Google AdWords: Managing Your Advertising Program

by Anastasia Holdren

Overview

Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.

Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge.

• Learn the advantages of proper account structure based on tightly knit themes
• Understand AdWords auction and the importance of keyword Quality Score
• Determine your preferred bidding model and daily ad budget
• Evaluate campaign performance by timeframe, keyword, and other criteria
• Hone your keyword list whenever search queries trigger your ads
• Add negative keywords to filter out irrelevant queries
• Outperform competitors and organic search results with targeted ad copy
• Determine conversion goals, and use AdWords tools to track them

Product Details

ISBN-13:	9781449308384
Publisher:	O'Reilly Media, Incorporated
Publication date:	11/15/2011
Pages:	216
Product dimensions:	6.80(w) x 9.10(h) x 0.60(d)

About the Author

Anastasia Holdren is President of SEM Training, providing training and consulting for Google AdWords advertisers. Stasia is one of two Authorized AdWords Seminar Leaders. Working with Google, she piloted the Seminars for Success program in 2006. Since then, she has trained thousands of advertisers around the world.

Table of Contents

Foreword; Preface; Terminology Used in This Book; Conventions Used in This Book; Attribution and Permissions; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1: Getting Started; 1.1 Introduction to Google AdWords; 1.2 Where Ads Can Appear; 1.3 Creating a Google Account; 1.4 Creating an AdWords Account; 1.5 Managing Account Access; 1.6 Setting Up Your First Campaign; Chapter 2: Understanding the Auction; 2.1 How the AdWords Auction Works; 2.2 What Is Quality Score?; 2.3 Why Does Quality Matter?; 2.4 How Is Quality Score Calculated?; 2.5 Where to Find Quality Score; 2.6 How to Improve Quality Score; Chapter 3: Account Structure; 3.1 How AdWords Accounts Are Organized; 3.2 Why Structure Matters; 3.3 Your Organization Strategy; 3.4 Common Pitfalls; Chapter 4: Navigating Your Account; 4.1 Interface Overview; 4.2 That’s the Tour!; Chapter 5: Campaign Settings; 5.1 Introduction to Campaign Settings; 5.2 Locations and Languages; 5.3 Networks and Devices; 5.4 Bidding and Budget; 5.5 Ad Extensions; 5.6 Advanced Settings; Chapter 6: Keywords; 6.1 How Keywords Fit Into the AdWords Auction; 6.2 Keyword Match Types; 6.3 Negative Keywords; 6.4 Keyword Rules and Editorial Guidelines; 6.5 How to Manage Keywords; 6.6 Keyword Details Reports; 6.7 How to Use the Keyword Tool; 6.8 Using Google Insights for Search; Chapter 7: Writing Ads; 7.1 Ad Text Requirements; 7.2 AdWords Ad Policies; 7.3 How to Create and Edit Ads; 7.4 How to Write Powerful Ads; 7.5 How to Use Dynamic Keyword Insertion; Chapter 8: Making Ads Stand Out; 8.1 Ad Extensions; 8.2 Location Extensions; 8.3 Product Extensions; 8.4 Sitelinks; 8.5 Call Extensions; 8.6 Social Extensions; 8.7 Mobile App Extensions; Chapter 9: The Google Display Network; 9.1 Introduction to the GDN; 9.2 The Display Network Tab; 9.3 Display Campaigns Tools; 9.4 Top 10 GDN Tips; Chapter 10: Additional Ad Formats; 10.1 Image and Flash Ads; 10.2 Video Ads; 10.3 Mobile Ads; 10.4 Image and Video Tips; Chapter 11: Bids, Budgets, and Billing, Oh My; 11.1 How Bidding Works; 11.2 How to Decide What to Bid; 11.3 Understanding Billing Options; 11.4 Applying Promotional Credits; 11.5 Monthly Invoicing; 11.6 Click Fraud; Chapter 12: Measuring Success; 12.1 What Are Your Goals?; 12.2 Conversion Tracking; 12.3 Google Analytics; Chapter 13: Agency Topics; 13.1 Managing AdWords Accounts for Clients; 13.2 The My Client Center; 13.3 Third Party Policy; 13.4 AdWords Editor; 13.5 Google Engage; 13.6 Google Certification; 13.7 And Finally, Good Luck!; Glossary;