By: Brad Geddes
ISBN: 978-0-470-50023-1
Paperback
552 pages
April 2010
There are so many options with AdWords that it can be difficult to determine where to start
or to understand what is possible. For instance, you could create an ad for a Google Androidpowered phone that is only shown to a consumer if:
The consumer is in the business section of the New York Times website.
The article being read is about the iPhone.
The consumer is on a mobile phone.
The consumer is located in Minneapolis.
The day is Monday.
The time is between 6:00 a.m. and 8:00 a.m.
While rarely will you want an ad shown under such stringent conditions, choosing one or two of those options to constrain your ad serving so that you reach your ideal customer will help you save marketing dollars while putting the correct ad in front of your target market.
Of course, there is more to AdWords than image ads and the content network. We start with search and end with step-by-step instructions. We will dive into detailed ad copy and landing page testing, account organization, ad copy writing, and even multiple strategies for setting bids.
Inside, you will find one of the most comprehensive sections ever written on quality score. If you have been advertising with Google for a while and either do not know what quality score is or have had problems with high first page bids or low quality scores, this book is definitely for you.
If you are an advanced user and are wondering if you can learn from this book, just flip to the last chapter. There you will find a step-by-step guide for creating and optimizing AdWords accounts.
Every single section in that chapter is a reflection of what you will learn throughout this book.
Description
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
If you've been seeking a practical, expert book on Google AdWords, one that goes well beyond the basics, Advanced Google AdWords is it!
Table of Contents
Foreword.
Introduction.
1 Understanding Search Theory.
2 Keyword Research.
3 Keyword Tools: Extracting Valuable Data from Google.
4 Writing Compelling Ads.
5 Landing Pages that Convert Searchers into Buyers.
6 Advanced Optimization Techniques.
7 Demystifying Quality Score.
8 Beyond Text: Image, Video, and Mobile Ads.
9 Understanding the Content Network.
10 Advanced Content Network Techniques.
11 Advanced Geographic Targeting.
12 Save Time & Scale Accounts with the Adwords Editor.
13 Profitable Bid Strategies.
14 Successful Account Organization Strategies.
15 Testing Techniques That Will Increase Profits.
16 AdWords Reports: How to Extract Actionable Information.
17 Step-by-Step: Create & Monitor Your AdWords Account.
Glossary.
Index.
About the Author
AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (bgTheory.com) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, ad:tech, and many others.
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