Using Google AdWords and AdSense

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Get comfortable with Google AdWords and AdSense. Don’t just read about it: See it and hear it with step-by-step video tutorials and valuable audio sidebars delivered through the Free Web Edition that comes with every USING book. For the price of the book, you get online access anywhere with a web connection–no books to carry, content updated, and the benefit of video and audio learning. Way more than just a book, this is all the help you’ll ...

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Using Google AdWords and AdSense

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Get comfortable with Google AdWords and AdSense. Don’t just read about it: See it and hear it with step-by-step video tutorials and valuable audio sidebars delivered through the Free Web Edition that comes with every USING book. For the price of the book, you get online access anywhere with a web connection–no books to carry, content updated, and the benefit of video and audio learning. Way more than just a book, this is all the help you’ll ever need where you want, when you want!

learn fast, learn easy, using web, video, and audio

Show Me video walks through tasks you’ve just got to see–including bonus advanced techniques

Tell Me More audio delivers practical insights straight from the experts

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Product Details

  • ISBN-13: 9780789743954
  • Publisher: Que
  • Publication date: 6/23/2010
  • Series: Using Series
  • Pages: 303
  • Sales rank: 858,991
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.90 (d)

Meet the Author

Michael Miller has written more than 100 nonfiction how-to books over the past twenty years, including Que’s Googlepedia: The Ultimate Google Resource, YouTube for Business, The Absolute Beginner’s Guide to Computer Basics, and Using Blogger. His other best-selling online marketing books include The Complete Idiot’s Guide to Search Engine Optimization (Alpha Books) and Online Marketing Heroes (Wiley). Mr. Miller has established a reputation for clearly explaining technical topics to nontechnical readers, and for offering useful real-world advice about complicated topics. More information can be found at the author’s website, located at

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Table of Contents

Introduction 1

Part 1: Pay-Per-Click Advertising

1 How Pay-Per-Click Advertising Works 7

A Brief Look at Advertising on the Internet 7

Understanding Pay-Per-Click Advertising 8

It Starts with One Little (Key) Word 9

Placing Ads in Context 10

Paying by the Click 11

Sharing Ad Revenues 12

Maximizing Ad Placements 13

Auctioning PPC Ads 14

Putting PPC Ads on Your Site with Google AdSense 15

Buying PPC Ads with Google AdWords 16

Part II: Using Google AdSense

2 Making Money from Your Website with AdSense 21

How to Make Money from Your Website 21

Getting to Know the AdSense Family 22

Understanding Google AdSense for Content 23

Understanding Google AdSense for Search 24

Understanding Google AdSense for Feeds 24

Understanding Google AdSense for Mobile Content 25

Understanding Google AdSense for Domains 25

How Much Money Can You Make? 26

Using AdSense in the Real World 27

How AdSense Works 27

3 Adding AdSense for Content to Your Website 29

Understanding Google AdSense for Content 29

Joining the AdSense for Content Program 30

Signing Up for AdSense 30

Adding AdSense Ads to Your Website 33

Choosing Ad Types and Sizes 37

Text Ads 37

Image Ads 40

Video Ads 42

Link Units 43

Inserting the Ad Code 45

Defining Ad Channels 46

Creating URL Channels 46

Creating Custom Channels 47

Adding Pages Behind a Login 49

Display Ads on Password-Protected Pages 49

Filtering Unwanted Ads 50

Blocking Competitive Ads 50

Blocking Ads by Category 51

Allowing Ads from Specific Sites Only 52

4 Adding Google AdSense for Search to Your Website 55

Understanding AdSense for Search 55

Adding a Google Search Box to Your Site 57

Join the AdSense for Search Program 58

Inserting the Search Box Code 61

Displaying Search Results on Your Own Site 62

Fine-Tuning Search Results with Keywords 63

Editing Your Website Search 64

Editing Search Settings 64

5 Adding AdSense for Feeds to Your Blog 65

Adding AdSense for Content Ads to a Blogger Blog 65

Activating AdSense: The Easy Way 66

Activating AdSense: Custom Placement 68

Adding AdSense for Content Ads to a WordPress Blog 70

Adding AdSense for Content Ads to a WordPress Blog 70

Adding AdSense Ads to Your Site Feeds 71

Adding Advertising to a Site Feed 72

6 Using AdSense for Mobile Content 75

Understanding Google AdSense for Mobile Content 75

Adding AdSense Ads to Mobile Pages 77

Activating AdSense for Mobile Content 78

7 Using AdSense for Domains 83

Understanding Google AdSense for Domains 83

How AdSense for Domains Works 83

Program Restrictions 85

Why Use AdSense for Domains? 86

Enabling AdSense for Domains 87

Filling a Parked Domain with Content 88

8 Earning Sales Commissions from the Google Affiliate Network 91

Understanding the Google Affiliate Network 91

Who Advertises on the Google Affiliate Network? 92

How Much Can You Earn? 92

What Do the Ads Look Like? 92

Joining the Google Affiliate Network 92

Applying for the Google Affiliate Network 93

Applying to Advertiser Programs 94

Viewing a List of Advertisers 95

Inserting Ads on Your Site 95

Adding a Retailer’s Ads to a Website 96

Viewing Reports 99

Getting Paid 100

Optimizing Google Affiliate Network Performance 101

9 Monitoring Your AdSense Performance 103

Viewing Overview Reports 103

Displaying Overview Information 103

Generating Quick Reports 105

Viewing Advanced Custom Reports 107

Creating a Custom Report 107

Saving Your Custom Report 108

Using the Report Manager 109

Linking Google AdSense with Google Analytics 110

Integrating with Google Analytics 110

Viewing AdSense Information in Google Analytics 111

Viewing Site Problems 114

Managing Account Information 116

Getting Paid 116

Entering Payment Information 116

10 Ten Tips for Increasing Your AdSense Revenue 119

Tip #1: Give Your Ads Prominent Position 119

Why Position Matters 119

What’s the Best Position? 120

Positioning Link Units 121

Tip #2: Format Your Ads to Look Like They’re Part of the Page 123

Tip #3: Choose a Large Ad Format 124

Tip #4: Display Both Text and Image Ads 125

Tip #5: Surround Your Ads with Images 126

Tip #6: Put Multiple Ads on Your Page 126

Tip #7: Use Section Targeting 127

Tip #8: Utilize Third-Party Tools to Track Your AdSense Performance 127

Tip #9: Improve Your Site’s Content–and Increase Your Traffic 130

Tip #10: Test, Test, Test 131

Bonus Tip: What Not to Do 132

Don’t Mix AdSense with Other Ad Programs 132

Don’t Overdo It 132

Don’t Put Ads on Your Registration or Sign-In Pages 133

Don’t “Beg” for Clicks 133

Don’t Click on Your Own Ads 133

Don’t Create “Made for AdSense” Sites 133

Part III: Using Google AdWords

11 Creating an Online Advertising Plan and Determining Your AdWords Budget 137

Getting to Know Google AdWords 137

PPC Advertising: A Quick Review 138

What You Can Advertise 140

How AdWords Works 141

How Google Makes Money 142

Developing an Online Marketing Plan 142

Understanding the Components of an Online Marketing Plan 143

Making All the Elements of Your Online Marketing Plan Work Together 147

Determining Your AdWords Budget 149

Understanding CPC and CPM 149

Determining Your Total Budget 150

12 Creating Your AdWords Account 153

Signing Up for AdWords 153

Entering Billing Information 155

Exploring the AdWords Site 157

13 Creating Your First AdWordsCampaign 161

Understanding Campaigns and Ad Groups 161

Structuring Your Account 162

Understanding Campaign Parameters 164

Name 165

Locations 165

Demographics 165

Networks 165

Devices 166

Bidding 166

Budget 167

Position Preference 167

Delivery Method 167

Schedule 167

Ad Rotation 168

Frequency Capping 168

Creating a New Campaign 168

Setting Up Conversion Tracking 174

Managing Your Campaigns 176

Ad Groups 177

Settings 178

Ads 178

Keywords 179

Networks 179

14 Creating Effective Ads 181

Creating an Ad Group and Ads 181

Adding More than One Ad to an Ad Group 184

Creating Other Types of Ads 184

Creating Image Ads 185

Building Animated Image Ads with the Display Ad Builder 187

Creating Mobile Ads 190

Writing More Effective Text Ads 192

15 Bidding the Right Price 195

Understanding CPC Bidding 195

Manual Versus Automatic Bidding 195

Bid Rates Versus ROI 196

Using the Bid Simulator Tool 197

Using the Traffic Estimator Tool 199

Ways to Reduce Your Maximum Bid 200

Bidding Whatever It Takes to Be Number One 200

Bidding for a Specific Position 202

Bidding High–Then Lowering Your Bids 203

Bidding the Bare Minimum 203

Bidding What It’s Worth 204

16 Choosing the Right Keywords 205

What Is a Keyword–and Why Is It Important? 205

Compiling Your Keyword List 206

Performing Keyword Research 206

How Keyword Research Tools Work 207

Choosing a Keyword Research Tool 207

Using Google’s Keyword Tool 208

Using the Search-Based Keyword Tool 209

Doing Competitive Research 212

Understanding Keyword Matching 212

Getting More Results with Broad Matching 213

Matching Requests with Phrase Matching 214

Producing Exact Results with Exact Matching 214

Filtering Out Bad Prospects with Negative Keywords 215

Diagnosing Keyword Performance 215

Understanding Your Quality Score 217

17 Maximizing Conversion with a Custom Landing Page 221

Where Should Customers Land? 221

Creating an Effective Landing Page 222

Creating a Great-Looking Landing Page 224

Asking for the Order 224

Improving Your Quality Score with a Quality Landing page 225

Landing Page Versus Display Page 226

18 Combining PPC Advertising with Search Engine Marketing 229

Understanding Search Engine Marketing 229

What Search Engine Marketing Is–and What It Isn’t 229

Why Search Engine Marketing Is Important 230

PPC Advertising and Search Engine Marketing: Working Together 231

Improving Your Search Results with SEO 232

Better Content = Better Search Results 232

Organization and Hierarchy Are Important 233

Keywords Count 233

Tags Matter 234

Inbound Links Affect PageRank 235

Submitting Your Site Makes Sense 235

Sitemaps Help 236

Images Don’t Count 237

Fresh Content Is Best 238

It Pays to Know Your Customer 238

Making PPC Advertising and Search Engine Marketing Work Together 238

Content Is King 238

and So Are Keywords 239

19 Advertising on YouTube 241

Choosing the Type of Video to Produce 241

Informative Videos 242

Educational Videos 242

Entertaining Videos 243

Producing a YouTube Video 243

Equipment Needed 243

Video Specifications 244

Uploading Your Video 244

Promoting Your YouTube Videos 246

Creating a Promoted Videos Campaign 247

Advertising a Video on YouTube 248

Tracking Performance from the Promoted Videos Dashboard 252

Tracking Performance from the AdWords Dashboard 254

20 Monitoring Your Campaign’s Performance 255

Monitoring from the AdWords Dashboard 255

Monitoring Campaign Performance 256

Monitoring Ad Group Performance 257

Monitoring Ad Performance 259

Monitoring Keyword Performance 260

Monitoring Network Performance 261

Creating Performance Reports 262

Understanding Key Metrics 267

Impressions 268

Clicks 268

Click-Through Rate (CTR) 268

Percent of Clicks Served 269

Average Position 269

Cost 269

Conversions 270

21 Dealing with Click Fraud 271

Who Benefits from Click Fraud? 271

How Click Fraud Works 272

Manual Click Fraud 273

Script-Based Click Fraud 273

Traffic-Based Click Fraud 274

Paid-to-Read Click Fraud 274

Hijacked PC Click Fraud 274

Combating Click Fraud 275

Monitoring Ad Performance 275

Using Click Fraud Detection Tools 275

Viewing Invalid Clicks 276

Reporting Click Fraud 277

22 Ten Tips for Improving Your AdWords Performance 281

Tip #1: Write a Compelling Headline 281

Tip #2: Write Compelling Copy–With a Strong Call to Action 282

Persuasive Words 282

Action Words 284

Tip #3: Include Targeted Keywords 284

Tip #4: Bid on Misspelled Keywords 285

Tip #5: Use Keyword Matching 285

Tip #6: Bid High–Then Go Lower 286

Tip #7: Point Users to a Customized Landing Page 287

Tip #8: Create Multiple Campaigns 288

Tip #9: Optimize Your Campaign Settings 288

Tip #10: Test, Test, Test 288

Bonus Tip: What Not to Do 289

Don’t Waste Words 289

Avoid Duplicate Keywords 289

Don’t Overbid on Content Network Keywords 290

Don’t Be Annoying 290

And That’s That 290

Index 291

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Customer Reviews

Average Rating 4.5
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Sort by: Showing all of 3 Customer Reviews
  • Posted December 18, 2010

    Using Google Adwords and Adsense Review

    Using google adwords and adsense is a pretty helpful collection of media. As it says on the cover, it's 'more than just a book'. The physical book is helpful enough in and of itself, but the value of what you're paying for really comes through once you register it online. Then you get a digital print version of the book with imbedded videos showing how to actually execute commands and navigate the Adsense and Adwords menus.

    The quality of the physical book is pretty good. It's what I've come to expect from any kind of help manual, but the digital user interface is something that really impressed me. As a rule, I've never been into web-only versions of books and I'd much rather have something physical. I figured the website would be more of a companion to the book but it ended up being the other way around. I found it a lot easier to read chapters on the web and just watch the videos as they come instead of reading, pausing, and manually finding the videos.

    It gives pretty detailed descriptions of how both programs work. So detailed in fact, there's a lot stuff they covered that won't ever really apply to the kind of stuff I do, but they set the content up nicely for skipping around.

    If I have a criticism it's that I would've liked a set of hard figures or real numbers to set realistic expectations for what kind of money is collected by Adsense users and dished out by Adwords users, defined by what kind of traffic some respective sites are working with. But I feel, due to the ambiguous nature of how Google dictates what gets paid in and out, those numbers could be hard to find.

    Overall the book and it's accompanying media is great and I would absolutely use it as an educational or training tool for other applications.

    1 out of 1 people found this review helpful.

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  • Anonymous

    Posted February 12, 2012



    0 out of 2 people found this review helpful.

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  • Anonymous

    Posted December 24, 2012

    No text was provided for this review.

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