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Table Of Contents

Preface
CHAPTER 1
Creating Successful Websites
The Taxonomy of Success
Entertainment
Useful Free Services and Software
Magazines and Newspapers
The Blogosphere
Practical Information: Content Sites and Niches
E-Commerce Sites
Tools for Measuring Popularity
Using the Google Toolbar
Let the Google Search Engine Be Your Guide
Finding Popularity with Alexa
How Much Content Is Enough?
Presenting Content
Page and Site Design
Page Size
Images, Video, and Podcasting
Keeping Content Fresh
Positioning Ads
Content Architecture
Separating Content from Design
Server-Side Includes
PHP Includes
Optimal Include Layout
Where Does Content Come From?
The Power of Community
Action Items
CHAPTER 2
Creating Effective Marketing Plans
Telling a Story
The Elevator Pitch
Basics of Marketing
Creating a Plan
Creating a Checklist
Naming Your Site
Introducing SEM
Comparing SEO with SEM
Crafting the Blended Campaign
CHAPTER 3
Driving Traffic to a Website
Submitting Your Sites to Search Engines
Important Search Engines for Submission
Submission Tools
Working with Google
Taking Advantage of Site Mapping
Working with Directories
Understanding Taxonomies
Getting Open Directory Project Listings
Getting Yahoo! Directory Listings
Becoming Popular by Generating Inbound Links
The Best Inbound Links
Finding Sites to Make a Link Request
Making the Link Request
The Power of the Press Release
Unleashing Your Inner Blogger
Using Syndication Feeds to Your Benefit
Creating Feeds
Telling the World About Your Feed
Submitting Feeds
Creating Email Lists and Surmounting the Spam Problem
CHAPTER 4
Nuts and Bolts of SEO
SEO’s Evolution
The SEO Advantage
What SEO Can (and Cannot) Do
Free Tools
Google Webmaster Tools
Commercial SEO Analysis Software
More About How Your Site Appears to a Bot
Images
Links
File Formats
Viewing Your Site with an All-Text Browser
Excluding the Bot
The robots.txt File
Meta Robot Tags
Meta Information
Design for SEO
Site Design Principles
Words and Keyword Density
Mechanics of the Process
Creatives
The Amazon.com Associate Program
CHAPTER 6
Making Money by Hosting Advertising
Understanding Cost Per Click (CPC)
Contextual Relevance
How Good Is the Context?
Serving Ads
Display and Banner Ads
CHAPTER 7
Understanding the Google Behemoth
The Parts of Google
Blogger
Book Search
Directory
Gmail
GOOG-411
Google Health
Maps
Product Search
Scholar
YouTube
Content Versus Search
Anatomy of a Search Query
Google Syntax and Operators
The Rules of Simple Search
Effective Searching
Advanced Search
The Search Results Page
The Automated Ad Broker: AdWords
PART II
CHAPTER 8
Working with AdSense
Applying for an AdSense Account
Providing a Website Address
Setting Account Options
Payment Preferences
Ad Display Preference
Account Access
Reviewing Payment History
Filing Tax Information
AdSense Programs
AdSense for Content Ad Settings
Ad Type
Ad Format and Colors
AdSense for Mobile Content
Ad Channels
Getting the Code
Managing Ads
Custom Ad Colors
Using Channels
Applying Competitive Filters
Site Authentication, Ad Review, and Allowed Sites
AdSense for Search Settings
AdSense for Feeds
AdSense for Domains
Video Units
Linking Google AdSense to Google Analytics
CHAPTER 9
Making Sense of AdSense
Fundamentals of Navigation
Understanding the Metrics
Running Reports
Saving a Report as a Template
Choosing a Date Range
Page, Unit, or Ad Impressions
Aggregate Versus Channel Data
Statistics
Downloading a CSV File
Other Program Performance
Search Performance
How Are Your Parked Domains Doing?
Optimization Tips
Site Diagnostics
Your Earnings
Tools Beyond AdSense for Tracking
Listening to Web Logs
Web Analytic Software
PART III
CHAPTER 10
Using AdWords
Signing Up for an Account
Creating Your Account
Creating Your First Campaign
Bidding and Budget
Advanced Settings
Creating an Ad
Crafting an Ad
Choosing Keywords
Providing Payment Information and Activating Your Account
Graduating
Ad Campaigns and Ad Groups
Creating and Editing Ad Campaigns
Creating a New Campaign
Editing Campaign Settings
Ad Groups
Getting a My Client Center Account
CHAPTER 11
Improving Performance
Monitoring Your AdWords Activity
Understanding Your Campaign Summary
Drilling Down into a Campaign
Understanding Average Position
Understanding Ad Group Performance
Campaign Management Tools
Using the Ads Diagnostic Tool
Entering Search Queries or Search Results Page URLs
Optimizing Your Ads
The Zen of AdWords
The Customer Life Cycle
Keywords
Getting Seen
Test Your Ads
Landing Pages That Work
Tracking
Balance
The Path of Indirection
Success via Iteration
Targeting the Competition
Estimating Traffic
Exclusion
Excluding Sites and Categories
IP Exclusion
CHAPTER 13
Advanced Performance Monitoring
Using AdWords Reports
Kinds of Reports
Creating a Placement/Keyword Report
Conversion Tracking
Understanding Conversion Tracking
Tracking PayPal Purchases
Tracking Visitors to a Crucial Page
Google Analytics
Getting Started with Google Analytics
Using Google Analytics
Website Optimizer
CHAPTER 14
AdWords beyond CPC
Display Ad Builder
Mobile Ads
Video Ads
Advertising on TV
Index
P. 1
Google Advertising Tools: Cashing in with AdSense and AdWords

Google Advertising Tools: Cashing in with AdSense and AdWords

Ratings:

2.71

(1)
|Views: 638|Likes:

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

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

More info:

Publish date: Nov 16, 2009
Added to Scribd: Jul 21, 2010
Copyright:Traditional Copyright: All rights reservedISBN:9781449389093
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trav_14 reviewed this
Rated 3/5
Google Advertising Tools: Cashing in with AdSense and Adwords, 2ed. is one of those books where you take lots of notes. I have been involved with AdWords and AdSense, on a surface level, for a couple of years. So I knew my way around these services. I would say that a third of this book is devoted to screen shots and help with navigation. Which is good, but wasn’t helpful to me. If you are newer to these services then you will love these sections as they are very well pulled together. This also means that a full two-thirds of the book was helpful to me.The author does talk about staying reader-focused and the need for consistently creative and unique content, but most of the ink is spent on the reason/need for sitemaps, tips for good page layouts, techniques, etc. He does a good job explaining the ‘how’ and the ‘why’ all of these things.I really like the layout of the book which is in three sections: Making money with a website Cashing in with Adsense Working with AdwordsThese allow the author to really setup strategies apart from the tools to execute the strategies. In the first section he even talks about non-Google related “affiliate programs” and some Adsense-competitor networks. All in an effort to show you that Google is not the only way. Which I appreciated. It allows for honest context and back of the napkin type metrics. This is something that a lot of these types of books are lacking. It is these real world tips, based on actual data, that can help you build your site and network. I am talking about tips such as: A daily blog post should have 250-300 words. On average, this gives an optimal mix of human-friendly words and keyword saturation (search engine-friendly words). If your post/page is over 300 words or if your readers are spending more than a minute on that post/page, then you might want to consider breaking it up which could help with readability and add another chance to display revenue-generating elements. A good Click-Through-Rate for ads is 1.5% or better. The author recommends troubleshooting anything lower. He also offers tips on how to troubleshoot and tweak page layouts.I would recommend this book to anyone who needs a solid introduction to the “how” part of monetizing a website. Advanced folks should look elsewhere. If you’re a developer, you’ll be disappointed in the lack of code. In all honesty, if you follow the right blogs and do a few key Google searches you could probably dig a lot of this up on your own. But it’s nice that I didn’t have to spend my weekend digging and learning. I could just spend it learning. I give this book a solid 3 out of 5 stars and have already recommended to two people.
rnarvaez_38 reviewed this
Google Advertising Tools from O'Reilly examines the business and technology behind making money with content and advertising on the web. This focused, easy-to-read guide shows you how to use Google's advertising services to make it happen. You'll find all the background information you need to work with Google AdSense, which automatically delivers text and image ads that are precisely targeted to your site, and Google AdWords, which lets you generate text ads that accompany specific search term results. This book has specific and detailed sections on: Turning your web site into a profit center with AdSense Making sense of AdSense metrics Driving traffic to your site Optimizing sites for search engine placement Working with AdWords campaigns, auctions, and reports Managing campaigns dynamically using the AdWords APIs
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