Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Buy Now $12.99
Standard view
Full view
of .
Save to My Library
Look up keyword or section
Like this
4Activity

Table Of Contents

Getting Started
Introduction to Google AdWords
Where Ads Can Appear
Setting Up Your First Campaign
Understanding the Auction
How the AdWords Auction Works
What Is Quality Score?
Why Does Quality Matter?
How Is Quality Score Calculated?
Where to Find Quality Score
How to Improve Quality Score
Account Structure
How AdWords Accounts Are Organized
Why Structure Matters
Your Organization Strategy
Service Providers
Brick and Mortar—Non-Ecommerce
Ecommerce
Common Pitfalls
Pitfall 1: Duplicate Keywords
Pitfall 2: Competing, Non-Duplicate Keywords
Pitfall 3: Budget Hogs
Navigating Your Account
Interface Overview
Home Tab
Campaigns Tab
Opportunities
Tools and Analysis
Billing
My account
That’s the Tour!
Campaign Settings
Introduction to Campaign Settings
Locations and Languages
Location Targeting
Languages
Networks and Devices
Bidding and Budget
Delivery Method
Ad Extensions
Advanced Settings
Schedule: Start Date, End Date, Ad Scheduling
Ad Delivery: Ad Rotation, Frequency Capping
Demographic
Social Settings
Keyword Matching Options
Automatic Campaign Optimization (Display Network only)
Experiment
IP Exclusions
Keywords
How Keywords Fit Into the AdWords Auction
Organizing Keywords
Keyword Match Types
Broad Match
Broad Match Modifier
Phrase Match
Exact Match
Negative Keywords
Negative Phrase-Matched Keywords
Negative Exact-Matched Keywords
Which Match Types Are Best?
Keyword Rules and Editorial Guidelines
How to Manage Keywords
Editing with Google Spreadsheets
Keyword Status
Managing Negative Keywords
Keyword Details Reports
How to Create and Edit Ads
How to Write Powerful Ads
How to Use Dynamic Keyword Insertion
Making Ads Stand Out
Location Extensions
Location Extensions Versus AdWords Express
Product Extensions
Sitelinks
Call Extensions
Social Extensions
Mobile App Extensions
The Google Display Network
Introduction to the GDN
The Display Network Tab
Display Keywords
Placements
Topics
Interests & Remarketing
Display Campaigns Tools
The Placement Tool
DoubleClick Ad Planner
Contextual Targeting Tool
Top 10 GDN Tips
Additional Ad Formats
Image and Flash Ads
The Display Ad Builder
Video Ads
Mobile Ads
Image and Video Tips
Bids, Budgets, and Billing, Oh My
How Bidding Works
Manual Maximum CPC bidding
Automatic Bidding
Enhanced CPC Bidding
CPM Bidding
Conversion Optimizer
AdWords Discounter and Smart Pricing
How to Decide What to Bid
Understanding Billing Options
Applying Promotional Credits
Monthly Invoicing
Click Fraud
Search Funnels
Google Analytics
Setting Up Google Analytics
Managing AdWords Accounts for Clients
The My Client Center
Manager Defined Spend
Third Party Policy
AdWords Editor
Google Engage
Google Certification
And Finally, Good Luck!
Glossary
P. 1
Google AdWords: Managing Your Advertising Program

Google AdWords: Managing Your Advertising Program

Ratings: (0)|Views: 268 |Likes:

Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.

Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge.

Learn the advantages of proper account structure based on tightly knit themes Understand AdWords auction and the importance of keyword Quality Score Determine your preferred bidding model and daily ad budget Evaluate campaign performance by timeframe, keyword, and other criteria Hone your keyword list whenever search queries trigger your ads Add negative keywords to filter out irrelevant queries Outperform competitors and organic search results with targeted ad copy Determine conversion goals, and use AdWords tools to track them

Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.

Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge.

Learn the advantages of proper account structure based on tightly knit themes Understand AdWords auction and the importance of keyword Quality Score Determine your preferred bidding model and daily ad budget Evaluate campaign performance by timeframe, keyword, and other criteria Hone your keyword list whenever search queries trigger your ads Add negative keywords to filter out irrelevant queries Outperform competitors and organic search results with targeted ad copy Determine conversion goals, and use AdWords tools to track them

More info:

Publish date: Nov 3, 2011
Added to Scribd: Jul 11, 2012
Copyright:Traditional Copyright: All rights reservedISBN:9781449321758
List Price: $12.99 Buy Now

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
See more
See less

07/29/2014

220

9781449321758

$12.99

USD

pdf

You're Reading a Free Preview
Pages 9 to 23 are not shown in this preview.
You're Reading a Free Preview
Pages 32 to 123 are not shown in this preview.
You're Reading a Free Preview
Pages 137 to 188 are not shown in this preview.
You're Reading a Free Preview
Pages 197 to 220 are not shown in this preview.

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->