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

480 Pages·2012·18.17 MB·English

by  Bart Weller

The Definitive Guide to Google AdWords: Create Versatile and Powerful
Marketing and Advertising Campaigns
Copyright © 2012 by Bart Weller and Lori Calcott
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ISBN-13 (pbk): 978-1-43024014-3
ISBN-13 (electronic): 978-1-4302-4015-0
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President and Publisher: Paul Manning
Lead Editor: Steve Anglin and Tom Welsh
Technical Reviewer: Christopher Klein
Editorial Board: Steve Anglin, Ewan Buckingham, Gary Cornell, Louise
Corrigan, Morgan Ertel, Jonathan
Gennick, Jonathan Hassell, Robert Hutchinson, Michelle Lowman,
James Markham, Matthew Moodie, Jeff
Olson, Jeffrey Pepper, Douglas Pundick, Ben Renow-Clarke, Dominic
Shakeshaft, Gwenan Spearing, Matt
Wade, Tom Welsh
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To Kathie, my wife, best friend, and companion, and our three kids, Frosty,
Shaun, and Kirry.
And to Mom, who instilled a lifelong love of learning and ideas.
–Bart Weller
This book is dedicated to all the people who kept the engines going while I
tapped away. First, to
my husband, Aaron, who spent countless hours in kitchen and changed countless
diapers. You
are the best teammate a girl could ask for. Thanks to Lindsay who not only made
certain our
business got off the ground but also kept it afloat at new heights.
–Lori Calcott
Contents at a Glance
Contents
About the Author
About the Technical Reviewer
Acknowledgments
Introduction
Chapter 1: SEM and the Google Ecosystem
Chapter 2: AdWords in Depth
Chapter 3: Marketing with AdWords
Chapter 4: Getting Started with AdWords
Chapter 5: Local Advertising and Location Targeting
Chapter 6: Keyword Strategy
Chapter 7: Creating Ads and Landing Pages
Chapter 8: The Display Network
Chapter 9: Mobile Advertising with AdWords
Chapter 10: Account Management and Optimization
Chapter 11: Google Analytics and Actionable Data
Chapter 12: Testing with Website Optimizer
Index
Contents
Contents at a Glance
About the Author
About the Technical Reviewer
Acknowledgments
Introduction
Who This Book Is For
Things Just Keep Changing
Conventions
Heading Level 1
Heading Level 2
Contacting the Authors
Chapter 1: SEM and the Google Ecosystem
A Short History of Search Marketing
Targeting
Internet Marketing Arrives
Enter Pay-Per-Click
Targeted Marketing on the Internet
Find Your Dream Job with AdWords (and $6.00)
Search Engine Marketing
It’s All about Targeting
The Google Ecosystem
Thinking in System Terms
The Google Network
The Google Search Network
The Google Display Network
The Difference Between AdWords and AdSense
Other Google Advertising Properties and Services
Summary
Chapter 2: AdWords in Depth
Understanding the AdWords Lingo
Account Structure
Campaigns
Ad Groups
Match Types
AdWords Cost
The Google Search Network Auction Process
Payment on the Search Network
The Display Network Auction Process
Smart Pricing
Invalid Clicks and Click Fraud
Summary
Chapter 3: Marketing with AdWords
Types of Searches
Sales Processes and the Zero Moment of Truth
PPC and the New Funnel
How to Measure Marketing Success
AdWords Conversion Tracking
Google Analytics
Phone Tracking
Summary
Chapter 4: Getting Started with AdWords
AdWords
Account Creation
Creating Your First Campaign
Create Ads and Keywords
Enter Billing Information
Create Additional Ad Groups and/or Campaigns
AdWords Editor
The AdWords Interface
Date Range
Home Screen
Navigating the Data
Keyword Data
Customizing Columns
Performance Graphs
Segments
AdWords Express
Summary
Chapter 5: Local Advertising and Location Targeting
How Google Determines Location
Location Settings
Excluding Locations
Language Settings and Considerations
Location and Language Setting in AdWords Editor
Creating Campaigns to Target Local Audiences
Add Your Address to Your Ads
Geographic Performance Data
Geographic Data Insights
Understanding Where Your Users Are
Summary
Chapter 6: Keyword Strategy
Keyword Basics
The Long Tail vs. the Short Tail
Types of Keywords
Identifying Your Themes
Using Google’s Keyword Tool
Filtering Data
Sorting Results
Downloading and Importing Results
Estimating Search Traffic and Cost
Analyzing Web Sites with the Google Keyword Tool
Researching Negative Keywords
Other Options for Keyword Research
Competitive Research
Web Analytics
Google Insights for Search
Generate Permutations
Match Type Settings
Selecting Keywords
Refining Your Keyword List Over Time
Search Query Report
Google Analytics Data
The Opportunities Tab in AdWords
Keyword Opportunities in AdWords Editor
Summary
Chapter 7: Creating Ads and Landing Pages
Google’s Editorial Guidelines
Legal Considerations
Writing Compelling Ad Text