You are previewing Google AdWords™ For Dummies®, 3rd Edition.
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Google AdWords™ For Dummies®, 3rd Edition

Book Description

The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated!

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. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and the new Google display network. In addition, the author provides updates that reflect helpful new best practices.

  • Boasts approximately 85 percent updated or new content

  • Updates popular topics such as experiments, ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and more

  • Incorporates changes to the AdWords interfaces

  • Shares 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

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

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. About the Author
  5. Dedication
  6. Authors' Acknowledgments
  7. Publisher's Acknowledgments
  8. Contents at a Glance
  9. Contents
  10. 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
    6. Icons Used in This Book
    7. Where to Go from Here
  11. Part I: Becoming a Google Advertiser
    1. Chapter 1: Profiting from the Pay Per Click Revolution
      1. Introducing AdWords
      2. Where and When the Ads Show
      3. AdWords in the Total Google Context
      4. Pay Per Click: Your Online Gumball Machine
      5. Pay Per Click: Your Online Testing Platform
      6. The Direct Marketing Difference: Getting Your Prospects to Do Something
      7. The Two Online Marketing Camps
      8. How to Think Like Your Prospect
    2. Chapter 2: Setting Up Your AdWords Account
      1. Opening a New AdWords Account
      2. Creating Your First Campaign
      3. Managing Your Account
    3. Chapter 3: Managing Your AdWords Account
      1. Running Mission Control with the Campaign Management Tab
      2. All Online Campaigns View
      3. Individual Campaign View
      4. Individual Ad Group View
      5. Display Network
  12. Part II: Preparing Your AdWords Campaign
    1. Chapter 4: Sizing Up Your Online Market
      1. Assessing Market Potential
      2. The AdWords Wind Tunnel
      3. Using the AdWords Wind Tunnel
      4. Sizing Up Your Online Market
      5. The Free Google Keyword Tool
      6. Getting in the Game: Real Keyword Research
    2. Chapter 5: Reading the Mind of Your Market
      1. Decompressing Keywords
      2. Presenting the Six Keyword Decompression Questions
      3. Testing: Removing the Pressure to Get It Right the First Time
      4. Keyword Decompression Sources
      5. Cutting through the Clutter with Positioning
    3. Chapter 6: Measuring What Matters with Conversion Tracking
      1. Setting Up Conversion Tracking
      2. Introducing the Conversion Columns
      3. Tracking Multiple Types of Conversions
      4. Tracking Offline Conversions
  13. Part III: Launching Your First Campaign
    1. Chapter 7: Setting Up Your First Campaign
      1. Creating an Outline for Your Account
      2. Recommended Campaign Settings
      3. Creating Your First Active Campaign
      4. Picking a Network Based on Your Goals
      5. The Campaign Buildout Prime Directive
    2. Chapter 8: Writing Magnetic Ads
      1. Writing the Two Types of Ads
      2. Understanding the Three Goals of Your Ad
      3. Using Permission (Search) Ads
      4. Mastering the Medium and Voice at Haiku U.
      5. Standing Out Visually
      6. Following Google's Ad Rules
      7. Exploring the Other Ad Formats
    3. Chapter 9: Giving Your Customer a Soft Landing on Your Website
      1. Knowing Your Three Landing Page Audiences
      2. Pleasing the Visitor
      3. Pleasing the Spider
      4. Pleasing the Google Reviewer
      5. Defining the Most Desirable Action (MDA) for the Landing Page
      6. Moving Visitors through ASIDA
      7. Selling the Most Desired Action
  14. Part IV: Managing Your AdWords Campaigns
    1. Chapter 10: Saving Time with AdWords Editor
      1. Downloading and Installing Editor
      2. Getting Your Campaigns into Editor
      3. Cloning Campaigns
      4. Managing Bids with Editor
    2. Chapter 11: Improving Your Campaigns through Keyword Management
      1. Nurturing, Relocating, and Firing Keywords
      2. Finding New Keywords
      3. Segmenting Keywords by Match Type
      4. Deploying Negative Keywords
      5. Managing Using the 80/20 Principle
    3. Chapter 12: Cornering the Local Market
      1. Understanding the Local Marketing Mindset
      2. Maximizing Google Places
      3. Using AdWords Express
      4. Setting Up Local Campaigns
      5. Exploiting Mobile Search
    4. Chapter 13: Analyzing the Numbers for Maximum Performance
      1. Mining for Gold on the Campaign and Ad Groups Tabs
      2. Mining for Gold on the Dimensions Tab
      3. Mining for Gold on the Networks Tab
      4. Building a Customized Maintenance Schedule
      5. Setting Alerts
  15. Part V: Expanding and Leveraging Your Results
    1. Chapter 14: How You Can't Help Becoming an Advertising Genius
      1. Capturing the Magic of Split Testing
      2. Basic Method: Multiple Ads
      3. Advanced Method: AdWords Campaign Experiments
      4. Strategies for Effective Split Testing
      5. A Split-Testing Protocol: Generating Ideas and a Plan
      6. Syntax and Format Testing
    2. Chapter 15: Making More Sales with Google Website Optimizer
      1. Determining Whether Using Website Optimizer Is Worth the Effort
      2. Identifying the Single Conversion Event
      3. Deciding What to Test
      4. Creating a Testing Plan
      5. Conducting Ongoing Experiments
    3. Chapter 16: Cloning Your Campaigns for Greater Precision
      1. Campaign Cloning Explained
      2. Why Clone?
      3. Exploiting Expansion Protocols
      4. Campaign Cloning Examples
    4. Chapter 17: Following Your Best Prospects around the Web
      1. The Advantages of Remarketing
      2. Setting Up Remarketing
      3. Basic Remarketing
      4. Product-Based Remarketing
      5. Behavioral Remarketing
  16. Part VI: The Part of Tens
    1. Chapter 18: The Ten (or So) Most Serious AdWords Mistakes
      1. Neglecting to Split-test Your Ads
      2. Split-testing for Improved CTR Only
      3. Creating Ad Groups with Unrelated Keywords
      4. Muddying Search and Display Results
      5. Always Starting with the Search Network
      6. Forgetting Keywords in Quotes (Phrase Matching) or Brackets (Exact Matching)
      7. Ignoring Negative Keywords
      8. Idolizing Quality Score
      9. Adjusting Keyword Bids Too Often
      10. Spending Too Much in the Beginning
      11. Spending Too Little in the Beginning
      12. Automating Too Much
    2. Chapter 19: Ten (or So) AdWords Case Studies
      1. Giving Prospects the Time of Day
      2. Squeezing More Leads from the Display Network
      3. Paying More to Get More
      4. Milking the Display Network for Leads
      5. Getting Rid of Bad Apples and Polishing the Good Ones
      6. Using AdWords to Build Brand Awareness and Drive Conversions
      7. Cloning Campaigns for More and Better Traffic
      8. Adding Sitelinks to Ads to Improve CTR
      9. Getting Cheap and Hungry Traffic by Bidding on Your Own Brand Name
      10. Un-muddying the Testing Waters: A Website Optimizer Cautionary Tale
  17. Index
  18. Bonus Chapter: Leveraging AdWords in Other Media
    1. Expanding into Other PPC Networks
    2. Making Your SEO Smarter with AdWords
    3. Improving Online Marketing
    4. Improving Offline Marketing
    5. Strategizing Product Launches