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- Herausgeber: John Wiley & Sons
- Kategorie: Wissenschaft und neue Technologien
- Sprache: Englisch
The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated! Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and the new Google display network. In addition, the author provides updates that reflect helpful new best practices. * Boasts approximately 85 percent updated or new content * Updates popular topics such as experiments, ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and more * Incorporates changes to the AdWords interfaces * Shares best practices in split testing, opt-in landing page structure, and ad group structure * Reviews new, free tools included in AdWords as well as new and improved third-party tools With this handy reference by your side, you'll discover the best way to make a Google AdWords campaign to work for you!
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Seitenzahl: 572
Veröffentlichungsjahr: 2011
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Google AdWords™ For Dummies®, 3rd Edition
Visit www.dummies.com/cheatsheet/googleadwords to view this book's cheat sheet.
Table of Contents
Google AdWords™ For Dummies®, 3rd Edition
by Howie Jacobson, PhD, Kristie McDonald, and Joel McDonald
Google AdWords™ For Dummies®, 3rd Edition
Published byJohn Wiley & Sons, Inc.111 River St.Hoboken, NJ 07030-5774
www.wiley.com
Copyright ©2012 by John Wiley & Sons, Inc., Hoboken, New Jersey
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.
Trademarks: Wiley, the Wiley logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries, and may not be used without written permission. Google and AdWords are trademarks or registered trademarks of Google, Inc. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.
LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ.
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Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit us at www.wiley.com.
Library of Congress Control Number: 2011942453
ISBN 978-1-118-11561-9 (pbk); ISBN 978-1-118-22431-1 (ebk); ISBN 978-1-118-23019-0 (ebk); ISBN 978-1-118-23024-4 (ebk)
Manufactured in the United States of America
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About the Authors
Howie Jacobson, PhD, is EIEIO (Emotional Intelligence & Empathic Inspiration Officer) of Vitruvian. He’s the creator of the Checkmate Method of competitive positioning, and speaks, writes, and consults on online marketing strategy and the Hero’s Journey. He is a columnist for FastCompany.com, and is a contributing author for Harvard Business Review online.
Howie has been called “one of the great positioning strategists of his generation” by his teenage daughter, which is a huge compliment if you believe that for even a second.
Howie spends his leisure time pretending he’s not 46 years old, running barefoot, and playing Ultimate Frisbee and folk-rock guitar. He also performs stand-up and improv in the shower, and occasionally in front of friendly crowds of slightly tipsy customers.
Howie lives with his family in Durham, North Carolina, and KZN, South Africa, depending on when you ask. His lifelong ambition is to bring about world peace through marketing — and after that’s accomplished, to play Ultimate Frisbee in the 2044 Olympics in Maui.
Kristie McDonald is CEO of Vitruvian. Prior to her work in PPC, Kristie was in IT consulting for over 20 years, including time spent at McKinsey & Company and two Accenture spin-offs. She has years of experience in strategy consulting, project management, and general business management.
Kristie’s online experience began in 2004 when she took charge of online marketing at the consulting company where she was an owner and director. Once she caught “the bug,” she went on to build and grow an e-commerce store and gained her initial AdWords experience and reputation working for a Chicago-based PPC management company, where she managed more than 100 client accounts in industries such as legal, real estate, e-commerce, and travel.
At Vitruvian, Kristie has been the chief dynamo, building a professional marketing service firm with the help of a great team. She is also a Google AdWords Certified Professional herself.
In her spare time (hah!), Kristie loves photography, reading, and warm vacations. She loves music and follows her husband’s band as their “number one fan” (it’s not stalking if you’re married to the drummer). She also loves drag racing (as a spectator, not a driver).
Kristie lives in West Chicago, Illinois, with her husband and three kids.
Joel McDonald is a long-time AdWords user, first time AdWords author, and Chief Strategist of Vitruvian. He has built his career on the idea that AdWords is not only a highly effective advertising medium but also one of the quickest, least expensive research and development tools in existence. His philosophy is that AdWords can boost the bottom line of every business, big or small, online or off.
Joel gained his AdWords experience at the esteemed School of Hard Knocks, where he earned the highly coveted “Google Fridge,” an honor bestowed by Google upon an advertiser upon generating his millionth lead. After generating nine figures in sales for his sixty-person Colorado company, Joel found himself in demand as a consultant for companies such as Mars Inc., RE/MAX, Better Networker, and Disney Resellers, among others. Joel enjoys speaking at large conferences as well as more intimate workshops around the country. At Vitruvian, Joel builds lean and profitable AdWords accounts and then applies the most effective elements to larger, more scalable marketing channels that are otherwise not measurable. Because he started out as a small business owner himself, Joel also runs Vitruvian’s coaching and training (or the “just because they can’t afford us doesn’t mean we can’t help them”) departments.
During his free time, Joel enjoys playing ice hockey, Ultimate Frisbee, tricking his kids into snuggling with him to play Sudoku on his iPad, and traveling with his family to accommodate his photography obsession.
Dedication
This book is dedicated to the people I annoyed and ignored the most during the writing of it: my wife and children. Mia, Ngiyakuthanda! Yael, keep strumming and drawing and writing and acting — and may all your dreams come true. Elan, remember that the floor is your friend, and keep the sweet cartoons and Hendrix riffs coming. —Howie
This book is dedicated to two mentors whom I’m forever indebted: Leslie Rohde and Jerry West. Leslie & Jerry – you turned my AdWords knowledge into a career I never could have otherwise imagined. I also like to dedicate this book to my three best friends — Christy, Jason, and Julia. I grow more enamored of you every day and am lucky to have you in my life. —Joel
This book is dedicated to my incredible husband and best friend, Tom, whose constant support, “above and beyond” help and understanding of my workaholic nature have allowed me to pursue the dream of starting and running Vitruvian. And to my wonderful children, Megan, Matthew, and Mitchell — my reasons for being. —Kristie
Authors’ Acknowledgments
From the three of us:
If we were to properly acknowledge on one page all the help we received while writing this book, we’d be using Times New Roman 0.01-point font, and you’d be reading this with an electron microscope.
Our wonderful editors at John Wiley & Sons: Amy Fandrei, Chris Morris, and Teresa Artman. They have been patient with our whining, accepting of nothing but our best, and always ready with advice and reassurance. And Jim Kelly, tech editor extraordinaire, keeps us honest and entertained at the same time.
To our contacts at Google: Jim Prosser, Stephen Woldenberg, Brian Bensch, Caitlin Veverka, Tiffany Bristol, Puneet Todi, Leda Zunlunga, Kevin Foley, and too many more to list. Thanks for all your support, prompt and polite answers to silly questions, and early warnings when we, or one of our clients, were about to be suspended for being just a little too creative with our landing page or ad copy. Howie apologizes for stealing that bicycle from the Mountain View campus, and promises to return it soon.
Big hugs to the many AdWords experts who shared their wisdom and stories. Perry Marshall is such a fine AdWords teacher, business associate, and friend that we wonder what good deeds we performed in our previous lives to deserve him. Joel thinks of Perry and Dan Thies as his AdWords “north stars,” and wishes he had known them before the dozens of expensive mistakes he made in the early days of AdWords.
We couldn’t have written this book without total faith in and support from other Vitruvian team members. Shane Keller, Vitruvian’s Director of PPC and Kristie’s “right hand man,” is a spiritual warrior and visionary on behalf of our clients, the industry, and a world enhanced, not diminished, by advertising. Garrett Todd, Vitruvian’s Director of Optimization, contributed most of Chapter 15, and inspires us all with his “bring it on” attitude.
And that goes for our whole team at Vitruvian — present and past — for the passion and dedication they show for this fun and exciting industry.
Our mastermind partner, David Rothwell, for our countless brain-twisting PPC discussions. And to Shelley Ellis for her helpful PPC news list where the top AdWords minds in the world come together — thanks for weaving together all this brain power and generosity.
Our mentors — David Bullock, Danny Warshay, Peter Bregman, Lanny Goodman, and Mike Hettwer — whose generosity of time and incredible knowledge and insight never ceases to amaze us.
All of our wonderful clients who have put their trust in us to help them on this journey to create better businesses and a better world through great marketing.
From Joel:
I want to thank my parents — Bruce & Stormy McDonald. Dad — if it weren’t for you building my first website in 1995, I’d still be making mind-numbing cold calls, and my prehistoric phone book ads would be slovenly piling up on porches around the country. Mom — had we not had that heart-to-heart talk the night before I left for college, I might have never learned the social skills that undoubtedly allowed me to get to know most of the amazing people in my life today.
John Jaworski, Andrea Warner, Brad Fallon, Julie Swatek, Mark Marati, Warren Whitlock, and of course, my brother Jason McDonald: You’ve each been there in ways more important than you know. I’m privileged to have had support from each and every one of you.
Howie and Kristie, thank you for the opportunity to join you in the creation of this book, as well as having me as a part of Vitruvian. I like to believe we’re leaving the business world a better place as a direct result what we’re doing together.
From Kristie:
Thanks to my mother, Nancy Bruchert, and my brother, Jeff Hagan, for all the help and support you provide in caring for my family and maintaining some sense of sanity with these crazy hectic projects I keep taking on.
Marla Tabaka, my business coach, close friend and confidant. Your constant encouragement and guidance has given me the courage to take advantage of the tremendous opportunities laid out before me. I would not be where I am today without you in my life.
Joel, for the energy and ambition that you’ve brought to our team. Your innovative processes, eagle eye for hidden opportunity, and passion for marketing are invaluable assets.
Howie, for the opportunity to run an agency with your name, reputation, and insights guiding our way like a bright light in a dark tunnel.
From Howie:
Mary Stokes and the Bend of Ivy Gang have challenged, guided, loved, and supported me at my finest and worst hours. If anyone ever accuses me of being well-adjusted, it will be because of you all.
Ken McCarthy is, quite simply, the source. He understood the potential of the Internet long before the dot.com craze, and he has been quietly creating business leaders and success stories since the early 1990s. The combination of masterful teacher and brilliant business strategist is a rare one; throw in loyal friend and passionate righter of wrongs, and you have Ken.
Brad Hill believed in me enough to get this whole adventure in motion, and he has encouraged me to become the writer my elementary school teachers always said I’d become. Danny Warshay has been a business and life mentor since we met as roommates in Jerusalem in 1986.
And Peter Bregman gave me my introduction to the business world when I was a naïve, befuddled PhD freshly minted from grad school. He always encouraged me to ask questions, no matter how stupid, and except for that time when I asked the HR Director from American Express what exactly she meant by “P&L,” it all worked out. Without Peter’s guidance and wicked humor, my life would be unimaginably less rich and frighteningly less productive.
And of course my co-conspirators Kristie and Joel, the unrelated McDonald geniuses. I love what I see of myself reflected in your eyes, and I’m honored to be in cahoots with such wise, compassionate, and hilarious souls. It’s a thrill being your EIEIO.
Publisher’s Acknowledgments
We’re proud of this book; please send us your comments at http://dummies.custhelp.com. For other comments, please contact our Customer Care Department within the U.S. at 877-762-2974, outside the U.S. at 317-572-3993, or fax 317-572-4002.
Some of the people who helped bring this book to market include the following:
Acquisitions and Editorial
Senior Project Editor: Christopher Morris
Acquisitions Editor: Amy Fandrei
Senior Copy Editor: Teresa Artman
Technical Editor: James Kelly
Editorial Manager: Kevin Kirschner
Editorial Assistant: Amanda Graham
Sr. Editorial Assistant: Cherie Case
Cover Photo: ©istockphoto.com / Angela Waye
Cartoons: Rich Tennant (www.the5thwave.com)
Composition Services
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Publishing and Editorial for Technology Dummies
Richard Swadley, Vice President and Executive Group Publisher
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Mary C. Corder, Editorial Director
Publishing for Consumer Dummies
Kathleen Nebenhaus, Vice President and Executive Publisher
Composition Services
Debbie Stailey, Director of Composition Services
Introduction
Most business owners we meet have never heard of Google AdWords. When we tell people we’re the authors of AdWords For Dummies, their most common reaction is, “John Edwards?” And of those who have heard of it, few have tried it. And of those who try it, most give up when they can’t make money right away.
And now that AdWords is approaching its tenth birthday, it’s being eclipsed in the buzz-o-sphere by more exciting media like Facebook, Twitter, Groupon, and foursquare. So why are we writing this, and why are you reading it?
Because the revolution in advertising that AdWords represents is still in its infancy. Businesses large and small can show their ads to qualified prospects anywhere in the world, when those prospects are hungriest for the business’ products and services. AdWords allows fine geographic targeting, like a Yellow Pages ad, but (unlike the Yellow Pages) also allows advertisers to edit, pause, or delete their Google ads any time they like, in real time.
Even better, Google ads cost money only when they are clicked — that is, when a live prospect clicks the ad to visit your site. And perhaps most important, when used cleverly, AdWords enables you to improve your advertising return on investment (ROI) far faster than any other advertising medium. Because a click can cost as little as a penny, and each click can be tracked to a business outcome, even small, cash-strapped businesses can find AdWords an effective way to grow without betting the farm on untested marketing messages. Google’s ads reach across the entire Internet. In addition to the 200 million Google searches per day (almost 60 percent of all Internet searches), Google provides search results for AOL, EarthLink, Netscape, and other big Internet service providers. And through its AdSense program, Google’s ads appear on sites all across the Internet — in thousands of newspaper websites and hundreds of thousands of blogs, as well as on Gmail pages.
Lesen Sie weiter in der vollständigen Ausgabe!
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Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
Lesen Sie weiter in der vollständigen Ausgabe!
