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Marketing andAdvertising Using Google
™
Targeting Your Advertisingto the Right Audience
Marketing and AdvertisingUsing Google
™
Copyright © 2007 Google Inc.All rights reservedTo order additional copies call (800) 355-9983 (Thomson Custom CustomerService) or go to: adwords.thomsoncustom.comISBN: -426-62737-8We want to hear your eedback about this book.Please email
businesseducators@google.com
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Marketing and Advertising Using Google™Lesson 1 – Google Search Marketing: AdWords
Topic – Online Advertising: A Brie History o a Young Medium 5Topic 2 – Online Advertising Joins the Marketing Mix 8Topic 3 – Behind the Scenes: How Google Search Works Topic 4 – AdWords Ads Fundamentals 5Topic 5 – AdWords Ads Appear Across Many Websites 8
Lesson 2 – Overview o Google AdWords Accounts
Topic – Getting Started: AdWords Starter Edition 29Topic 2 – How Ads Are Shown: The AdWords Auction 37Topic 3 – Ad Rank, AdWords’ Discounter, and Basic Tenets o Optimization 39Topic 4 – Introduction to Site-Targeted Campaigns 40Topic 5 – Ad Formats 45
Lesson 3 – Successul Keyword-Targeted Advertising
Topic – Choosing the Right Keywords 53Topic 2 – Writing Successul Ad Text 56Topic 3 – Choosing Relevant Landing Pages 58Topic 4 – Monitoring Perormance and Analyzing an Ad’s Quality Score 60Topic 5 – How Do Advertisers Know Their Quality Score? 6Topic 6 – Optimize Ads to Boost Perormance and Quality Score 62
Lesson 4 – Image and Video Ads
Topic – Overview o Image Ads 69Topic 2 – Video Ads 72Topic 3 – Tips on Creating Successul Video Ads 74Topic 4 – Integrating Dierent Ad Formats into an Ad Campaign 75
Lesson 5 – Local & Mobile Advertising
Topic – Going Local: About Local Business Ads 8Topic 2 – Getting on the Map: Creating Local Business Ads 84Topic 3 – Mobile Ads: Advertising on the Go 85Topic 4 – Integrating Local with Mobile: Google Maps or Mobile 87
Lesson 6 – Tracking Perormance
Topic – Perormance Basics: Conversions and ROI Dened 95Topic 2 – Quick Perormance Tracking: Campaign Summary Metrics and the Report Center 98Topic 3 – AdWords Conversion Tracking 00Topic 4 – Cross-Channel Conversion Tracking 03Topic 4 – Google Analytics: Advanced Tracking 05Topic 5 – Tracking ROI Across Multiple Ad Campaigns – Online and Ofine 0Topic 6 – Google Checkout - Don’t Lose Your Customers at the Last Step o the Sale 2
Lesson 7 – The Future o AdWords Advertising
Topic – The Changing AdWords Landscape 7
Lesson 8 – AdSense
Topic – AdSense Overview 25Topic 2 – AdSense Programs: Content & Search 27Topic 3 – Payment & Reports 32
Glossary
38
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