A Quick Start Guide to Google AdWords outlines the background to Google, reveals the secrets behind pay-per-click advertising and what sells online, and gives vital tips on how to create a great campaign. With up-to-the-minute case studies and tips on vital business skills it covers: how to set up an account; the secrets of what sells online; how to word your ads effectively; how to pay the least amount for the most popular words; how to track profits; pitfalls to avoid.
For the non-techie who wants to be involved, this book will show you how to research, prepare and run your own AdWords campaign as well as giving you the tools and the confidence to be able to explain it to others.
About the Author
Mark Harnett has played key roles building and developing internet businesses and search marketing campaigns for a number of internet start-ups and small businesses. Based in Silicon Valley he has also built and launched successful online advertising and lead-generation products. He works at IMVU.com, the social network and 3D virtual world.
Table of Contents
1 The quick start
Setting up your AdWords account 7; Creating your website 9; Writing and budgeting for your AdWords 12
2 The secret power of words
Knowing your customers 24; The basics of website design: an overview 25
3 Google and the secret need
How Google ranks pages 41; Google’s next big idea 43; The more effective the ad, the less it costs 46
4 The secret behind par-per-click advertising
Making the right people click on your ad 55; Making sure your website turns searchers into purchasers 57; Paying the right amount for your clicks 70
5 Secrets of successful online ads
Reaching customers who are ready to buy 81; Expanding your list of keywords 83; Maintaining the quality of your ad 86
6 Secrets of creating a great campaign
Developing a campaign 94; Managing your data 99