Book Details:
By:Harold Davis
With:David Iwanow
Publisher:O'Reilly Media
Print: November 2009
Ebook: November 2009
Pages: 432
Print ISBN:978-0-596-15579-7 | ISBN 10:0-596-15579-4
Ebook ISBN:978-0-596-80573-9 | ISBN 10:0-596-80573-X
About the Book
With this book, you'll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money.
You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website. Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don't, and why. Google's ad programs can help any business with a web presence, and this guide explains precisely how to use them.
Learn how to create effective campaign plans for your website
Understand the PageRank algorithm, Search Engine Optimization (SEO), and Search Engine Marketing (SEM)
Drive traffic to your website and make money as an advertising host
Add AdSense code and Google search to your site
Learn how content, search, and referral ads perform
Create and edit AdWord campaigns
Monitor AdWords activity and improve your campaign's performance
Table of Contents
Making Money with a Website
Chapter 1 : Creating Successful Websites
The Taxonomy of Success
Tools for Measuring Popularity
How Much Content Is Enough?
Presenting Content
Content Architecture
Where Does Content Come From?
The Power of Community
Action Items
Chapter 2 : Creating Effective Marketing Plans
Telling a Story
Basics of Marketing
Creating a Plan
Creating a Checklist
Naming Your Site
Introducing SEM
Comparing SEO with SEM
Action Items
Chapter 3 : Driving Traffic to a Website
Submitting Your Sites to Search Engines
Working with Google
Taking Advantage of Site Mapping
Working with Directories
Becoming Popular by Generating Inbound Links
The Power of the Press Release
Unleashing Your Inner Blogger
Using Syndication Feeds to Your Benefit
Creating Email Lists and Surmounting the Spam Problem
Action Items
Chapter 4 : Nuts and Bolts of SEO
SEO’s Evolution
More About How Your Site Appears to a Bot
Excluding the Bot
Meta Information
Design for SEO
Using PageRank
Linking
Avoiding Overly Aggressive SEO
Action Items
Chapter 5 : Making Money with Affiliate Programs
Kinds of Ad Programs
Understanding Affiliate Programs
Working with an Affiliate Program
Action Items
Chapter 6 : Making Money by Hosting Advertising
Understanding Cost Per Click (CPC)
Contextual Relevance
CPC Vendors Compared
Placing Ad Units on Your Site
Display and Banner Ads
Action Items
Chapter 7 : Understanding the Google Behemoth
The Parts of Google
Content Versus Search
Anatomy of a Search Query
The Automated Ad Broker: AdWords
Action Items
Cashing in with AdSense
Chapter 8 : Working with AdSense
Applying for an AdSense Account
Setting Account Options
AdSense Programs
AdSense for Content Ad Settings
AdSense for Search Settings
AdSense for Feeds
AdSense for Domains
Video Units
Linking Google AdSense to Google Analytics
Action Items
Chapter 9 : Making Sense of AdSense
Fundamentals of Navigation
Understanding the Metrics
Running Reports
Statistics
Downloading a CSV File
Other Program Performance
Optimization Tips
Site Diagnostics
Your Earnings
Tools Beyond AdSense for Tracking
Action Items
Working with AdWords
Chapter 10 : Using AdWords
Signing Up for an Account
Ad Campaigns and Ad Groups
Getting a My Client Center Account
Action Items
Chapter 11 : Improving Performance
Monitoring Your AdWords Activity
Campaign Management Tools
Action Items
Chapter 12 : The Zen of AdWords
The Customer Life Cycle
The Path of Indirection
Success via Iteration
Targeting the Competition
Estimating Traffic
Exclusion
Action Items
Chapter 13 : Advanced Performance Monitoring
Using AdWords Reports
Conversion Tracking
Google Analytics
Website Optimizer
Action Items
Chapter 14 : AdWords beyond CPC
Display Ad Builder
Mobile Ads
Video Ads
Advertising on TV
Action Items
Colophon
About the Author
Harold Davis is the author of more than thirty books on a wide range of topics from art and photography to computer programming and the Internet. He has been a professional photographer, lawyer, software developer, enterprise consultant, and the chief technology officer for an Internet startup.
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