Index
A
A/B landing page testing, 95
AdBrite, 229
adCenter (Microsoft)
contextual advertising, 223
DKI (Dynamic Keyword Insertion), 134–135
ad copy, 88–89
benefits-driven, 128–129
descriptions, 124
editorial guidelines and policies, 131–133
improving, 127–128
incentive tactics, 129–131
offers, making, 125–128
titles, 122–123
adECN (Microsoft), 240
ad groups, 16
cost per click bids, 155–157
selecting keywords, 87–88
structuring, 85–87
Ad Preferences (Google), 239
AdRank (Google), 17–19
ads
behavioral, 21–23
character length, 15
contextual, 20–21
contextual relevance, 20–21
in text units, 228
positioning on search engine results pages, 125–128
pricing, including, 130
relevance, 128
targeting, 175–179
testing, 135–138
Ads by Google, 20
AdSense ...
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