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The Complete Guide to Google Advertising: Including Tips, Tricks, and Strategies to Create a Winning Advertising Plan

Overview

Google has created numerous marketing and advertising products that are fast and easy to implement in your business today including Adsense, Adwords, and the Google APIs. This new book takes the confusion and mystery out of working with Google and its various advertising and marketing programs. Are you one of the many who think Google is simply a search engine? Yes, it is true that Google is the most popular search engine on the Web today. More than 275 million times a day, people use Google and its related ...

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Overview

Google has created numerous marketing and advertising products that are fast and easy to implement in your business today including Adsense, Adwords, and the Google APIs. This new book takes the confusion and mystery out of working with Google and its various advertising and marketing programs. Are you one of the many who think Google is simply a search engine? Yes, it is true that Google is the most popular search engine on the Web today. More than 275 million times a day, people use Google and its related partner sites to find information on just about any subject. Many of those people are looking for your products and services. Consider this even if you don't have a Web site or product.

There are tremendous opportunities on the Internet and money to be made using Google. Through this book you will learn the secrets of working with Google without making costly mistakes. This book is an absolute must-have for anyone who wants to succeed with advertising on Google. This book teaches you the ins and outs using all of Google's advertising and marketing tools. You will instantly start producing results and profits.

In addition to the extensive research placed in the book, we spent thousands of hours interviewing, e-mailing, and communicating with hundreds of today s most successful Google advertising experts. This book contains their secrets and proven successful ideas, including actual case studies.

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president’s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice.  Every book has resources, contact information, and web sites of the products or companies discussed.

This Atlantic Publishing eBook was professionally written, edited, fact checked, proofed and designed. The print version of this book is 288 pages and you receive exactly the same content. Over the years our books have won dozens of book awards for content, cover design and interior design including the prestigious Benjamin Franklin award for excellence in publishing. We are proud of the high quality of our books and hope you will enjoy this eBook version.

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Product Details

  • ISBN-13: 9781601380456
  • Publisher: Atlantic Publishing Group Inc.
  • Publication date: 2/2/2008
  • Pages: 288
  • Product dimensions: 5.90 (w) x 9.00 (h) x 0.90 (d)

Table of Contents

Foreword     12
Introduction     15
Who Is This Book For?     16
How This Book Is Organized     17
History of Google & Online Advertising     17
Developing an Online Marketing Plan     17
How to Generate Web Site Traffic With (and Without) Google     17
Introduction to Pay-Per-Click Advertising     18
Using Google AdWords     18
How to Choose Effective Keywords and Key Phrases and Budget for a Pay-Per-Click Advertising Campaign     18
Increase Profits with Google Adsense     18
How to Identify and Combat Fraud with Google AdWords     19
Optimize Your Web Site for Google Search Engine     19
Google Base and Froogle     19
Pay-Per-Click Case Studies     19
Advice from Google Industry Experts     20
Recommended Reference Library     20
Glossary     20
What You Will Learn     20
History of Google & Online Advertising     23
Development of Online Marketing     24
Internet Marketing     25
Internet Advertising     27
Types of Online Advertisements     27
Understanding Banner Advertising     28
UnderstandingStatic Versus Dynamic     30
Developing an Online Marketing Plan     35
Performing a Market Analysis     36
Establishing Business Objectives     39
Establishing Marketing Strategies     41
How to Generate Web Site Traffic with and Without Google     45
How to Create Media Exposure and Drive Customers to Your Web Site     46
Gaining the Trust of Clients     49
Increasing Your Public Profile     50
Web Site Essentials     51
Using Press Releases to Generate Web Site Traffic     52
Establish a Web site Privacy Policy     54
Establish an "About Us" Page     55
Establish a Testimonials Page     55
Establish a Money-back Guarantee     56
Establish a Feedback Page     56
Establish a Copyright Page     57
Proven Techniques for Generating Web Site Traffic     57
Introduction to Pay-Per-Click Advertising     61
Pay-Per-Click Advertising Walkthrough     63
Google AdWords Pay-Per-Click Benefits     64
Cost of Pay-Per-Click Advertising     69
Using Google Adwords     71
What Is Google AdWords?     72
Where Will My Google AdWords Advertisement Appear?     73
How Are Google AdWords Ranked?     74
How Much will Google AdWords cost?     75
Establishing and Managing Your Google Account     76
The Google Traffic Estimator     78
Google AdWords Campaign Setup     80
The Google Campaign Summary     89
Editing Your Campaign Settings     93
Google AdWords Reports     96
Google AdWords Site Exclusion     97
Google AdWords Ads Diagnostic Tool     97
Tips, Tricks, and Secrets for Google AdWords Pay-Per-Click Advertising     99
Practical Advice for Managing Your Google AdWords Account     102
How to Choose Effective Keywords & Key Phrases     105
Google AdWords Common Terms     108
Keyword Research Tools     108
How to Develop Keywords     111
Tips and Tricks When Developing Keywords or Key Phrases     116
How to Establish a Budget for Your Pay-Per-Click Campaign     117
Pay-Per-Click Budget Planning     119
Measuring Return on Investment     119
Negative Campaign Keywords     120
Increase Profits with Google Adsense     121
How to Set Up Your Google AdSense Campaign     123
Google AdSense Program Policies     126
Webmaster Guidelines     126
Setting Up Google AdSense on Your Web Site     127
How to Set Up Your Google Referrals     131
Hints and Tips for Maximizing Google AdSense on Your Web Site     132
How to Identify & Combat Pay-Per-Click Fraud     137
What Is Fraud in Relation to PPC Marketing?     138
Tips and Suggestions to Combat Fraud     140
Available Fraud Protection Options     151
Optimize Your Web Site for Search Engines     155
Crawler-Based Search Engines     155
Human-Powered Search Directories     156
Hybrid or Mixed Search Engines     156
Google Webmaster Guidelines     157
Webmaster Guidelines     158
Design, Content, and Technical Guidelines     158
Design and Content Guidelines     158
Technical Guidelines     159
Quality Guidelines     160
Quality Guidelines - Basic Principles     161
Quality Guidelines - Specific Guidelines     162
Google Webmaster Tools     163
Other Google Search Engine Optimization Resources     167
Search Engine Optimization Techniques     168
Meta Tag Definition and Implementation     170
Basic Layout of a Standard HTML Web Page     171
The Title Tag     172
The Description Tag     172
The Keywords Tag     174
The Robots Tag     175
Other Meta Tags     175
ALT Tags     176
Optimization of Web Page Content     177
Optimize Your Web Site     178
Web Design Optimization     181
Establish Links with Reputable Web Sites     181
How to Establish a Reciprocal Link Program (Backlinks)     182
Using a Search Engine Optimization Company     182
Search Engine Registration     185
Submitting to Human-Powered Search Directories     186
Submitting to Crawler Search Engines     187
Using Search Engine Submission Software     187
Paying for Search Engine Submissions     188
Free Web Site Search Engine Submission Sites     188
Additional Free Web Site Optimization Tools     189
Web Site Design and Optimization Tools     190
Google Base & Froogle     193
Google Base     193
Froogle     195
How to Use Google Base     196
Summary      201
Top Eight Reasons to Follow the Guidelines in This Book     202
Google Pay-Per-Click Marketing & Seo Case Studies     205
Hints, Tips, & Advice from the Experts Who Do It Everyday     221
Recommended Google & Seo Library     253
Author Dedication & Biography     259
Glossary     261
Index     281
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Sort by: Showing all of 9 Customer Reviews
  • Anonymous

    Posted May 15, 2008

    Great Google Guidebook

    This publication unravels the workings of the most popular search engine on the internet, Google. Through creativity, organization and strategically placed keywords, Google will place the website for your business in the top search results and you will have more visits to your site. It only makes sense that more visits, or hits, the more sales you will make. In The Complete Guide to Google Advertising, Bruce C. Brown explains how to utilize the various marketing methods Google offers. The techniques explained include Pay-Per-Click advertising, AdWords and Adsense. He also provides a history of Google and online marketing that is extremely informative. Various case studies are cited to provide back-up proof that these techniques work. The section that I found the most interesting was about developing a marketing plan. Mr. Brown not only identified the steps to achieve that, but he also explained each one in detail. Beginning with a market analysis and moving on through establishing a business objective until you finally end up with a marketing strategy. Through this it is much easier to decide which aspect of Google¿s marketing choices will fit your business the best. This is a book that can be referred back to repeatedly as the focus of your business changes and markets fluctuate. This book is a great resource for Internet marketing.

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  • Anonymous

    Posted March 9, 2008

    A MUST HAVE for anyone surfing the net for any reason !

    Are you looking to expand your business opportunities via Internet sales? Or, alternatively, are you interesting in marketing a particular product or service through search engines? If you answered yes to either of these questions, then Bruce Brown¿s latest book, The Complete Guide To Google Advertising Including Tips, Tricks, & Strategies to Create a Winning Advertising Plan, is a must-have for your reference library. Brown¿s book is extremely informative, logically devised, and most important, easily understood. It is very ¿user-friendly¿ and anyone, from novice to marketing expert, will find a myriad of new marketing ideas easily adapted for a particular product or service. Another bonus for both business owners and consumers is the list of Search Engines and Web Directories listed on pages 277, 278, & 279. This section provides the name of multiple search engines used when searching for information, goods, and services. The Complete Guide To Google Advertising Including Tips, Tricks, & Strategies to Create a Winning Advertising Plan takes readers through a logical thought process that describes the who, what, when, where, and why of Internet advertising. In addition to text definitions and easily understood concepts, it also utilizes copies of screen shots to help readers grasp a particular idea or principle under discussion. Brown does a great job of taking Internet terminology and explaining it in language anyone can understand, and provides links to additional web sites for associated references. Even if you are a consumer looking for a particular product or service on the Internet, this book is a must-read. It gives consumers and business owners alike a better understanding of how Internet marketing works, and the glossary at the end provides easily understood definitions of Internet terminology users frequently encounter but do not often understand. If you surf the Internet, you need to buy this book!

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  • Anonymous

    Posted February 11, 2008

    A reviewer

    Here is the missing manual for marketing with Google. Bruce Brown provides the instructions and suggestions for all of Google¿s tools from the traffic drawing PPC of Adwords, to the revenue generating AdSense. The Complete Guide to Google Advertising picks up where the Google help text leaves off and provides the questions a new marketer needs to answer before executing their plan and answers the questions you will have as you implement and manage your plan. You may want to read this next to your computer, as Brown provides numerous URLs for supporting tools and examples which you can use to check your online marketing optimization and effectiveness not only for your website but also in checking out the competition and the best practices in the industry. Brown also highlights the reality and imperfection of this relatively new marketing means by devoting a significant amount of information around managing the risks of Pay-Per-Click Fraud. As multiple solutions are provided for this and other improvements, keep in mind that additional investigation is required on your part to determine the best solution for your endeavor and budget. The case studies ¿ while not in depth - promote the duality that people are successful with a Google marketing campaign and that you can do it, against the reality that those other people are likely to be your competitors if you are not pursuing internet marketing plan. This is not a dramatized book on Google, nor a treatise on the theory of marketing in the internet age, but it is a useful user guide for optimizing your web presence for a higher search engine page ranking, running an effective on line marketing campaign and efficiently using the tools offered by Google and other supporting resources.

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  • Anonymous

    Posted March 6, 2008

    Really Great Content

    I have a burgeoning pet toy company and website, so I was eager to find the best way for me to ensure my website and my company is easily found by people doing web searches. Reading a bit of the history of web advertising was very interesting to me, how it has evolved and continues to evolve is very useful to understand how it works. This book really helped me understand exactly what effort was required on my part to make sure that I was able to achieve the results I wanted. It not only helped me figure out the kind of marketing plan I needed, but also helped me simplify it so that I didn't let the planning side of the marketing overwhelm me. Additionally, the book covered a lot of useful tips for the actual content we could add to our website. Things like a 'privacy policy¿ or 'about us' can be useful to helping us keep customers! So many words are thrown at us on the internet when it comes to looking for information about advertising your website, this book truly helped me understand what things like 'PPC' ¿Keywords¿ ¿Adwords¿ or 'SEO' are! Thoroughly understanding how a PPC account really works is very useful to someone who would want to set up their own account. This book really has so much valuable information, it can be a lot of almost overwhelming information for a small non-computer savvy small business owner, but I really think that its an invaluable tool for business owners of all levels.

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  • Anonymous

    Posted February 14, 2008

    Learn How to use the #1 Search Engine for your business

    Google is the #1 search engine that is used by all today. This book will give you tips, tricks and practical advice to drive your website to the top rankings, in google, without spending a fortune. This book is needed by anyone who has a website, plans on obtaining a website, or companies who want to expand their marketing Campaigns. Whether you decide to use one or all of the options, Pay by Click, Adwords, or Adsense to increase your customers or to gain potential customers you will learn everything you need to know to help you out. The options are described with case studies, print screens, and links for further information. This information is all present in this book. Google has many tools to help you with your website and make it the best it can be. Be at the top of the ranks after you read this book.

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  • Anonymous

    Posted February 20, 2008

    A Great Primer to Working with Google Advertising

    This in-depth look at the whole Google scheme of advertising solely on the web was probably one of the easiest to understand and easier to apply books I've read on the subject ¿ and there are tons out there. Written both to explain how Google works and how to use its systems to your advantage, I felt I could definitely put into action the tips Brown gives to improve my business' visibility on the popular search engines like Google. Despite my familiarity with Google's AdWords and AdSense, the author still introduced better ways to apply these products to enhance my business' bottom line. I would definitely recommend this book as a great primer to advertising with Google.

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  • Anonymous

    Posted February 13, 2008

    Complete Understanding of using Google to market your business

    One of the finest most complete guides to Internet advertising is, The Complete Guide to Google Advertising by Bruce C. Brown. He successfully includes everything you need to know with regards to using the Internet as a major advertising method without going broke using this enormously valuable marketing tool. The author, Mr. Brown, understands that most business owners are working with very limited budgets and are still not as familiar with the Internet as they should be to use it as the efficient form of marketing that it should be. Mr. Brown helps the business owner to understand all levels of Google advertising, including the history and how to use it to maximize his market share without stretching their marketing budget beyond any already existing budget. Mr. Brown successfully explains using Google as an advertising tool in terms that even an individual totally unfamiliar with computers and the Internet could understand. He comforts the reader with the knowledge that one does not have to be a computer or Internet expert to allow his business to grow with the help of Google. No business trying to survive in today¿s market place should try to do so without the help of Mr. Brown¿s book, The Complete Guide to Google Advertising.

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  • Anonymous

    Posted February 12, 2008

    A reviewer

    As a professional photographer 'photojournalist for a daily newspaper', having an internet presence was a little easier for me because my employer and our IT department promote my photos some. When I started expanding my freelance business this year however, I was at a loss at how to promote myself other than getting a website. I'm a baby-boomer and overwhelmed at the pay-per-click and all the different ways to generate money on the web, but this book explains it in a way even me, the technically challenged, can understand! I'm a photographer so I'm a visual person, so naturally the best part of this book were the illustrations. You actually get to see the screen shot 'what something looks like on your computer monitor' of Google Ads, what the ad will look like on a cell phone and so on. Definitely a plus for me since I get most of my information and understand things visually. The next best part is the bulleted items and the step-by-step approach. You really don't have to be intuitive about this - they take you through it and don't assume you know big chunks of things about the process. I didn't know how keywords really worked before reading this book. I went to the Google site for help and didn't understand it there, but this book I do get. Google ought to pay you guys for this and post this online instead of what they have!! The tips, tricks and secrets chapter is great! I'm intimidated enough by the internet - but this is like having your own geeky friend 'one that actually can communicate in English' walk you through it. I can't emphasize enough how great a help the illustrations are. They really do take the fear factor out of it - I can look at the book, look at my computer monitor and know I'm on the right track. There's stuff in here I didn't know I didn't know, like combating pay-per-click fraud and all kinds of website url's to go to for more information - although this book pretty much covers everything I need to know right now! One of the IT guys at work kept talking about SEO, and now I not only know that means Search Engine Optimization, I know what that means and why it's important! Meta tags, keywords - wow. It's all in here. If I, an aging boomer with no tech background can read and understand this - anyone can. Excellent! MUCH better than the Dummies books on the same or similar topics too. They not only tell you what TO DO, but what NOT TO DO - like replicating meta tags. I thought that would be a good thing to duplicate stuff - obviously not. So, they tell you how to NOT screw up as well as how to succeed! Just like a geek friend would! I love it! This is simple, easy to read and easy to understand. Thanks for holding my hand! I rate it a 5 only because there's not a 10-star scale. This is THE book on Google Advertising.

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  • Anonymous

    Posted October 15, 2010

    No text was provided for this review.

Sort by: Showing all of 9 Customer Reviews

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