your ads are not showing up
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        3. Finding out your ad's approval status
          1. How to do it...
          2. How it works...
          3. There's more…
          4. See also
        4. Creating custom alerts to monitor performance
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        5. Reviewing past changes and revisions
          1. How to do it...
          2. How it works...
          3. See also
        6. Viewing or hiding paused or deleted items
          1. Getting ready
          2. How to do it..
          3. How it works...
          4. There's more...
          5. See also
        7. Getting started with AdWords Editor
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. There's more…
          5. See also
        8. Making changes to campaign settings via AdWords Editor
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        9. Reviewing account statistics through AdWords Editor
          1. How to do it...
          2. How it works...
          3. See also
        10. Copying campaigns or ad groups with AdWords Editor
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        11. Adding keywords in bulk using AdWords Editor
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
        12. Updating ads in bulk using AdWords Editor
          1. Getting ready
          2. How to do it...
          3. How it works...
          4. See also
      21. Index