Advanced Google Adwords.
Brad. Geddes
Bok Engelsk 2010 · Electronic books.
| Omfang | 1 online resource (555 pages)
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| Utgave | 1st ed.
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| Opplysninger | Advanced Google AdWords -- About the Author -- Contents -- Foreword -- Introduction -- Who Should Read This Book -- What Is Covered in This Book -- The Companion Website -- How to Contact the Author -- 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: Keyword Research -- Understanding the Buying Funnel -- Understanding Keywords -- Discerning Keyword Match Types -- Using Negative Keywords -- Taking Control of Your Ad Display -- Best Practices for Conducting Keyword Research -- Chapter 3: Keyword Tools: Extracting Valuable Data from Google -- AdWords Keyword Tool -- Using Google's Search-Based Keyword Tool -- Google Sets -- Google Trends -- Google Insights for Search -- Google Labs and Microsoft adCenter Labs -- 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 -- Following the Law: Trademarks -- The Quest for the Holy Grail of Advertising -- Best Practices for Writing Compelling Ads -- Chapter 5: 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 to Increase Your Conversion Rates -- Best Practices for Landing Pages -- Chapter 6: Advanced Optimization Techniques -- Optimizing for Traffic -- Optimizing for Conversions -- Best Practices for Advanced Optimization Techniques -- Chapter 7: Demystifying Quality Score -- What Is Quality Score?.. - Setting Your Marketing Goals -- Measuring Results with Google's Conversion Tracking Code -- AdWords Bidding Options -- Profitable Bidding Strategies -- Calculating Your Max CPC -- Position Preference: Controlling Where Your Ad Is Displayed -- Ad Scheduling: Automatically Changing Bids by Time Periods -- Understanding Attribution Management -- Examining AdWords Reports to Make ROI Bid Decisions -- Best Practices for Utilizing Profitable Bid Strategies -- Chapter 14: Successful Account Organization Strategies -- 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: Testing Techniques That Will Increase Profits -- Testing Is Essential to Increasing Profits -- How to Test Ad Copy to Increase Conversions -- Ad Copy Themes to Spark Your Creativity -- How to Test Landing Pages to Increase Conversions -- Testing Profit per Click and Profit per Impression -- Best Practices for Testing Techniques That Will Increase Profits -- Chapter 16: AdWords Reports: How to Extract Actionable Information -- Choosing General AdWords Report Settings -- Using Reports to Optimize Your Account -- Best Practices for Using AdWords Reports -- Chapter 17: Step by Step: Create and Monitor Your AdWords Account -- Before You Create Your Account -- Creating Campaigns -- Optimizing Ongoing Campaigns -- Best Practices for Creating and Managing Your AdWords Account -- Glossary -- Index.. - Viewing Your Quality Score -- Landing Page Quality: Making Your Pages Relevant -- Estimating Your First Page Bid -- Understanding the Content Network Quality Score -- Creating Highly Relevant Ad Groups -- What to Do if Your Quality Score Drops -- Quality Score FAQs -- Best Practices for Optimizing Quality Scores -- Chapter 8: Beyond Text: Image, Video, and Mobile Ads -- Beyond the Desktop: Creating Mobile Ads -- Beyond Static Text: Creating Rich Media Ads -- Using Google's Display Ad Builder -- Best Practices for Employing Image, Video, and Mobile Ads -- Chapter 9: Understanding the Content Network -- What Is the Content Network? -- Creating a Successful Content Network Campaign -- Smart Pricing: Why Cost per Conversion Is the Best Metric to Measure Success -- Learning How the Content Network Is Performing for You -- Managing Automatic Placements -- Placement Targeting: Choosing Which Content Sites Display Your Ads -- Best Practices for the Content Network -- Chapter 10: Advanced Content Network Techniques -- Enhancing Your Content Campaigns -- Setting Different Bids By Demographics -- Creating Scenarios to Understand and Reach Your Targeted Audience -- How to Write Effective Content Ads -- Google Ad Planner: Free Access to Expensive Data -- Best Practices for Advanced Content Network Usage -- Chapter 11: Advanced Geographic Targeting -- What Is Geographic Targeting? -- Reaching Users in Specific Locations -- Treating Locals and Non-locals Differently in Your Ad Copy -- Viewing Geographic Results -- Geographic Performance Reports -- Best Practices for Geographic Targeting -- Chapter 12: Save Time and Scale Accounts with the AdWords Editor -- AdWords Editor Overview -- How to Scale Your Account -- Optimizing Content with the AdWords Editor -- Best Practices for Using the AdWords Editor -- Chapter 13: Profitable Bid Strategies.. - Master Google AdWords and get more out of your campaigns What's the secret to making every pay-per-click of your Google AdWords really pay? This must-have guide-written by a Google Advanced AdWords seminar instructor-shows you exactly how to apply advanced techniques and tactics for better results. Discover the best tools for keyword research, tips on crafting winning ad copy, advanced PPC optimization tricks, winning bidding strategies, and much more. If you manage AdWords PPC accounts, you won't want to miss this expert, detailed instruction. Covers the essential and advanced capabilities of Google AdWords Explores keyword research, PPC optimization strategies, the intricacies of Content Nation, how to interpret results and reports, and much more Provides busy marketers, consultants, PR professionals, Web developers, and others with an invaluable, step-by-step guide of advanced concepts Goes well beyond the basics and offers tips and tactics that you can immediately apply to your own campaigns Reinforces concepts through fascinating, real-world case studies Includes a 25 Google Adwords Gift Card for new customers If you've been seeking a practical, expert book on Google AdWords, one that goes well beyond the basics, Advanced Google AdWords is it!.
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| ISBN | 9780470640715
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