Google AdWords For Dummies

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Overview

Google AdWords lets you create ads that appear beside search results specifically related to your business - and you can set your own budget. Here's how to use AdWords and get the most from the newest tools, including the exciting Website Optimizer. And along with all this great advice, you get a gift card worth $25 on your first AdWords campaign!

See What's new - explore the changes in the AdWords interface, new free tools, and enhanced ...

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Google AdWords For Dummies

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Overview

Google AdWords lets you create ads that appear beside search results specifically related to your business - and you can set your own budget. Here's how to use AdWords and get the most from the newest tools, including the exciting Website Optimizer. And along with all this great advice, you get a gift card worth $25 on your first AdWords campaign!

See What's new - explore the changes in the AdWords interface, new free tools, and enhanced third-party tools

Optimize - see how the Website Optimizer works and how to effectively test landing page elements, order forms, and other aspects of your site

Economize - use conversion tracking to keep your costs low

What's best - benefit from best practices in split testing, opt-in landing page structure, and ad group structure

Discover what works - learn from case studies where readers of the first edition share their experience and techniques they've used

How to turn clicks into cash

Secrets for writing ads that attract clicks

How you control what Your campaign costs

Why you want to discourage some people from clicking

Tips for choosing keywords that work

How Google AnalyticsTM can help you increase sales

Ways to identify your market

Your Google AdWords gift card worth $25!

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Product Details

  • ISBN-13: 9781118115619
  • Publisher: Wiley
  • Publication date: 12/13/2011
  • Edition number: 3
  • Pages: 432
  • Sales rank: 133,744
  • Product dimensions: 7.40 (w) x 9.20 (h) x 1.10 (d)

Meet the Author

Howie Jacobson is an Internet marketing strategist who specializes in growing businesses using Google AdWords. He offers coaching, telecourses, workshops, and presentations on his Breakthrough Online Profits methodology. Readers can find free tools, tips, and techniques on his Web site, AskHowie.com.
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Table of Contents

Introduction 1

About This Book 2

Conventions Used in This Book 2

What You Don't Have to Read 3

Foolish Assumptions 3

How this Book is Organized 4

Part I Becoming a Google Advertiser 5

Part II Launching Your AdWords Campaign 5

Part III Managing Your AdWords Campaigns 5

Part IV Converting Clicks to Clink 6

Part V Testing Your Strategies and Tracking Your Results 6

Part VI The Part of Tens 6

Icons Used in This Book 6

Where to Go from Here 7

Part I Becoming a Google Advertiser 9

Chapter 1 Profiting from the Pay-Per-Click Revolution 11

Introducing AdWords 12

Where and When the Ads Show 13

Google results 13

Search partners results 14

AdSense sites and Gmail 14

AdWords in the Total Google Context 16

Pay Per Click: Your Online Gumball Machine 18

The Direct Marketing Difference: Getting Your Prospects to Do Something 19

You can measure your results 20

Keep improving your marketing 21

It's dating, not a shotgun wedding 22

Following up with your best prospects 23

How to Think Like Your Prospect 24

Chapter 2 Setting Up Your AdWords Account 25

Opening a New AdWords Account 25

Creating Your First Campaign 27

Managing Your Account 30

Activating your account 31

When nobody can see your ad 33

When just you can't see your ad 34

Chapter 3 Managing Your AdWords Account 37

Running Mission Control with the Campaign Management Tab 37

All Online Campaigns view 38

Individual Campaign view 42

Individual ad group view 44

Content network 47

Part II Launching Your AdWords Campaign 49

Chapter 4 Discovering Your Online Market 51

Assessing Market Profitability (Don't Dive into an Empty Pool) 51

Determining market size byspying on Searches 53

Estimating profitability by snooping on your competitors' keyword bids 56

Sizing up the entire market by tallying total advertising spend 57

Giving your market a stress test to determine future health 59

Taking the Temperature of Your Market - Advanced Methods 61

Number of advertisers on Google 61

Bid persistence: Will you still love me tomorrow? 63

Going deeper with the AdWords Keyword Tool 63

Discovering buying trends at online stores 64

Eavesdropping at the Watering Hole 69

Online groups 69

The Blogosphere ("World of Blogs") 75

Loitering on Web sites 76

Sleeping with the enemy 77

Cutting Through the Clutter with Positioning 78

Chapter 5 Choosing the Right Keywords 81

Decoding Keywords to Read Your Prospects' Minds 82

Learn from Google 84

Decision mindset 84

Practice thinking like your prospect 86

Mastering the Three Positive Keyword Formats 88

Broad match 89

Phrase match 89

Exact match 90

The goal: From vague to specific 90

Researching Keywords: Strategies and Tools 92

The Google Keyword Tool 92

Thesaurus tools 93

KeywordSpy.com 95

Using your server log to get smarter 95

Finding Sneaky Variations for Fun and Profit 98

Some quick ways to vary keywords 98

LowerYourBidPrice.com - sneaky keywords made easy 100

Sorting Keywords into Ad Groups 102

Divide keywords into concepts 103

Organizing your keywords 104

Deploying Negative Keywords 107

Brainstorming negative keywords 109

Adding negative keywords 111

Adding, Deleting, and Editing Keywords 111

Growing your keyword list 113

Editing your keywords 114

Chapter 6 Writing Magnetic Ads 117

Understanding the Three Goals of Your Ad 118

Attracting the right prospects while discouraging the wrong people 118

Telling your visitors what to expect 121

Tuning Your Ad to the Keyword 121

Marching to a Different Drummer 122

Studying your competition 122

Positioning your offer 123

Two fundamental ways to position your ad 123

Motivating Action in Four Lines 124

Grabbing them with the headline 127

Using the description lines to make them an offer they can't refuse 129

Sending Out a Call to Action 131

Making an offer with action words 132

Fanning desire with urgency qualifiers 132

Mastering the Medium and Voice at Haiku U 132

Naming Your Online Store Effectively 134

Buying more domain names 134

Adding Subdomains and subdirectories 135

Testing capitalization and the www prefix 136

Wielding "Black Belt" Techniques for Hyper-Competitive Markets 136

The fake www-domain technique 137

Dynamic keyword insertion 137

Subdomain redirects 140

Following Google's Text-Ad Guidelines 140

Punctuation 141

Capitalization 141

Spelling and grammar 141

Copyright and trademark usage 141

Competitive claims 142

Offers 142

No offensive language 142

Links 142

Exploring the Other Ad Formats 142

Getting the picture with image ads 143

Making the Phone and the doorbell ring with mobile text ads 144

Waving to the neighbors with local business ads 144

Going Hollywood with video ads 146

Part III Managing Your AdWords Campaigns 149

Chapter 7 Deciding Where and When to Show Your Ads 151

Getting the Most Out of Your Campaigns 152

Changing the default campaign settings 152

Separating your account into three types of campaigns 161

Choosing content placements 164

Combining keyword and placement targeting 168

Bidding Smart 168

Initial bidding strategies 168

When you have data 169

Chapter 8 Improving Your Campaigns through Keyword Management 171

Nurturing, Relocating, and Firing Keywords 172

Star keywords 172

Solid performers 174

Long-tail keywords 177

Underperforming keywords 178

Negative-ROI keywords 179

Resuscitating Poor-Quality Keywords 180

Managing the 80/20 Way 180

Chapter 9 Getting It Done with AdWords Tools 185

Improving Your Campaigns with the Optimizer Tools 186

Keyword tool 186

Edit your campaign's negative keywords 189

Site Exclusion tool 191

IP Exclusion tool 191

Traffic Estimator tool 191

Insights for Search tool 193

Getting Feedback from Google with the Ad Performance Tools 194

Ads Diagnostic tool 194

Ads Preview tool 197

Disapproved ads 197

My Change History tool 198

Website Optimizer 199

AdWords Editor 199

Part IV Converting Clicks to Clink 201

Chapter 10 Giving Your Customer a Soft Landing on Your Web Site 203

Making Your Visitor Shout "That's for Me!" 204

Achieving relevance based on keywords 205

Pleasing Google with the Title tag 207

Using PHP to increase relevance 208

Scratching your customer's itch 210

Establishing credibility 211

Defining the Most Desirable Action for the Landing Page 214

"Bribing" your visitor to opt in 214

Engaging visitors in real time 217

Selling the Most Desirable Action 218

Using bullets 219

Including third-party testimonials 221

Giving clear instructions in the call to action 222

Chapter 11 Following Up with Your Prospects 223

Overcoming Your Prospects' Miniscule Online Attention Span 224

Pressure tactics don't work online 224

Build a relationship so you can make the sale when your prospect is ready to buy 225

Spinning a Web with an Opt-In 226

Generating an opt-in form using AWeber 227

Placing the form on your Web site 231

Generating opt-ins via e-mail 232

Importing and adding leads yourself 232

How to "Bribe" Your Prospects to Opt In 232

Give away something of value 233

Make the opt-in a logical next step 233

Offer your visitors something they really want 234

Reassure your Visitors 235

To sell or to get the opt-in? 235

The thank-you page 236

Creating a lead-generating magnet 237

Staying on Your Prospects' Minds with E-mail 239

Verifying your lead 240

Following up automatically with an e-mail autoresponder 241

Broadcast e-mails 254

Managing your e-mail lists 257

Going Offline to Build the Relationship 258

Chapter 12 Building a "Climb the Ladder" Web Site 261

Identifying the Rungs of Your Business Ladder 262

Using Web Tools to Help Your Visitors up the Ladder 264

Design 264

Sales copy 267

Articles 268

Blog 269

Audio 269

Video 272

Recognizing and welcoming returning visitors with PHP 277

Part V Testing Your Strategies and Tracking Your Results 279

Chapter 13 How You Can't Help Becoming an Advertising Genius 281

Capturing the Magic of Split Testing 282

Conducting Split Testing with AdWords 284

Creating a challenger ad 284

Monitoring the split test 286

Declaring a winner 286

Mechanics of Split Testing in AdWords 288

Strategies for Effective Split Testing 289

1 Start wide, get narrow 289

2 Keep track of your tests 289

3 Split-testing is just asking questions 289

Generating Ideas for Ad Testing 290

Tools for Split Testing 292

Automating your testing with Winner Alert 292

Turbocharging your testing with Taguchi 293

Split-Testing Web Pages 293

Chapter 14 Making More Sales with Website Optimizer 295

Deciding What to Test 296

Testing Principle #1 Start big, get smaller 296

Testing Principle #2 Tests are just questions in action 297

Testing Principle #3 Test to overcome objections 297

Testing Principle #4 Look for things that don't work 298

Creating a Testing Plan 298

Making your list of things to test 299

Prioritizing your list 302

Start testing (and never stop) 303

Testing with Google Website Optimizer 305

Specifying Experiment Details 308

Adding and validating your own JavaScript tags 311

Chapter 15 Slashing Your Costs with Conversion Tracking 321

Setting Up Conversion Tracking 322

Choosing a conversion type 323

Generating and copying the code 325

Putting code on your Web site 326

Tracking sales from a shopping cart 328

Testing conversion tracking 328

Introducing Six New Columns 328

Conversions (many-per-click and 1-per-click) 329

Conversion rate (many-per-click and 1-per-click) 329

Cost/Conv. (many-per-conversion and 1-per-conversion) 330

Measuring Actions in the Conversion Tracking Module 331

Tracking ROI of Ads and Keywords 332

Identifying the Profitable ads 332

Keywords 335

Creating Easy-to-Understand Reports 337

Types of reports 338

Settings 339

Advanced settings 340

Templates, scheduling, and e-mail 340

Customizing Your Reports to Show the Most Important Numbers 341

Customizing keyword performance reports 341

Customizing ad performance reports 343

Discovering What to Do with the Data 345

Chapter 16 Making More Sales with Google Analytics 347

Installing Analytics on Your Web Site 349

Creating an Analytics account 349

Adding tracking code to your Web pages 350

Configuring Analytics 351

Configuring goals and funnels 354

E-Commerce setup 355

Making Sense of the Data 357

Checking for data integrity 357

Viewing your data in the Dashboard 357

The AdWords Campaign screen 360

The Keyword Positions view 362

Automating Analytics reporting 362

Acting on Your Data To Make More Money 363

Optimizing your site for your visitors 363

Improving site "stickiness" 363

Loyalty and recency 364

Evaluating Web site changes 365

Page and funnel navigation 366

Part VI The Part of Tens 369

Chapter 17 The Ten (Or So) Most Serious AdWords Beginner's Mistakes 371

Neglecting to Split-Test Your Ads 371

Letting Google Retire Your Ads without Testing 372

Split-Testing for Improved CTR Only 373

Creating Ad Groups with Unrelated Keywords 373

Muddying Search and Content Results 374

Ignoring the 80/20 Principle 375

Declaring Split-Test Winners Too Slowly 376

Declaring Split-Test Winners Too Quickly 377

Forgetting Keywords in Quotes (Phrase Matching) or Brackets (Exact Matching) 377

Ignoring Negative Keywords 378

Keeping the Keyword Quality Score Hidden 378

Spending Too Much or Too Little in the Beginning 379

Chapter 18 Ten (Or So) AdWords Case Studies 381

Using Sales Conversion Data to Save $ 14k per Month 381

Going Global and Tracking Conversions with Analytics 382

Throwing a Bigger Party with Broad Match and Negative Keywords 384

Getting Cheap and Hungry Traffic by Bidding on Your Own Brand Name 385

Adding a Welcome Video to the Landing Page 386

Getting the Basics Right 387

15-Cent Click to $ 1,700 Customer in Minutes 389

Local Search with Video Web Site 390

Generating B2B Leads without Cold Calling 391

Understanding and Answering Customer Objections 393

Making Money in an Impossible Market 396

Task #1 Lowering the bid price 396

Task #2 Improving Web site conversion 397

Index 399

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  • Posted December 23, 2011

    A Five Star Book on a Three Star Subject

    Howie Jacobson and his co-authors Joel and Kristie McDonald of Vitruvian Way have updated Google AdWords for Dummies and made it truly the best book out there on a difficult subject: Google AdWords advertising. If you are interested in AdWords, this is a "must have" book, and it certainly earns its place on my shelf as one of the top ten books of 2011 on Internet Marketing, especially AdWords. (By the way, I teach and consult on not just AdWords but SEO and Social Media Marketing - just Google 'Jason McDonald' to find me, and reach out!) It's a five star book, but it's a five star book on a three star subject: AdWords. Let me explain. I feel very strongly that one's Internet marketing is made up of three pillars - SEO - Search Engine Optimization, getting to the top of Google - for free. AdWords - paid, pay-per-click advertising on Google and/or the Display Network of blogs, portals, gmail, etc. Social Media Marketing - free efforts on Facebook, LinkedIn, Twitter, Google+ and the like A good - no, a great- marketing plan doesn't look at any one subject in isolation, but rather looks at the whole picture and simultaneously attempts to get your company buzz and visibility across each pillar. In my experience, the most powerful bang-for-buck is on SEO. SEO is free (in terms of out of pocket costs), and SEO gets you more clicks and even better conversions than either AdWords or Social Media Marketing. I have had many, many clients and worked with thousands of students and universally their experience is the SEO outperforms AdWords by a long, long way. The implication here is to do SEO first, or at least make it a priority. Howie Jacobson's AdWords for Dummies, like most books focuses mainly just on AdWords. To his credit, he does mention SEO and he is clearly cynical about Google's interest in promoting paid advertising over free SEO. Even more so, he fills the book with numerous gems of wisdom, hidden insights, illumination of gottchas, and other ideas that make this book infinitely more valuable than a one-on-one with some of the knuckleheads at Google AdWords who answer the phone and emails at the help desk. Just remember to position your AdWords inside of a broader Internet Marketing, and you will do fine. But if you do AdWords by itself, even if you read AdWords for Dummies, - you will have done yourself a terrible and expensive disservice. AdWords should always be done in conjunction with SEO as part of a comprehensive Internet marketing strategy! Never do AdWords alone! Howie Jacobson's Nuggets of AdWords Wisdom OK, so leaving aside the bigger picture of AdWords vs. SEO vs. Social Media, here are some of the nuggets discussed by Howie in his newest version of AdWords for Dummies - Conversions - explanations, tips, and advocacy about how important conversions (i.e., getting a sale, getting a registration, getting an email sign up) are to successful AdWords advertising. Google vs. the Display Network - a clear discussion of why new advertisers should NOT advertise on the Display Network, and how the Display Network can be a terrible waste of money despite how Google leads you astray in the AdWords interface (!). Remarketing - novel insights on how you can 'remarket' to your existing web visitors, a tracking technique along with Google AdWords that gets your message repeated to potential customers over and over and over and over again.

    3 out of 3 people found this review helpful.

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  • Anonymous

    Posted January 14, 2013

    Love

    FIVE STAR RATING!

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