CONTENTS

Titlepage

Dedication

Publisher's Note

Acknowledgments

About the Author

Introduction

What You Will Learn

What Is Covered in This Book

The Companion Website

How to Contact the Author

Chapter 1: Understanding Search Theory

The Origins of Google AdWords

The Psychology of Search

Goal Alignment: Google vs. You vs. the Searcher

Best Practices for Applying Search Theory

Chapter 2: Performing Keyword Research

Understanding the Buying Funnel

Understanding Keywords

Discerning Keyword Match Types

Using Negative Match

Using Advanced Organizational Techniques

Taking Control of Your Ad Display

Best Practices for Conducting Keyword Research

Chapter 3: Keyword Tools: Extracting Valuable Data from Google

AdWords Keyword Planner

Google Trends

Bing Ads Intelligence

Best Practices for Using Keyword Tools

Chapter 4: Writing Compelling Ads

Do Your Ads Reflect the Search Query?

Writing Effective Ads

Following Google’s Editorial Guidelines

Developing Unique Selling Propositions

Distinguishing Features and Benefits

Employing Themes That Get Clicks

Controlling Your Mobile Ads

Spicing Up Your Ads with Ad Extensions

Showcasing Your Products with PLAs

Following the Law: Trademarks

The Quest for the Holy Grail of Advertising

Best Practices for Writing Compelling Ads

Chapter 5: Creating Landing Pages That Convert Searchers into Buyers

Does Your Landing Page Answer the Searcher’s Question?

Everything about Destination URLs

Choosing Landing Pages That Increase Conversion Rates

Employing Usability, Trust, and Web Technology

Best Practices for Landing Pages

Chapter 6: Learning Advanced Optimization Techniques

Optimizing for Conversions

Best Practices for Advanced Optimization Techniques

Chapter 7: Demystifying Quality Score

What Is Quality Score?

Viewing Your Quality Score

Landing Page Quality: Making Your Pages Relevant

Estimating Your First Page Bid

Understanding the Display Network Quality Score

Diagnosing Your Quality Scores

Increasing Quality Scores

What to Do if Your Quality Score Drops

Quality Score FAQs

Best Practices for Optimizing Quality Scores

Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads

Beyond the Desktop: Creating Mobile Ads

Beyond Static Text: Creating Rich Media Ads

AdWords Ad Gallery

Best Practices for Employing Image, Video, and Mobile Ads

Chapter 9: Understanding the Display Network

What Is the Display Network?

Creating a Successful Display Network Campaign

Blocking Your Ads from Being Shown across the Display Network

Smart Pricing: Measure Success with Cost per Conversion

Using the Display Planner Tool

Best Practices for the Display Network

Chapter 10: Utilizing Advanced Display Network Techniques

Remarketing: Bringing Visitors Back to Your Site

Flexible Targeting: Mixing and Matching Every Display Targeting Option

Optimizing Your Display Campaigns

Creating Scenarios to Understand and Reach Your Target Audience

Writing Effective Display Ads

Best Practices for Advanced Display Network Advertising

Chapter 11: Utilizing Advanced Geographic Targeting Techniques

What Is Geographic Targeting?

Reaching Users in Specific Locations

Location Targeting Considerations

Treating Locals and Nonlocals Differently in Your Ad Copy

Viewing Geographic Results

Geographic Performance Reports

Best Practices for Geographic Targeting

Chapter 12: Saving Time and Scaling Accounts with AdWords Editor

AdWords Editor Overview

Scaling Your Account

Optimizing Display with AdWords Editor

Best Practices for Using AdWords Editor

Chapter 13: Devising Profitable Bid Strategies

Setting Your Marketing Goals

Measuring Results with Google’s Conversion-Tracking Code

Exploring AdWords Bidding Options

Profitable Bidding Strategies

Calculating Your Max CPC

Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More

Understanding Attribution Management

Examining AdWords Reports to Make ROAS Bid Decisions

Best Practices for Utilizing Profitable Bid Strategies

Chapter 14: Organizing Accounts Successfully

What Is an AdWords Account?

Developing a Successful Campaign Structure

Organizing an Ad Group to Increase CTR and Conversion Rates

Best Practices for Account Organization Strategies

Chapter 15: Implementing Testing Techniques That Will Increase Profits

Testing Is Essential to Increasing Profits

Testing Ad Copy to Increase Conversions

Ad Copy Themes to Spark Your Creativity

Testing Landing Pages to Increase Conversions

Testing Profit per Click and Profit per Impression

AdWords Campaign Experiments

Best Practices for Testing Techniques That Will Increase Profits

Chapter 16: AdWords Reports: Extracting Actionable Information

Choosing General AdWords Report Settings

Using Reports to Optimize Your Account

Creating Custom Alerts

Best Practices for Using AdWords Reports

Chapter 17: Step by Step: Creating and Monitoring Your AdWords Account

Before You Create Your Account

Creating Campaigns

Optimizing Ongoing Campaigns

Best Practices for Creating and Managing Your AdWords Account

Glossary

Advertisement

End-User License Agreement

List of Tables

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Guide

Cover

Title Page

Start Reading

Front Matter

Introduction

Chapter 1: Understanding Search Theory

Chapter 2: Performing Keyword Research

Chapter 3: Keyword Tools: Extracting Valuable Data from Google

Chapter 4: Writing Compelling Ads

Chapter 5: Creating Landing Pages That Convert Searchers into Buyers

Chapter 6: Learning Advanced Optimization Techniques

Chapter 7: Demystifying Quality Score

Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads

Chapter 9: Understanding the Display Network

Chapter 10: Utilizing Advanced Display Network Techniques

Chapter 11: Utilizing Advanced Geographic Targeting Techniques

Chapter 12: Saving Time and Scaling Accounts with AdWords Editor

Chapter 13: Devising Profitable Bid Strategies

Chapter 14: Organizing Accounts Successfully

Chapter 15: Implementing Testing Techniques That Will Increase Profits

Chapter 16: AdWords Reports: Extracting Actionable Information

Chapter 17: Step by Step: Creating and Monitoring Your AdWords Account

Glossary

Advertisement

End-User License Agreement

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Advanced Google AdWords™

Third Edition

Brad Geddes

Praise for Advanced Google AdWords

Brad gets it! He has a wealth of hands-on experience and shares it freely. If you want to drive and convert Google AdWords traffic, you need to read this book—now!

—Tim Ash, CEO of SiteTuners, Author of Landing Page Optimization, Chairperson of Conversion Conference

Brad Geddes is the clearest voice on Advanced AdWords teachings, tactics, and strategies. I’m constantly referring to Brad’s articles and sharing them with others to help our clients make tens of thousands of dollars in their PPC campaigns—so be sure to grab a copy of Brad’s new book.

One of the best things I like about Brad’s knowledge is that he is constantly sharpening his blade by teaching (Google’s Seminar for Success, AdWords advanced courses) and doing (running his own campaigns), so his writing reflects his deep knowledge of the intricacies and details which, when followed, lead to improved campaign results.

There are a handful of books on the market that give you a broad understanding of the psychology behind how to advertise on Google; in Advanced Google AdWords Brad gives you that plus a practical, step-by-step plan to leverage what you’ve learned by including the technical details you need to turn your knowledge into action.

—Timothy Seward, Founder and CEO, ROI Revolution, Inc.

This book translates years of successful experience into language anyone can learn from to improve their skill level and understand paid search at a higher level. For years Brad has been my go-to source for the hardest of AdWords questions no one else could answer. Understanding the evolution of paid search is key to taking advantage of the nuances and complexities of current search algorithms. Brad does the impossible by teaching you high-level skills that will equate to actionable strategies you can apply immediately. He describes the life cycle of paid search and most importantly how to create a strategy from this understanding that applies to you. Brad has stayed fresh and documented his decade of experience, and he teaches people with a patience level acquired from years of teaching in person that results in attention to detail that will be hard to find in any other book on the subject. The money you will save on understanding Quality Score alone makes buying this book a no-brainer.

—Capt. Todd Malicoat, SEO Faculty at Market Motive

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!

Lesen Sie weiter in der vollständigen Ausgabe!