Advanced Google AdWords.
Title:
Advanced Google AdWords.
Author:
Geddes, Brad.
ISBN:
9781118819647
Personal Author:
Edition:
3rd ed.
Physical Description:
1 online resource (698 pages)
Contents:
Cover -- Praise for Advanced Google AdWords -- Title Page -- Copyright -- Contents -- Foreword -- Introduction -- Chapter 1: Understanding Search Theory -- The Origins of Google AdWords -- The Psychology of Search -- Goal Alignment: Google vs. You vs. the Searcher -- Best Practices for Applying Search Theory -- Chapter 2: Performing Keyword Research -- Understanding the Buying Funnel -- Understanding Keywords -- Discerning Keyword Match Types -- Using Negative Match -- Using Advanced Organizational Techniques -- Taking Control of Your Ad Display -- Best Practices for Conducting Keyword Research -- Chapter 3: Keyword Tools: Extracting Valuable Data from Google -- AdWords Keyword Planner -- Google Trends -- Bing Ads Intelligence -- Best Practices for Using Keyword Tools -- Chapter 4: Writing Compelling Ads -- Do Your Ads Reflect the Search Query? -- Writing Effective Ads -- Following Google's Editorial Guidelines -- Developing Unique Selling Propositions -- Distinguishing Features and Benefits -- Employing Themes That Get Clicks -- Controlling Your Mobile Ads -- Spicing Up Your Ads with Ad Extensions -- Showcasing Your Products with PLAs -- Following the Law: Trademarks -- The Quest for the Holy Grail of Advertising -- Best Practices for Writing Compelling Ads -- Chapter 5: Creating Landing Pages That Convert Searchers into Buyers -- Does Your Landing Page Answer the Searcher's Question? -- Everything about Destination URLs -- Choosing Landing Pages That Increase Conversion Rates -- Employing Usability, Trust, and Web Technology -- Best Practices for Landing Pages -- Chapter 6: Learning Advanced Optimization Techniques -- Optimizing for Traffic -- Optimizing for Conversions -- Best Practices for Advanced Optimization Techniques -- Chapter 7: Demystifying Quality Score -- What Is Quality Score? -- Viewing Your Quality Score.
Landing Page Quality: Making Your Pages Relevant -- Estimating Your First Page Bid -- Understanding the Display Network Quality Score -- Diagnosing Your Quality Scores -- Increasing Quality Scores -- What to Do if Your Quality Score Drops -- Quality Score FAQs -- Best Practices for Optimizing Quality Scores -- Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads -- Beyond the Desktop: Creating Mobile Ads -- Beyond Static Text: Creating Rich Media Ads -- AdWords Ad Gallery -- Best Practices for Employing Image, Video, and Mobile Ads -- Chapter 9: Understanding the Display Network -- What Is the Display Network? -- Creating a Successful Display Network Campaign -- Blocking Your Ads from Being Shown across the Display Network -- Smart Pricing: Measure Success with Cost per Conversion -- Using the Display Planner Tool -- Best Practices for the Display Network -- Chapter 10: Utilizing Advanced Display Network Techniques -- Remarketing: Bringing Visitors Back to Your Site -- Flexible Targeting: Mixing and Matching Every Display Targeting Option -- Optimizing Your Display Campaigns -- Creating Scenarios to Understand and Reach Your Target Audience -- Writing Effective Display Ads -- Best Practices for Advanced Display Network Advertising -- Chapter 11: Utilizing Advanced Geographic Targeting Techniques -- What Is Geographic Targeting? -- Reaching Users in Specific Locations -- Location Targeting Considerations -- Treating Locals and Nonlocals Differently in Your Ad Copy -- Viewing Geographic Results -- Geographic Performance Reports -- Best Practices for Geographic Targeting -- Chapter 12: Saving Time and Scaling Accounts with AdWords Editor -- AdWords Editor Overview -- Scaling Your Account -- Optimizing Display with AdWords Editor -- Best Practices for Using AdWords Editor -- Chapter 13: Devising Profitable Bid Strategies.
Setting Your Marketing Goals -- Measuring Results with Google's Conversion-Tracking Code -- Exploring AdWords Bidding Options -- Profitable Bidding Strategies -- Calculating Your Max CPC -- Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More -- Understanding Attribution Management -- Examining AdWords Reports to Make ROAS Bid Decisions -- Best Practices for Utilizing Profitable Bid Strategies -- Chapter 14: Organizing Accounts Successfully -- What Is an AdWords Account? -- Developing a Successful Campaign Structure -- Organizing an Ad Group to Increase CTR and Conversion Rates -- Best Practices for Account Organization Strategies -- Chapter 15: Implementing Testing Techniques That Will Increase Profits -- Testing Is Essential to Increasing Profits -- Testing Ad Copy to Increase Conversions -- Ad Copy Themes to Spark Your Creativity -- Testing Landing Pages to Increase Conversions -- Testing Profit per Click and Profit per Impression -- AdWords Campaign Experiments -- Best Practices for Testing Techniques That Will Increase Profits -- Chapter 16: AdWords Reports: Extracting Actionable Information -- Choosing General AdWords Report Settings -- Using Reports to Optimize Your Account -- Creating Custom Alerts -- Best Practices for Using AdWords Reports -- Chapter 17: Step by Step: Creating and Monitoring Your AdWords Account -- Before You Create Your Account -- Creating Campaigns -- Optimizing Ongoing Campaigns -- Best Practices for Creating and Managing Your AdWords Account -- Glossary -- Index -- EULA.
Abstract:
The ultimate guide to Google AdWords is fully updated for its third edition This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The book provides insight into AdWords' functionality and advanced features, explaining how they work and providing tips, tactics, and hands-on tutorials, which readers can immediately use on their own PPC campaigns. The third edition features more than 50 pages of new material and has been completely revised to cover all the changes to Google's system, including changes to the campaign structure, bid modifiers, new quality score analysis techniques, and the latest ad extension updates. Expert author Brad Geddes gives advanced insight, direction, and strategies for every aspect of using AdWords to create and manage a successful pay-per-click marketing campaign, and also shows you the best tools and techniques for keyword research, including negative keywords. In addition you'll: Discover how to craft winning ad copy, and explore advanced PPC campaign optimization techniques, including how to optimize for a good quality score Explore the intricacies of the Display Network and learn how to interpret reports Learn how to use the AdWords Editor to create thousands of keywords and ad copy configurations Understand advanced bidding strategies, and how to best organize and manage an AdWords account Learn how to best test everything from landing pages to ad copy The book concludes with detailed chapters on understanding, interpreting, and acting upon the detailed AdWords reports so you can confidently make decisions to positively impact your campaigns. Advanced Google AdWords is detailed, in-depth, and full of insights, techniques, tips, tactics, and fascinating real-world case studies, making it the
ultimate step-by-step guide for developing advanced AdWords expertise.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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Electronic Access:
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