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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns

Book Description

There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and advertising power.

Everything related to the platforms are covered in detail—account setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more. Learn to take full advantage of all of the marketing options available through AdWords, including:

  • Geo-targeting, distribution, and placement of ads

  • Advanced account management and budget strategies

  • Keywords, metrics, and ROI management

  • Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer

  • Mobile marketing implementations and strategies

  • Working with the various APIs available for developers

With The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue.

Table of Contents

  1. Title
  2. Dedication
  3. Contents at a Glance
  4. Contents
  5. About the Author
  6. About the Technical Reviewer
  7. Acknowledgments
  8. Introduction
    1. Heading Level 1
  9. CHAPTER 1: SEM and the Google Ecosystem
    1. A Short History of Search Marketing
    2. Search Engine Marketing
    3. The Google Ecosystem
    4. The Google Network
    5. Summary
  10. CHAPTER 2: AdWords in Depth
    1. Understanding the AdWords Lingo
    2. Account Structure
    3. AdWords Cost
    4. Invalid Clicks and Click Fraud
    5. Summary
  11. CHAPTER 3: Marketing with AdWords
    1. Types of Searches
    2. Sales Processes and the Zero Moment of Truth
    3. How to Measure Marketing Success
    4. Summary
  12. CHAPTER 4: Getting Started with AdWords
    1. AdWords
    2. AdWords Editor
    3. The AdWords Interface
    4. AdWords Express
    5. Summary
  13. CHAPTER 5: Local Advertising and Location Targeting
    1. How Google Determines Location
    2. Location Settings
    3. Creating Campaigns to Target Local Audiences
    4. Add Your Address to Your Ads
    5. Geographic Performance Data
    6. Understanding Where Your Users Are
    7. Summary
  14. CHAPTER 6: Keyword Strategy
    1. Keyword Basics
    2. Using Google’s Keyword Tool
    3. Other Options for Keyword Research
    4. Match Type Settings
    5. Selecting Keywords
    6. Refining Your Keyword List Over Time
    7. Summary
  15. CHAPTER 7: Creating Ads and Landing Pages
    1. Google’s Editorial Guidelines
    2. Writing Compelling Ad Text
    3. Creating a Landing Page
    4. Summary
  16. CHAPTER 8: The Display Network
    1. Understanding the Display Network
    2. Targeting Your Audience
    3. Bidding Options
    4. Display Ad Creative
    5. AdWords for Video
    6. Display Ad Builder
    7. Success on the Display Network
    8. Tracking and Optimizing on the Display Network
    9. Summary
  17. CHAPTER 9: Mobile Advertising with AdWords
    1. Trends in the Mobile Ad Environment
    2. Google’s Mobile Ad Offerings
    3. Understanding the Mobile Consumer
    4. Finding the Right Keywords for Mobile
    5. Creating a Mobile Campaign
    6. Creating Mobile Friendly Landing Pages
    7. Mobile Web Development
    8. Mobile Analytics
    9. Summary
  18. CHAPTER 10: Account Management and Optimization
    1. Optimizing Search Campaigns
    2. Budget
    3. Impression Share
    4. Quality Score Management
    5. Segmentation
    6. Filtering
    7. Bid Management
    8. Rule Automation
    9. Opportunities and Analyzing Competition
    10. AdWords Campaign Experiments
    11. Generating Reports
    12. Managing Multiple Accounts in My Client Center
    13. Summary
  19. CHAPTER 11: Google Analytics and Actionable Data
    1. Murder, She Wrote
    2. Google Analytics Basics
    3. Finding AdWords Data in GA
    4. Flow Visualization Reports
    5. Multi-Channel Funnels
    6. Summary
  20. CHAPTER 12: Testing with Website Optimizer
    1. The A/B Test
    2. GWO and Google Analytics
    3. Multivariate Testing
    4. Summary
  21. Index