The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns

The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns

by Bart Weller, Lori Calcott
     
 

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There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and

Overview

There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and advertising power.  

Everything related to the platforms are covered in detail—account setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more. Learn to take full advantage of all of the marketing options available through AdWords, including:

  • Geo-targeting, distribution, and placement of ads
  • Advanced account management and budget strategies
  • Keywords, metrics, and ROI management
  • Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer
  • Mobile marketing implementations and strategies
  • Working with the various APIs available for developers

With The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue.

What you’ll learn
  • The hows, whys, and history of SEM and Pay-Per-Click web technologies
  • How to set up and manage a Google AdWords account
  • How to create and manage tightly focused ad campaigns
  • The technology behind AdWords
  • Selecting the best keywords and phrases to trigger your ad on a search page
  • ROI management of your campaigns
  • Optimizing the quality of your landing page
  • Using AdWords for mobile marketing on smart phones and tablets
Who this book is for

Anyone looking to increase revenue through a web-based presence cannot do without the techniques and instructions outlined in The Definitive Guide to Google AdWords.

Table of Contents
  1. SEM and the Google Ecosystem 
  2. AdWords in Depth 
  3. Marketing with AdWords 
  4. Getting Started with AdWords 
  5. Local Advertising and Location Targeting 
  6. Keyword Strategy
  7. Creating Ads and Landing Pages 
  8. The Display Network  
  9. Mobile Advertising with AdWords
  10. Account Management and Optimization   
  11. Google Analytics and Actionable Data 
  12. Testing with WebSite Optimizer

Product Details

ISBN-13:
9781430240150
Publisher:
Apress
Publication date:
05/08/2012
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
388
File size:
36 MB
Note:
This product may take a few minutes to download.

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Meet the Author

Bart Weller is a software developer and writer. He lives in the Central Rockies of Colorado with his wife, two country cats, six misanthropic llamas, and dog Duffey (named in honor of the late John Duffey, former lead tenor with the Seldom Scene bluegrass band). He loves all kinds of music except for Heavy Metal and is a volunteer DJ at the local community radio station. His hobbies are clearing deadfall and fixing things. Among the people he admires are Albert Einstein, Alan Kay, Abraham Lincoln, George Carlin, Richard Feynman, and J.J. Cale.
Lori Calcott is a partner at webShine (www.webshine.com), a search marketing business in Aspen, Colorado that focuses on helping businesses increase revenue through online visibility.

Lori received a BS in Biochemistry from Pennsylvania State University in 1997. After graduating from college, she moved west and switched gears by landing in the Rocky Mountains and the world of marketing. Lori started in search marketing in 2001 while working for a start-up and handling all things marketing. As a self-proclaimed PPC geek, Lori has transitioned through the paid search space from early days of paid advertising with Overture through Yahoo s Panama update and now works tirelessly to keep up with world of AdWords, MSN AdCenter, and Facebook marketing.

Lori lives in Aspen, Colorado, with her husband, Aaron, and two kids. She can be found playing with her family on the slopes and in the mountains.

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