Google AdWords Managing Your Advertising Program 1st Edition by Anastasia Holdren ISBN 978-1449308384 1449308384
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ISBN 10: 1449308384
ISBN 13: 978-1449308384
Author: Anastasia Holdren
Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.
Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge.
Learn the advantages of proper account structure based on tightly knit themes Understand AdWords auction and the importance of keyword Quality Score Determine your preferred bidding model and daily ad budget Evaluate campaign performance by timeframe, keyword, and other criteria Hone your keyword list whenever search queries trigger your ads Add negative keywords to filter out irrelevant queries Outperform competitors and organic search results with targeted ad copy Determine conversion goals, and use AdWords tools to track them
Table of contents:
Chapter 1: Getting Started
1.1 Introduction to Google AdWords
1.2 Where Ads Can Appear
1.3 Creating a Google Account
1.4 Creating an AdWords Account
1.5 Managing Account Access
1.6 Setting Up Your First Campaign
Chapter 2: Understanding the Auction
2.1 How the AdWords Auction Works
2.2 What Is Quality Score?
2.3 Why Does Quality Matter?
2.4 How Is Quality Score Calculated?
2.5 Where to Find Quality Score
2.6 How to Improve Quality Score
Chapter 3: Account Structure
3.1 How AdWords Accounts Are Organized
3.2 Why Structure Matters
3.3 Your Organization Strategy
3.4 Common Pitfalls
Chapter 4: Navigating Your Account
4.1 Interface Overview
4.2 That’s the Tour!
Chapter 5: Campaign Settings
5.1 Introduction to Campaign Settings
5.2 Locations and Languages
5.3 Networks and Devices
5.4 Bidding and Budget
5.5 Ad Extensions
5.6 Advanced Settings
Chapter 6: Keywords
6.1 How Keywords Fit Into the AdWords Auction
6.2 Keyword Match Types
6.3 Negative Keywords
6.4 Keyword Rules and Editorial Guidelines
6.5 How to Manage Keywords
6.6 Keyword Details Reports
6.7 How to Use the Keyword Tool
6.8 Using Google Insights for Search
Chapter 7: Writing Ads
7.1 Ad Text Requirements
7.2 AdWords Ad Policies
7.3 How to Create and Edit Ads
7.4 How to Write Powerful Ads
7.5 How to Use Dynamic Keyword Insertion
Chapter 8: Making Ads Stand Out
8.1 Ad Extensions
8.2 Location Extensions
8.3 Product Extensions
8.4 Sitelinks
8.5 Call Extensions
8.6 Social Extensions
8.7 Mobile App Extensions
Chapter 9: The Google Display Network
9.1 Introduction to the GDN
9.2 The Display Network Tab
9.3 Display Campaigns Tools
9.4 Top 10 GDN Tips
Chapter 10: Additional Ad Formats
10.1 Image and Flash Ads
10.2 Video Ads
10.3 Mobile Ads
10.4 Image and Video Tips
Chapter 11: Bids, Budgets, and Billing, Oh My
11.1 How Bidding Works
11.2 How to Decide What to Bid
11.3 Understanding Billing Options
11.4 Applying Promotional Credits
11.5 Monthly Invoicing
11.6 Click Fraud
Chapter 12: Measuring Success
12.1 What Are Your Goals?
12.2 Conversion Tracking
12.3 Google Analytics
Chapter 13: Agency Topics
13.1 Managing AdWords Accounts for Clients
13.2 The My Client Center
13.3 Third Party Policy
13.4 AdWords Editor
13.5 Google Engage
13.6 Google Certification
13.7 And Finally, Good Luck!
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Tags: Anastasia Holdren, Google AdWords, Managing Your Advertising