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Google AdWords For Dummies

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Overview

The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated!

Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ...

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Google AdWords For Dummies

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Overview

The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated!

Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and the new Google display network. In addition, the author provides updates that reflect helpful new best practices.

  • Boasts approximately 85 percent updated or new content
  • Updates popular topics such as experiments, ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and more
  • Incorporates changes to the AdWords interfaces
  • Shares best practices in split testing, opt-in landing page structure, and ad group structure
  • Reviews new, free tools included in AdWords as well as new and improved third-party tools

With this handy reference by your side, you'll discover the best way to make a Google AdWords campaign to work for you!

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Product Details

  • ISBN-13: 9781118115619
  • Publisher: Wiley
  • Publication date: 12/13/2011
  • Edition number: 3
  • Pages: 432
  • Sales rank: 188,266
  • 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 helping clients succeed with Google AdWords. Joel McDonald is a Google AdWords consultant and popular conference speaker. Kristie McDonald is a Google AdWords Certified Professional and a strategic marketing consultant. Howie, Joel and Kristie are partners at the online marketing firm Vitruvian, found at www.VitruvianWay.com.

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Table of Contents

Introduction

Part I: Becoming a Google Advertiser 9

Chapter 1: Profiting from the Pay Per Click Revolution 11

Chapter 2: Setting Up Your AdWords Account 27

Chapter 3: Managing Your AdWords Account 39

Part II: Preparing Your AdWords Campaign 53

Chapter 4: Sizing Up Your Online Market 55

Chapter 5: Reading the Mind of Your Market 83

Chapter 6: Measuring What Matters with Conversion Tracking 101

Part III: Launching Your First Campaign 115

Chapter 7: Setting Up Your First Campaign 117

Chapter 8: Writing Magnetic Ads 137

Chapter 9: Giving Your Customer a Soft Landing on Your Website 163

Part IV: Managing Your AdWords Campaigns 185

Chapter 10: Saving Time with AdWords Editor 187

Chapter 11: Improving Your Campaigns through Keyword Management 205

Chapter 12: Cornering the Local Market 227

Chapter 13: Analyzing the Numbers for Maximum Performance 247

Part V: Expanding and Leveraging Your Results 275

Chapter 14: How You Can’t Help Becoming an Advertising Genius 277

Chapter 15: Making More Sales with Google Website Optimizer 293

Chapter 16: Cloning Your Campaigns for Greater Precision 317

Chapter 17: Following Your Best Prospects around the Web 339

Part VI: The Part of Tens 371

Chapter 18: The Ten (or So) Most Serious AdWords Mistakes 357

Chapter 19: Ten (or So) AdWords Case Studies 367

Index 383

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Customer Reviews

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Sort by: Showing all of 2 Customer Reviews
  • 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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