Advanced Google AdWords E-Book

Brad Geddes

• Herausgeber: John Wiley & Sons
• Kategorie: Wissenschaft und neue Technologien
• Sprache: Englisch

Seitenzahl: 1102

Veröffentlichungsjahr: 2014

Beschreibung

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.

Leseprobe

CONTENTS

Titlepage

Dedication

Publisher's Note

Acknowledgments

About the Author

Introduction

What You Will Learn

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: 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 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

Advertisement

End-User License Agreement

List of Tables

Table 2-1

Table 2-2

Table 2-3

Table 4-1

Table 4-2

Table 4-3

Table 4-4

Table 5-2

Table 5-3

Table 7-1

Table 7-2

Table 9-1

Table 10-1

Table 11-1

Table 11-3

Table 12-2

Table 12-3

Table 12-4

Table 12-5

Table 12-6

Table 13-1

Table 13-2

Table 14-1

Table 15-1

List of Illustrations

Figure 1-1

Figure 1-2

Figure 1-3

Figure 1-4

Figure 2-1

Figure 2-2

Figure 2-3

Figure 2-4

Figure 2-5

Figure 2-6

Figure 2-7

Figure 2-8

Figure 2-9

Figure 2-10

Figure 2-11

Figure 2-12

Figure 2-13

Figure 2-14

Figure 2-15

Figure 3-1

Figure 3-2

Figure 3-3

Figure 3-4

Figure 3-5

Figure 3-6

Figure 3-7

Figure 3-8

Figure 3-9

Figure 3-10

Figure 3-11

Figure 3-12

Figure 3-13

Figure 3-14

Figure 3-15

Figure 3-16

Figure 3-17

Figure 3-18

Figure 3-19

Figure 3-20

Figure 3-21

Figure 3-22

Figure 3-23

Figure 3-24

Figure 3-25

Figure 3-26

Figure 3-27

Figure 3-28

Figure 3-29

Figure 3-30

Figure 3-31

Figure 3-32

Figure 3-33

Figure 3-34

Figure 4-1

Figure 4-2

Figure 4-3

Figure 4-4

Figure 4-5

Figure 4-6

Figure 4-7

Figure 4-8

Figure 4-9

Figure 4-10

Figure 4-11

Figure 4-12

Figure 4-13

Figure 4-14

Figure 4-15

Figure 4-16

Figure 4-17

Figure 4-18

Figure 4-19

Figure 4-20

Figure 4-21

Figure 4-22

Figure 4-23

Figure 4-24

Figure 4-25

Figure 4-26

Figure 4-27

Figure 4-28

Figure 4-29

Figure 4-30

Figure 4-31

Figure 4-32

Figure 4-33

Figure 5-1

Figure 5-2

Figure 5-3

Figure 5-4

Figure 5-5

Figure 5-6

Figure 5-7

Figure 5-8

Figure 5-9

Figure 5-10

Figure 5-11

Figure 5-12

Figure 5-13

Figure 5-14

Figure 5-15

Figure 5-16

Figure 5-17

Figure 5-18

Figure 5-19

Figure 7-1

Figure 7-2

Figure 7-3

Figure 7-4

Figure 7-5

Figure 7-6

Figure 7-7

Figure 7-8

Figure 7-9

Figure 7-10

Figure 7-11

Figure 7-12

Figure 7-13

Figure 7-14

Figure 7-15

Figure 7-16

Figure 8-1

Figure 8-2

Figure 8-3

Figure 8-4

Figure 8-5

Figure 8-6

Figure 8-7

Figure 8-8

Figure 8-9

Figure 8-10

Figure 8-11

Figure 8-12

Figure 8-13

Figure 8-14

Figure 8-15

Figure 8-16

Figure 8-17

Figure 9-1

Figure 9-2

Figure 9-3

Figure 9-4

Figure 9-5

Figure 9-6

Figure 9-7

Figure 9-8

Figure 9-9

Figure 9-10

Figure 9-11

Figure 9-12

Figure 9-13

Figure 9-14

Figure 9-15

Figure 9-16

Figure 9-17

Figure 9-18

Figure 9-19

Figure 9-20

Figure 9-21

Figure 9-22

Figure 9-23

Figure 9-24

Figure 9-25

Figure 9-26

Figure 9-27

Figure 9-28

Figure 9-29

Figure 9-30

Figure 9-31

Figure 9-32

Figure 9-33

Figure 9-34

Figure 9-35

Figure 9-36

Figure 9-37

Figure 9-38

Figure 9-39

Figure 9-40

Figure 10-1

Figure 10-2

Figure 10-3

Figure 10-4

Figure 10-5

Figure 10-6

Figure 10-7

Figure 10-8

Figure 10-9

Figure 10-10

Figure 10-11

Figure 10-12

Figure 10-13

Figure 10-14

Figure 10-15

Figure 10-16

Figure 10-17

Figure 10-18

Figure 10-19

Figure 10-20

Figure 10-21

Figure 10-22

Figure 10-23

Figure 11-1

Figure 11-2

Figure 11-3

Figure 11-4

Figure 11-5

Figure 11-6

Figure 11-7

Figure 11-8

Figure 11-9

Figure 11-10

Figure 11-11

Figure 11-12

Figure 11-13

Figure 11-14

Figure 11-15

Figure 11-16

Figure 11-17

Figure 11-18

Figure 11-19

Figure 11-20

Figure 11-21

Figure 11-22

Figure 11-23

Figure 12-1

Figure 12-2

Figure 12-3

Figure 12-4

Figure 12-5

Figure 12-6

Figure 12-7

Figure 12-8

Figure 12-9

Figure 12-10

Figure 12-11

Figure 12-12

Figure 12-13

Figure 12-14

Figure 12-15

Figure 12-16

Figure 12-17

Figure 12-18

Figure 12-19

Figure 13-1

Figure 13-2

Figure 13-3

Figure 13-4

Figure 13-5

Figure 13-6

Figure 13-7

Figure 13-8

Figure 13-9

Figure 13-10

Figure 13-11

Figure 13-12

Figure 13-13

Figure 13-14

Figure 13-15

Figure 13-16

Figure 13-17

Figure 13-18

Figure 13-19

Figure 13-20

Figure 13-21

Figure 13-22

Figure 13-23

Figure 13-24

Figure 13-25

Figure 13-26

Figure 13-27

Figure 13-28

Figure 13-29

Figure 13-30

Figure 13-31

Figure 13-32

Figure 13-33

Figure 13-34

Figure 13-35

Figure 13-36

Figure 13-37

Figure 13-38

Figure 13-39

Figure 13-40

Figure 13-41

Figure 13-42

Figure 13-43

Figure 13-44

Figure 13-45

Figure 13-46

Figure 13-47

Figure 13-48

Figure 13-49

Figure 13-50

Figure 13-51

Figure 13-52

Figure 13-53

Figure 13-54

Figure 14-1

Figure 14-2

Figure 14-3

Figure 14-4

Figure 14-5

Figure 14-6

Figure 14-7

Figure 14-8

Figure 14-9

Figure 14-10

Figure 14-11

Figure 15-1

Figure 15-2

Figure 15-3

Figure 15-4

Figure 15-5

Figure 15-6

Figure 15-7

Figure 15-8

Figure 15-9

Figure 15-10

Figure 15-11

Figure 15-12

Figure 15-13

Figure 15-14

Figure 15-15

Figure 15-16

Figure 15-17

Figure 15-18

Figure 15-19

Figure 15-20

Figure 15-21

Figure 15-22

Figure 15-23

Figure 15-24

Figure 15-25

Figure 15-26

Figure 15-27

Figure 15-28

Figure 15-29

Figure 15-30

Figure 15-31

Figure 15-32

Figure 15-33

Figure 15-34

Figure 16-1

Figure 16-2

Figure 16-3

Figure 16-4

Figure 16-5

Figure 16-6

Figure 16-7

Figure 16-8

Figure 16-9

Figure 16-10

Figure 16-11

Figure 16-12

Figure 16-13

Figure 16-14

Figure 16-15

Figure 16-16

Figure 16-17

Figure 16-18

Figure 16-19

Figure 16-20

Figure 16-21

Figure 16-22

Figure 16-23

Figure 17-1

Figure 17-2

Figure 17-3

Figure 17-4

Figure 17-5

Figure 17-6

Figure 17-7

Guide

Cover

Title Page

Start Reading

Front Matter

Introduction

Chapter 1: Understanding Search Theory

Chapter 2: Performing Keyword Research

Chapter 3: Keyword Tools: Extracting Valuable Data from Google

Chapter 4: Writing Compelling Ads

Chapter 5: Creating Landing Pages That Convert Searchers into Buyers

Chapter 6: Learning Advanced Optimization Techniques

Chapter 7: Demystifying Quality Score

Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads

Chapter 9: Understanding the Display Network

Chapter 10: Utilizing Advanced Display Network Techniques

Chapter 11: Utilizing Advanced Geographic Targeting Techniques

Chapter 12: Saving Time and Scaling Accounts with AdWords Editor

Chapter 13: Devising Profitable Bid Strategies

Chapter 14: Organizing Accounts Successfully

Chapter 15: Implementing Testing Techniques That Will Increase Profits

Chapter 16: AdWords Reports: Extracting Actionable Information

Chapter 17: Step by Step: Creating and Monitoring Your AdWords Account

Glossary

Advertisement

End-User License Agreement

Pages

xiii

i

ii

iii

iv

v

vi

vii

viii

ix

xiv

xv

xvi

xvii

xix

xx

xxi

xxxiii

xxxiv

xxxv

xxxvi

1

2

3

5

6

8

9

10

11

12

13

14

16

17

18

19

20

21

22

23

24

25

26

27

28

29

30

31

32

33

35

36

37

38

39

40

41

42

43

44

45

46

48

49

50

51

52

54

55

56

57

58

59

60

61

62

63

64

65

67

69

70

72

74

75

79

80

82

83

84

85

86

87

90

91

93

94

96

98

99

100

101

102

103

104

105

107

108

109

110

114

115

116

118

120

121

122

123

125

126

128

129

130

132

133

134

135

136

139

140

141

142

144

145

146

147

148

149

150

151

152

153

154

155

157

158

159

160

162

163

164

165

167

168

169

170

171

172

173

174

175

176

178

179

180

182

215

216

217

218

220

221

222

224

225

228

229

230

231

232

233

234

235

236

237

238

240

241

242

243

244

245

246

248

249

251

252

254

255

257

258

259

261

262

264

266

267

271

272

275

276

277

278

279

280

283

284

286

287

288

289

291

292

293

294

295

298

300

303

305

307

311

312

314

316

320

321

323

324

325

326

327

328

330

332

333

334

336

337

339

340

341

342

343

346

347

348

349

350

351

352

353

354

356

357

358

359

360

361

362

363

364

365

366

367

368

369

370

371

374

375

376

378

379

380

381

382

384

385

386

387

388

390

391

396

398

399

400

402

403

404

407

409

410

411

412

413

414

415

417

418

419

420

422

423

424

425

429

432

433

434

435

436

437

438

442

443

447

448

449

450

451

452

453

454

455

456

457

458

459

460

461

463

464

465

466

467

468

469

470

471

473

474

475

476

482

485

486

488

489

490

491

493

496

497

498

499

500

501

502

503

506

507

508

509

510

511

512

513

514

515

516

517

519

520

521

522

523

524

525

526

527

529

530

532

533

535

536

537

538

539

541

542

543

547

550

551

553

554

555

557

558

559

560

562

563

564

567

568

570

571

572

573

574

576

577

578

579

581

582

583

584

585

586

587

589

590

592

595

596

597

598

599

600

601

603

604

605

606

607

608

609

610

611

612

614

615

616

617

619

620

621

622

623

624

625

626

Advanced Google AdWords™

Third Edition

Brad Geddes

Praise for Advanced Google AdWords

Brad gets it! He has a wealth of hands-on experience and shares it freely. If you want to drive and convert Google AdWords traffic, you need to read this book—now!

—Tim Ash, CEO of SiteTuners, Author of Landing Page Optimization, Chairperson of Conversion Conference

Brad Geddes is the clearest voice on Advanced AdWords teachings, tactics, and strategies. I’m constantly referring to Brad’s articles and sharing them with others to help our clients make tens of thousands of dollars in their PPC campaigns—so be sure to grab a copy of Brad’s new book.

One of the best things I like about Brad’s knowledge is that he is constantly sharpening his blade by teaching (Google’s Seminar for Success, AdWords advanced courses) and doing (running his own campaigns), so his writing reflects his deep knowledge of the intricacies and details which, when followed, lead to improved campaign results.

There are a handful of books on the market that give you a broad understanding of the psychology behind how to advertise on Google; in Advanced Google AdWords Brad gives you that plus a practical, step-by-step plan to leverage what you’ve learned by including the technical details you need to turn your knowledge into action.

—Timothy Seward, Founder and CEO, ROI Revolution, Inc.

This book translates years of successful experience into language anyone can learn from to improve their skill level and understand paid search at a higher level. For years Brad has been my go-to source for the hardest of AdWords questions no one else could answer. Understanding the evolution of paid search is key to taking advantage of the nuances and complexities of current search algorithms. Brad does the impossible by teaching you high-level skills that will equate to actionable strategies you can apply immediately. He describes the life cycle of paid search and most importantly how to create a strategy from this understanding that applies to you. Brad has stayed fresh and documented his decade of experience, and he teaches people with a patience level acquired from years of teaching in person that results in attention to detail that will be hard to find in any other book on the subject. The money you will save on understanding Quality Score alone makes buying this book a no-brainer.

—Capt. Todd Malicoat, SEO Faculty at Market Motive