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Google AdWords™ for Dummies®, 2nd Edition

Book Description

A completely updated reference to help you get the most value out of your AdWords campaigns

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. When your ad appears next to the search results, people can simply click your ad to learn more about you or make a purchase. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign.

Offering valuable advice, this new edition includes case studies from readers who have shared what they learned from using the techniques revealed in the first edition.

  • A revised and updated guide that shares invaluable advice for maximizing your AdWords campaign

  • Discusses changes to the AdWords interface as well as 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

  • Includes an in-depth explanation of Google's free Web site testing and optimization tool: Website Optimizer

  • Includes a Google AdWords gift card worth $25 (details inside book)

With this handy reference by your side, you will discover the best way to put a Google AdWords campaign to work for you!

Table of Contents

  1. Copyright
  2. About the Author
  3. Author's Acknowledgments
  4. Publisher's Acknowledgments
  5. Introduction
    1. About This Book
    2. Conventions Used in This Book
    3. What You Don't Have to Read
    4. Foolish Assumptions
    5. How This Book Is Organized
      1. Part I: Becoming a Google Advertiser
      2. Part II: Launching Your AdWords Campaign
      3. Part III: Managing Your AdWords Campaigns
      4. Part IV: Converting Clicks to Clink
      5. Part V: Testing Your Strategies and Tracking Your Results
      6. Part VI: The Part of Tens
    6. Icons Used in This Book
    7. Where to Go from Here
  6. I. Becoming a Google Advertiser
    1. 1. Profiting from the Pay-Per-Click Revolution
      1. 1.1. Introducing AdWords
      2. 1.2. Where and When the Ads Show
        1. 1.2.1. Google results
        2. 1.2.2. Search partners results
        3. 1.2.3. AdSense sites and Gmail
      3. 1.3. AdWords in the Total Google Context
      4. 1.4. Pay Per Click: Your Online Gumball Machine
      5. 1.5. The Direct Marketing Difference: Getting Your Prospects to Do Something
        1. 1.5.1. You can measure your results
        2. 1.5.2. Keep improving your marketing
        3. 1.5.3. It's dating, not a shotgun wedding
        4. 1.5.4. Following up with your best prospects
      6. 1.6. How to Think Like Your Prospect
    2. 2. Setting Up Your AdWords Account
      1. 2.1. Opening a New AdWords Account
      2. 2.2. Creating Your First Campaign
      3. 2.3. Managing Your Account
        1. 2.3.1. Activating your account
        2. 2.3.2. When nobody can see your ad
        3. 2.3.3. When just you can't see your ad
          1. 2.3.3.1. Google thinks you're searching outside your geo-targeting
          2. 2.3.3.2. You chose a different language
    3. 3. Managing Your AdWords Account
      1. 3.1. Running Mission Control with the Campaign Management Tab
        1. 3.1.1. All Online Campaigns view
          1. 3.1.1.1. Campaign
          2. 3.1.1.2. Budget
          3. 3.1.1.3. Current Status
          4. 3.1.1.4. Clicks
          5. 3.1.1.5. Impr.
          6. 3.1.1.6. CTR
          7. 3.1.1.7. Avg. CPC
          8. 3.1.1.8. Cost
        2. 3.1.2. Individual campaign view
        3. 3.1.3. Individual ad group view
          1. 3.1.3.1. Keywords tab
          2. 3.1.3.2. Networks
          3. 3.1.3.3. Ads
          4. 3.1.3.4. Writing a second ad
        4. 3.1.4. Content network
  7. II. Launching Your AdWords Campaign
    1. 4. Discovering Your Online Market
      1. 4.1. Assessing Market Profitability (Don't Dive into an Empty Pool)
        1. 4.1.1. Determining market size by spying on searches
        2. 4.1.2. Estimating profitability by snooping on your competitors' keyword bids
        3. 4.1.3. Sizing up the entire market by tallying total advertising spent
        4. 4.1.4. Giving your market a stress test to determine future health
      2. 4.2. Taking the Temperature of Your Market — Advanced Methods
        1. 4.2.1. Number of advertisers on Google
        2. 4.2.2. Bid persistence: Will you still love me tomorrow?
        3. 4.2.3. Going deeper with the AdWords Keyword Tool
        4. 4.2.4. Discovering buying trends at online stores
          1. 4.2.4.1. PayPal
          2. 4.2.4.2. Amazon
      3. 4.3. Eavesdropping at the Watering Hole
        1. 4.3.1. Online groups
          1. 4.3.1.1. Yahoo! Groups
          2. 4.3.1.2. Google Groups
          3. 4.3.1.3. Other free and paid subscription groups
        2. 4.3.2. The Blogosphere ("World of Blogs")
          1. 4.3.2.1. Technorati
        3. 4.3.3. Loitering on Web sites
        4. 4.3.4. Sleeping with the enemy
      4. 4.4. Cutting Through the Clutter with Positioning
    2. 5. Choosing the Right Keywords
      1. 5.1. Decoding Keywords to Read Your Prospects' Minds
        1. 5.1.1. Learn from Google
        2. 5.1.2. Decision mindset
          1. 5.1.2.1. Buyer or tirekicker
          2. 5.1.2.2. Market-savvy or innocent beginner
          3. 5.1.2.3. Discretionary or nondiscretionary purchase
          4. 5.1.2.4. Problem-conscious or solution-conscious
          5. 5.1.2.5. Price shopping or feature shopping
          6. 5.1.2.6. Need it now or planning for future need
          7. 5.1.2.7. Sale or information
        3. 5.1.3. Practice thinking like your prospect
      2. 5.2. Mastering the Three Positive Keyword Formats
        1. 5.2.1. Broad match
        2. 5.2.2. Phrase match
        3. 5.2.3. Exact match
        4. 5.2.4. The goal: From vague to specific
      3. 5.3. Researching Keywords: Strategies and Tools
        1. 5.3.1. The Google Keyword Tool
        2. 5.3.2. Thesaurus tools
          1. 5.3.2.1. Online Thesaurus
          2. 5.3.2.2. Quintura.com
          3. 5.3.2.3. Google's Wonder Wheel
          4. 5.3.2.4. Google's Related Searches
        3. 5.3.3. KeywordSpy.com
        4. 5.3.4. Using your server log to get smarter
      4. 5.4. Finding Sneaky Variations for Fun and Profit
        1. 5.4.1. Some quick ways to vary keywords
          1. 5.4.1.1. Different versions
          2. 5.4.1.2. Different points of view
          3. 5.4.1.3. Singular and plural
          4. 5.4.1.4. .com
        2. 5.4.2. LowerYourBidPrice.com — sneaky keywords made easy
      5. 5.5. Sorting Keywords into Ad Groups
        1. 5.5.1. Divide keywords into concepts
        2. 5.5.2. Organizing your keywords
          1. 5.5.2.1. Step 1: Collect keywords with a text editor
          2. 5.5.2.2. Step 2: Input the words into the AdTool and generate new ones
          3. 5.5.2.3. Step 3: Sort the keywords with Excel
      6. 5.6. Deploying Negative Keywords
        1. 5.6.1. Brainstorming negative keywords
          1. 5.6.1.1. Thinking about who isn't your customer
          2. 5.6.1.2. Running the Search Query Report to build your negative keyword list
          3. 5.6.1.3. Searching Google for negative keywords
          4. 5.6.1.4. Finding negative keywords with the AdWords Keyword Tool
        2. 5.6.2. Adding negative keywords
      7. 5.7. Adding, Deleting, and Editing Keywords
        1. 5.7.1. Growing your keyword list
        2. 5.7.2. Editing your keywords
          1. 5.7.2.1. Individual CPC bids
          2. 5.7.2.2. Individual landing pages
    3. 6. Writing Magnetic Ads
      1. 6.1. Understanding the Three Goals of Your Ad
        1. 6.1.1. Attracting the right prospects while discouraging the wrong people
          1. 6.1.1.1. Writing a personals ad
          2. 6.1.1.2. Which side do you want to err on?
        2. 6.1.2. Telling your visitors what to expect
      2. 6.2. Tuning Your Ad to the Keyword
      3. 6.3. Marching to a Different Drummer
        1. 6.3.1. Studying your competition
        2. 6.3.2. Positioning your offer
        3. 6.3.3. Two fundamental ways to position your ad
      4. 6.4. Motivating Action in Four Lines
        1. 6.4.1. Grabbing them with the headline
          1. 6.4.1.1. Use the keyword if appropriate
          2. 6.4.1.2. Develop a swipe file
        2. 6.4.2. Using the description lines to make them an offer they can't refuse
          1. 6.4.2.1. Your menu of ad elements
          2. 6.4.2.2. Benefits before features
      5. 6.5. Sending Out a Call to Action
        1. 6.5.1. Making an offer with action words
        2. 6.5.2. Fanning desire with urgency qualifiers
      6. 6.6. Mastering the Medium and Voice at Haiku U.
      7. 6.7. Naming Your Online Store Effectively
        1. 6.7.1. Buying more domain names
        2. 6.7.2. Adding subdomains and subdirectories
        3. 6.7.3. Testing capitalization and the www prefix
      8. 6.8. Wielding "Black Belt" Techniques for Hyper-Competitive Markets
        1. 6.8.1. The fake www-domain technique
        2. 6.8.2. Dynamic keyword insertion
        3. 6.8.3. Subdomain redirects
      9. 6.9. Following Google's Text-Ad Guidelines
        1. 6.9.1. Punctuation
        2. 6.9.2. Capitalization
        3. 6.9.3. Spelling and grammar
        4. 6.9.4. Copyright and trademark usage
        5. 6.9.5. Competitive claims
        6. 6.9.6. Offers
        7. 6.9.7. No offensive language
        8. 6.9.8. Links
      10. 6.10. Exploring the Other Ad Formats
        1. 6.10.1. Getting the picture with image ads
        2. 6.10.2. Making the phone and the doorbell ring with mobile text ads
        3. 6.10.3. Waving to the neighbors with local business ads
        4. 6.10.4. Going Hollywood with video ads
  8. III. Managing Your AdWords Campaigns
    1. 7. Deciding Where and When to Show Your Ads
      1. 7.1. Getting the Most Out of Your Campaigns
        1. 7.1.1. Changing the default campaign settings
          1. 7.1.1.1. Audience
            1. 7.1.1.1.1. Locations
            2. 7.1.1.1.2. Language
            3. 7.1.1.1.3. Demographic
          2. 7.1.1.2. Networks, devices, and extensions
          3. 7.1.1.3. Bidding and budget
            1. 7.1.1.3.1. Bidding option
            2. 7.1.1.3.2. Position preference
            3. 7.1.1.3.3. Delivery method
          4. 7.1.1.4. Advanced settings
            1. 7.1.1.4.1. Start and end dates
            2. 7.1.1.4.2. Ad scheduling
            3. 7.1.1.4.3. Ad delivery
            4. 7.1.1.4.4. Ad rotation
            5. 7.1.1.4.5. Frequency capping
        2. 7.1.2. Separating your account into three types of campaigns
          1. 7.1.2.1. Google search
          2. 7.1.2.2. Search partners
          3. 7.1.2.3. Content network
        3. 7.1.3. Choosing content placements
          1. 7.1.3.1. Placement Tool
        4. 7.1.4. Combining keyword and placement targeting
      2. 7.2. Bidding Smart
        1. 7.2.1. Initial bidding strategies
        2. 7.2.2. When you have data . . .
    2. 8. Improving Your Campaigns through Keyword Management
      1. 8.1. Nurturing, Relocating, and Firing Keywords
        1. 8.1.1. Star keywords
          1. 8.1.1.1. Finding star keywords
          2. 8.1.1.2. Moving a star to its own trailer
        2. 8.1.2. Solid performers
          1. 8.1.2.1. Keywords of a feather should flock together
          2. 8.1.2.2. Determining your ad's true potential
        3. 8.1.3. Long-tail keywords
        4. 8.1.4. Underperforming keywords
        5. 8.1.5. Negative-ROI keywords
      2. 8.2. Resuscitating Poor-Quality Keywords
      3. 8.3. Managing the 80/20 Way
    3. 9. Getting It Done with AdWords Tools
      1. 9.1. Improving Your Campaigns with the Optimizer Tools
        1. 9.1.1. Keyword tool
          1. 9.1.1.1. Advertiser Competition
          2. 9.1.1.2. Cost and ad position estimates
          3. 9.1.1.3. Search Volume Trends
          4. 9.1.1.4. Possible negative keywords
        2. 9.1.2. Edit your campaign's negative keywords
        3. 9.1.3. Site Exclusion tool
        4. 9.1.4. IP Exclusion tool
        5. 9.1.5. Traffic Estimator tool
        6. 9.1.6. Insights for Search tool
      2. 9.2. Getting Feedback from Google with the Ad Performance Tools
        1. 9.2.1. Ads Diagnostic tool
        2. 9.2.2. Ads Preview tool
        3. 9.2.3. Disapproved ads
        4. 9.2.4. My Change History tool
      3. 9.3. Website Optimizer
      4. 9.4. AdWords Editor
  9. IV. Converting Clicks to Clink
    1. 10. Giving Your Customer a Soft Landing on Your Web Site
      1. 10.1. Making Your Visitor Shout "That's for Me!"
        1. 10.1.1. Achieving relevance based on keywords
          1. 10.1.1.1. Product-focused landing pages
          2. 10.1.1.2. Concept-focused landing pages
          3. 10.1.1.3. Turn-the-corner landing pages
        2. 10.1.2. Pleasing Google with the Title tag
        3. 10.1.3. Using PHP to increase relevance
          1. 10.1.3.1. Dynamic keyword insertion
          2. 10.1.3.2. Magically changing the landing page based on keywords
          3. 10.1.3.3. Split-testing with cookies
          4. 10.1.3.4. Survey to customized sales letter or report
          5. 10.1.3.5. Based on location
          6. 10.1.3.6. Based on operating system
          7. 10.1.3.7. Scraping the Internet
        4. 10.1.4. Scratching your customer's itch
          1. 10.1.4.1. Giving them what they want
          2. 10.1.4.2. Agitating the problem
          3. 10.1.4.3. Guiding them with a headline
        5. 10.1.5. Establishing credibility
          1. 10.1.5.1. Overall look and feel
          2. 10.1.5.2. Specific visual cues
      2. 10.2. Defining the Most Desirable Action for the Landing Page
        1. 10.2.1. "Bribing" your visitor to opt in
          1. 10.2.1.1.
            1. 10.2.1.1.1. Squeeze or No-Squeeze
        2. 10.2.2. Engaging visitors in real time
      3. 10.3. Selling the Most Desirable Action
        1. 10.3.1. Using bullets
          1. 10.3.1.1. Translating features into benefits
          2. 10.3.1.2. Provoking curiosity
        2. 10.3.2. Including third-party testimonials
        3. 10.3.3. Giving clear instructions in the call to action
    2. 11. Following Up with Your Prospects
      1. 11.1. Overcoming Your Prospects' Miniscule Online Attention Span
        1. 11.1.1. Pressure tactics don't work online
        2. 11.1.2. Build a relationship so you can make the sale when your prospect is ready to buy
      2. 11.2. Spinning a Web with an Opt-In
        1. 11.2.1. Generating an opt-in form using AWeber
        2. 11.2.2. Placing the form on your Web site
        3. 11.2.3. Generating opt-ins via e-mail
        4. 11.2.4. Importing and adding leads yourself
      3. 11.3. How to "Bribe" Your Prospects to Opt In
        1. 11.3.1. Give away something of value
        2. 11.3.2. Make the opt-in a logical next step
        3. 11.3.3. Offer your visitors something they really want
        4. 11.3.4. Reassure your visitors
        5. 11.3.5. To sell or to get the opt-in?
        6. 11.3.6. The thank-you page
        7. 11.3.7. Creating a lead-generating magnet
          1. 11.3.7.1. Informational LGMs
            1. 11.3.7.1.1. Formats
            2. 11.3.7.1.2. Content types
      4. 11.4. Staying on Your Prospects' Minds with E-mail
        1. 11.4.1. Verifying your lead
        2. 11.4.2. Following up automatically with an e-mail autoresponder
          1. 11.4.2.1. Changing your list name
          2. 11.4.2.2. Changing to verified opt-in
          3. 11.4.2.3. Planning your e-mail sequence
          4. 11.4.2.4. Creating an autoresponder sequence using AWeber
            1. 11.4.2.4.1. Creating a message
            2. 11.4.2.4.2. Using personalization fields
            3. 11.4.2.4.3. Scheduling your next message
          5. 11.4.2.5. Using autoresponders to move leads and customers through your sales funnel
          6. 11.4.2.6. Setting up automatic unsubscribe
          7. 11.4.2.7. Don't be an accidental spammer
            1. 11.4.2.7.1. Use plain text instead of HTML
            2. 11.4.2.7.2. Keep links to a minimum
            3. 11.4.2.7.3. Avoid common spam trigger words
            4. 11.4.2.7.4. Don't send attachments
        3. 11.4.3. Broadcast e-mails
          1. 11.4.3.1. Special events
          2. 11.4.3.2. E-newsletters
          3. 11.4.3.3. Repurposing broadcast e-mails to build your autoresponder sequence
        4. 11.4.4. Managing your e-mail lists
      5. 11.5. Going Offline to Build the Relationship
    3. 12. Building a "Climb the Ladder" Web Site
      1. 12.1. Identifying the Rungs of Your Business Ladder
      2. 12.2. Using Web Tools to Help Your Visitors up the Ladder
        1. 12.2.1. Design
        2. 12.2.2. Sales copy
        3. 12.2.3. Articles
        4. 12.2.4. Blog
        5. 12.2.5. Audio
        6. 12.2.6. Video
          1. 12.2.6.1. Saying "make yourself at home" with video
          2. 12.2.6.2. Giving a shop tour with video
          3. 12.2.6.3. Running a Home Shopping Channel on your site
          4. 12.2.6.4. Displaying customer testimonials
          5. 12.2.6.5. Teaching with video
        7. 12.2.7. Recognizing and welcoming returning visitors with PHP
  10. V. Testing Your Strategies and Tracking Your Results
    1. 13. How You Can't Help Becoming an Advertising Genius
      1. 13.1. Capturing the Magic of Split Testing
      2. 13.2. Conducting Split Testing with AdWords
        1. 13.2.1. Creating a challenger ad
        2. 13.2.2. Monitoring the split test
        3. 13.2.3. Declaring a winner
          1. 13.2.3.1. Understanding statistical significance
          2. 13.2.3.2. Testing for significance
          3. 13.2.3.3. What if you have no winner?
      3. 13.3. Mechanics of Split Testing in AdWords
      4. 13.4. Strategies for Effective Split Testing
        1. 13.4.1. 1. Start wide, get narrow
        2. 13.4.2. 2. Keep track of your tests
        3. 13.4.3. 3. Split-testing is just asking questions
      5. 13.5. Generating Ideas for Ad Testing
      6. 13.6. Tools for Split Testing
        1. 13.6.1. Automating your testing with Winner Alert
        2. 13.6.2. Turbocharging your testing with Taguchi
      7. 13.7. Split-Testing Web Pages
    2. 14. Making More Sales with Website Optimizer
      1. 14.1. Deciding What to Test
        1. 14.1.1. Testing Principle #1: Start big, get smaller
        2. 14.1.2. Testing Principle #2: Tests are just questions in action
        3. 14.1.3. Testing Principle #3: Test to overcome objections
        4. 14.1.4. Testing Principle #4: Look for things that don't work
      2. 14.2. Creating a Testing Plan
        1. 14.2.1. Making your list of things to test
          1. 14.2.1.1. Think back to when you launched your Web site
          2. 14.2.1.2. Getting inspired by your competition
          3. 14.2.1.3. Asking your visitors and customers
        2. 14.2.2. Prioritizing your list
        3. 14.2.3. Start testing (and never stop)
      3. 14.3. Testing with Google Website Optimizer
        1. 14.3.1. Specifying Experiment Details
        2. 14.3.2. Adding and validating your own JavaScript tags
    3. 15. Slashing Your Costs with Conversion Tracking
      1. 15.1. Setting Up Conversion Tracking
        1. 15.1.1. Choosing a conversion type
          1. 15.1.1.1. Revenue for your action (Optional)
          2. 15.1.1.2. Describe page where action is completed
          3. 15.1.1.3. Customize tracking indicator
        2. 15.1.2. Generating and copying the code
        3. 15.1.3. Putting code on your Web site
          1. 15.1.3.1. Where to place the snippet
          2. 15.1.3.2. Common tracking-code mistakes
        4. 15.1.4. Tracking sales from a shopping cart
        5. 15.1.5. Testing conversion tracking
      2. 15.2. Introducing Six New Columns
        1. 15.2.1. Conversions (many-per-click and 1-per-click)
        2. 15.2.2. Conversion rate (many-per-click and 1-per-click)
        3. 15.2.3. Cost/Conv. (many-per-conversion and 1-per-conversion)
      3. 15.3. Measuring Actions in the Conversion Tracking Module
      4. 15.4. Tracking ROI of Ads and Keywords
        1. 15.4.1. Identifying the profitable ads
          1. 15.4.1.1. Higher CTR often means lower site conversions
          2. 15.4.1.2. Balancing CTR and cost per conversion
        2. 15.4.2. Keywords
      5. 15.5. Creating Easy-to-Understand Reports
        1. 15.5.1. Types of reports
        2. 15.5.2. Settings
        3. 15.5.3. Advanced settings
        4. 15.5.4. Templates, scheduling, and e-mail
      6. 15.6. Customizing Your Reports to Show the Most Important Numbers
        1. 15.6.1. Customizing keyword performance reports
        2. 15.6.2. Customizing ad performance reports
      7. 15.7. Discovering What to Do with the Data
    4. 16. Making More Sales with Google Analytics
      1. 16.1. Installing Analytics on Your Web Site
        1. 16.1.1. Creating an Analytics account
        2. 16.1.2. Adding tracking code to your Web pages
        3. 16.1.3. Configuring Analytics
          1. 16.1.3.1. Adding users
          2. 16.1.3.2. Choosing a default page
          3. 16.1.3.3. Filtering out internal traffic
        4. 16.1.4. Configuring goals and funnels
          1. 16.1.4.1. Creating a goal
          2. 16.1.4.2. Defining a funnel
          3. 16.1.4.3. Determining a goal value
        5. 16.1.5. E-commerce setup
      2. 16.2. Making Sense of the Data
        1. 16.2.1. Checking for data integrity
        2. 16.2.2. Viewing your data in the Dashboard
          1. 16.2.2.1. Visits-by-day graph
          2. 16.2.2.2. Site Usage statistics
          3. 16.2.2.3. Visitors Overview graph
          4. 16.2.2.4. Map Overlay
          5. 16.2.2.5. Traffic Sources Overview
          6. 16.2.2.6. Content Overview
          7. 16.2.2.7. Goals Overview
        3. 16.2.3. The AdWords Campaign screen
          1. 16.2.3.1. Ad content segmenting
          2. 16.2.3.2. Views
        4. 16.2.4. The Keyword Positions view
        5. 16.2.5. Automating Analytics reporting
      3. 16.3. Acting on Your Data to Make More Money
        1. 16.3.1. Optimizing your site for your visitors
        2. 16.3.2. Improving site "stickiness"
        3. 16.3.3. Loyalty and recency
        4. 16.3.4. Evaluating Web site changes
        5. 16.3.5. Page and funnel navigation
          1. 16.3.5.1. Page navigation
          2. 16.3.5.2. Funnel Visualization
          3. 16.3.5.3. Reverse Goal Path
  11. VI. The Part of Tens
    1. 17. The Ten (Or So) Most Serious AdWords Beginner's Mistakes
      1. 17.1. Neglecting to Split-Test Your Ads
      2. 17.2. Letting Google Retire Your Ads without Testing
      3. 17.3. Split-Testing for Improved CTR Only
      4. 17.4. Creating Ad Groups with Unrelated Keywords
      5. 17.5. Muddying Search and Content Results
      6. 17.6. Ignoring the 80/20 Principle
      7. 17.7. Declaring Split-Test Winners Too Slowly
      8. 17.8. Declaring Split-Test Winners Too Quickly
      9. 17.9. Forgetting Keywords in Quotes (Phrase Matching) or Brackets (Exact Matching)
      10. 17.10. Ignoring Negative Keywords
      11. 17.11. Keeping the Keyword Quality Score Hidden
      12. 17.12. Spending Too Much or Too Little in the Beginning
    2. 18. Ten (Or So) AdWords Case Studies
      1. 18.1. Using Sales Conversion Data to Save $14k per Month
      2. 18.2. Going Global and Tracking Conversions with Analytics
      3. 18.3. Throwing a Bigger Party with Broad Match and Negative Keywords
      4. 18.4. Getting Cheap and Hungry Traffic by Bidding on Your Own Brand Name
      5. 18.5. Adding a Welcome Video to the Landing Page
      6. 18.6. Getting the Basics Right
        1. 18.6.1.
          1. 18.6.1.1. Improve Web Site to Increase Keyword Quality Score and Lower Bid Prices
          2. 18.6.1.2. Add Quotes and Brackets to Every Keyword
          3. 18.6.1.3. Delete Poorly Performing Keywords
          4. 18.6.1.4. Interim Results after Two Weeks
          5. 18.6.1.5. Segment Keywords into Ad Groups
          6. 18.6.1.6. Continued Split-Testing
          7. 18.6.1.7. Discouraging Unqualified Traffic
          8. 18.6.1.8. Current Results
      7. 18.7. 15-Cent Click to $1,700 Customer in Minutes
      8. 18.8. Local Search with Video Web Site
      9. 18.9. Generating B2B Leads without Cold Calling
        1. 18.9.1.
          1. 18.9.1.1. Phase 1 — The Beginning (May 2005 through Aug 2005)
          2. 18.9.1.2. Phase 2 — The Big Leap (Sept 2005 to Dec 2005)
          3. 18.9.1.3. Phase 3 — Continuous Refinement (Jan 2006 to Apr 2006)
      10. 18.10. Understanding and Answering Customer Objections
      11. 18.11. Making Money in an Impossible Market
        1. 18.11.1. Task #1: Lowering the bid price
        2. 18.11.2. Task #2: Improving Web site conversion