Download The Definitive Guide to Google AdWords PDF

TitleThe Definitive Guide to Google AdWords
Tags Adwords Sea Search Engine Marketing
LanguageEnglish
File Size23.1 MB
Total Pages385
Table of Contents
                            Cover
	Contents at a Glance
	Contents
	About the Author
	About the Technical Reviewer
	Acknowledgments
	Introduction
		Who This Book Is For
		Things Just Keep Changing
		Conventions
		Contacting the Authors
SEM and the Google Ecosystem
	A Short History of Search Marketing
		Targeting
		Internet Marketing Arrives
		Enter Pay-Per-Click
		Targeted Marketing on the Internet
		Find Your Dream Job with AdWords (and $6.00)
	Search Engine Marketing
		It’s All about Targeting
	The Google Ecosystem
		Thinking in System Terms
	The Google Network
		The Google Search Network
		The Google Display Network
		The Difference Between AdWords and AdSense
		Other Google Advertising Properties and Services
	Summary
AdWords in Depth
	Understanding the AdWords Lingo
	Account Structure
		Campaigns
		Ad Groups
		Match Types
	AdWords Cost
		The Google Search Network Auction Process
		Payment on the Search Network
		The Display Network Auction Process
		Smart Pricing
	Invalid Clicks and Click Fraud
	Summary
Marketing with AdWords
	Types of Searches
	Sales Processes and the Zero Moment of Truth
		PPC and the New Funnel
	How to Measure Marketing Success
		AdWords Conversion Tracking
		Google Analytics
		Phone Tracking
	Summary
Getting Started with AdWords
	AdWords
		Account Creation
		Creating Your First Campaign
		Create Ads and Keywords
		Enter Billing Information
		Create Additional Ad Groups and/or Campaigns
	AdWords Editor
	The AdWords Interface
		Date Range
		Home Screen
		Navigating the Data
		Keyword Data
		Customizing Columns
		Performance Graphs
		Segments
	AdWords Express
	Summary
Local Advertising and Location Targeting
	How Google Determines Location
	Location Settings
		Excluding Locations
		Language Settings and Considerations
		Location and Language Setting in AdWords Editor
	Creating Campaigns to Target Local Audiences
	Add Your Address to Your Ads
	Geographic Performance Data
		Geographic Data Insights
	Understanding Where Your Users Are
	Summary
Keyword Strategy
	Keyword Basics
		The Long Tail vs. the Short Tail
		Types of Keywords
		Identifying Your Themes
	Using Google’s Keyword Tool
		Filtering Data
		Sorting Results
		Downloading and Importing Results
		Estimating Search Traffic and Cost
		Analyzing Web Sites with the Google Keyword Tool
		Researching Negative Keywords
	Other Options for Keyword Research
		Competitive Research
		Web Analytics
		Google Insights for Search
		Generate Permutations
	Match Type Settings
	Selecting Keywords
	Refining Your Keyword List Over Time
		Search Query Report
		Google Analytics Data
		The Opportunities Tab in AdWords
		Keyword Opportunities in AdWords Editor
	Summary
Creating Ads and Landing Pages
	Google’s Editorial Guidelines
		Legal Considerations
	Writing Compelling Ad Text
		Call to Action
		Features and Benefits
		Discounts
		Create a Sense of Urgency
		Informative Ads
		Pose a Question
		Testimonials
		Official-Looking Ads
		Reflect the Search Query
		The Display URL
		The Destination URL
		Ad Extensions
		Product Listing Ads
		Ad Preview Tool
		Checking Your Ad Status
		Test, Then Test Some More
	Creating a Landing Page
		Relevance
		Building Trust
		What is Your Message?
		Think “Convert”
		Instant Preview
		Testing Landing Pages
	Summary
The Display Network
	Understanding the Display Network
	Targeting Your Audience
		Remarketing
		Contextual Targeting
		Managed Placements
		Topic Targeting
		Interest Categories (Behavioral)
		The Display Conversion Optimizer
		Targeting Options Summary
	Bidding Options
	Display Ad Creative
		Ad Types
	AdWords for Video
		The How-To
	Display Ad Builder
		Creating Video Ads
		Content Ads Diagnostic Tool
	Success on the Display Network
	Tracking and Optimizing on the Display Network
		The Placements Report
		Excluding Placements by Site or Category
		Unseen Impression Filter
		Frequency Capping
		Relative CTR
	Summary
Mobile Advertising with AdWords
	Trends in the Mobile Ad Environment
		The Growth of Mobile
	Google’s Mobile Ad Offerings
		Ranking Factors: Proximity and Page Optimization
		Mobile App Extensions
		Custom Search Ads in Mobile Apps
		Click-to-Download
		Click-to-Call
		Hyperlocal Search Ads
		Circulars
	Understanding the Mobile Consumer
		The Macro Level
		The Micro Level
		The Mobile Campaign Checklist
		Understanding the Mobile Environment
	Finding the Right Keywords for Mobile
		Using the Keyword Tool for Mobile Keyword Analysis
	Creating a Mobile Campaign
		WAP Mobile Marketing
	Creating Mobile Friendly Landing Pages
		Mobile First and Mobile Last
		Mobile Markup Languages Before HTML5
		HTML5
	Mobile Web Development
		Progressive Enhancement
		Responsive Web Design
	Mobile Analytics
		Tracking Technology for Mobile
	Summary
Account Management and Optimization
	Optimizing Search Campaigns
	Budget
	Impression Share
	Quality Score Management
		Keywords and Click-Through Rate
		Ad Optimization
		Landing Page Optimization (or Conversion Optimization)
	Segmentation
	Filtering
	Bid Management
		Optimizing Bids Based on Conversion Goals
		Revenue-per-click Data
		Bid Adjustments with the Ad Scheduling
		Bid Adjustments with AdWords Editor
		Other Bid Considerations
	Rule Automation
	Opportunities and Analyzing Competition
	AdWords Campaign Experiments
		The How-To
	Generating Reports
		Comparing Data
	Managing Multiple Accounts in My Client Center
		What You Can Do in My Client Center
	Summary
Google Analytics and Actionable Data
	Murder, She Wrote
	Google Analytics Basics
		Discrepancies Between AdWords and GA Statistics
	Finding AdWords Data in GA
		Date Range
		Profiles
		Segments
		The Dashboard
		Standard Reports
		Motion Charts
		The Keyword Position Report
		Custom Reports
		PivotTable Reports in Google Analytics
	Flow Visualization Reports
		The Visitors Flow Report
		The Goals Flow Report
	Multi-Channel Funnels
		Channel Groupings
		Multi-Channel Funnel Report Settings
		The Overview Report
		The Assisted Conversions Report
		The Top Conversion Paths Report
		The Time Lag Report
		The Path Length Report
		Creating Custom Channel Groupings
	Summary
Testing with Website Optimizer
	The A/B Test
		Setting Up an A/B Test
		Managing your Experiment: The Settings Page
		Reporting (and the Winner is…)
	GWO and Google Analytics
	Multivariate Testing
		A Short Case Study
	Summary
Index
	A
	B
	C
	D
	E
	F
	G
	H
	I, J
	K
	L
	M
	N
	O
	P
	Q
	R
	S
	T, U
	V
	W
	X, Y
	Z
                        
Document Text Contents
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Weller
Calcott

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The Definitive Guide to
Google AdWords
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The Definitive Guide to Google AdWords covers everything related to AdWords in
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