Advanced Google AdWords
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| Format: | Buch |
| Sprache: | English |
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Hoboken, N.J.
Wiley
2010
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| Ausgabe: | 1. ed. |
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| 245 | 1 | 0 | |a Advanced Google AdWords |c Brad Geddes |
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Datensatz im Suchindex
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| adam_text | Titel: Advanced Google AdWords
Autor: Geddes, Brad
Jahr: 2010
Contents
Foreword xxv
Introduction xxvii
Chapter 1 Understanding Search Theory 1
The Origins of Google AdWords..............................2
Google Enters the Arena 5
Google AdWords Select Revolutionizes PPC 6
The Psychology of Search...................................7
Turning Concepts into Words 8
Understanding Search Results 9
The Purpose of Ad Copy 10
Landing Pages Lead to New Customers 11
Advertising Is Not Advertising When It Is Information 13
Goal Alignment: Google vs. You vs. the Searcher................15
Best Practices for Applying Search Theory......... ............16
Chapter 2 Keyword Research 19
Understanding the Buying Funnel............................20
Examining the Buying Funnel Phases 21
How Do Consumers Flow Through Your Buying Funnel? 22
Understanding Keywords..................................23
Types of Keywords 24
Finding Keyword Ideas 26
How Many Keywords Should You Have in Your Account? 29
Creating Keyword Lists 31
Using Long Tail Keywords 32
Wide vs. Deep Keywords 34
Discerning Keyword Match Types............................ 36
Broad Match 36
Phrase Match 37
Exact Match 39
Which Match Type Is Best? 40
Using Negative Keywords..................................42
Implementing Negative Keywords 42
Negative Broad Match 44
Negative Phrase Match 44
Negative Exact Match 45
Putting Negative and Positive Keywords Together 46
Researching Negative Keywords 47
Taking Control of Your Ad Display...........................48
Best Practices for Conducting Keyword Research................49
u
Chapter 3 Keyword Tools: Extracting Valuable Data from Google 51
AdWords Keyword Tool...................................52
Generating Keyword Ideas 54
Interpreting the Keyword Data 59
AdWords Keyword Tool versus Wordtracker 62
Using Google s Search-Based Keyword Tool....................63
Finding Keywords Based on Crawl Information 64
Keyword Suggestions by Category 67
Google Sets.............................................69
Google Trends...........................................70
Google Insights for Search..................................73
What Service Should You Offer? 74
Determining Your Messaging 76
Determining Consumer Interest 77
Google Labs and Microsoft adCenter Labs.....................78
a Best Practices for Using Keyword Tools.......................79
I Chapter 4 Writing Compelling Ads 81
g Do Your Ads Reflect the Search Query?.......................82
Writing Effective Ads.....................................84
Calls to Action 85
Touching the Emotional Core 86
Following Google s Editorial Guidelines.......................87
Character Lengths 87
Editorial Requirements 88
Developing Unique Selling Propositions.......................89
Distinguishing Features and Benefits..........................90
Benefits, Features, and the Buying Funnel 92
Employing Themes That Get Clicks..........................94
Utilizing Numbers in Ads 95
How Strong Is Your Call to Action? ^°
Writing Informational Ad Copy 97
Utilizing Negative Ad Copy 99
Do Not Forget the Display URL 100
Following the Law: Trademarks............................102
The Quest for the Holy Grail of Advertising...................104
Best Practices for Writing Compelling Ads....................105
Chapter 5 Landing Pages That Convert Searchers into Buyers 107
Does Your Landing Page Answer the Searcher s Question?........108
Everything about Destination URLs.........................110
Using Destination URLs for Tracking 11*
Complying with Destination URL Editorial Policies H
xix
Choosing Landing Pages That Increase Conversion Rates........117
Choosing Landing Pages Based upon the Type of Query 118
Differentiating Local Business Queries 122
Using Segmentation Pages 124
Using Forms as Landing Pages 125
Thanking Your Customers 126
Crafting Perfect Landing Pages 128
Employing Usability, Trust, and Web Technology to Increase
Your Conversion Rates...................................128
Using Web Technology to Implement Usability and User Security 129
Psychological Factors That Increase Conversion Rates 137
Your Website s Usability Goals 144
Best Practices for Landing Pages............................145
Chapter 6 Advanced Optimization Techniques 147
Optimizing for Traffic....................................148
Exploring Strategies That Display Your Ads More Often 148
Taking Advantage of Dynamic Keyword Insertion 151
Increasing Page Views 156 o
o
Optimizing for Conversions............................... 160 h
Writing Ad Copy That Sells 160 Z
Creating Landing Pages That Increase Conversions 161 ¦
Making Additional Conversions to Increase Your Profits 169
Best Practices for Advanced Optimization Techniques...........172
Chapter 7 Demystifying Quality Score 175
What Is Quality Score?...................................176
How Quality Score Affects Ad Rank 177
Quality Score Factors for Search 178
Viewing Your Quality Score...............................183
Landing Page Quality: Making Your Pages Relevant............185
Spiderability 185
Relevance 186
Transparency 187
Navigation 187
Estimating Your First Page Bid.............................188
Understanding the Content Network Quality Score.............190
Placement Targeting Quality Score 191
Creating Highly Relevant Ad Groups........................192
What to Do if Your Quality Score Drops.....................195
Increasing Your Quality Scores 197
Quality Score FAQs......................................200
Best Practices for Optimizing Quality Scores..................202
z
Chapter 8 Beyond Text: Image, Video, and Mobile Ads 205
Beyond the Desktop: Creating Mobile Ads....................206
Reaching iPhone Users 206
Reaching Other Mobile Users: Google Mobile Ads 208
Beyond Static Text: Creating Rich Media Ads.................212
Creating Effective Image Ads 212
Developing Profitable Video Ads 217
Using Google s Display Ad Builder..........................220
Best Practices for Employing Image, Video, and Mobile Ads......222
Chapter 9 Understanding the Content Network 225
What Is the Content Network?.............................226
Advantages of the Content Network 227
Creating a Successful Content Network Campaign..............228
Creating Search- and Content-Only Campaigns 229
Ground Rules for Creating Effective Content Network Ad Groups 230
Choosing the Correct Words for Your Content Network Ad Group 230
Smart Pricing: Why Cost per Conversion Is the Best Metric
z to Measure Success......................................235
o
Learning How the Content Network Is Performing for You.......236
Understanding the Placement Report 236
Stopping Google from Showing Your Ads on Sites That Do Not Convert 237
Managing Automatic Placements...........................242
Placement Targeting: Choosing Which Content Sites
Display Your Ads........................................243
Placement Tool 244
Organizing Placements 247
Choosing CPM or CPC Bidding 248
Ongoing Management of Placement Targeted Ad Groups 250
Best Practices for the Content Network......................251
Chapter 10 Advanced Content Network Techniques 253
Enhancing Your Content Campaigns........................254
Refining Your Content Exposure with Keywords *¦
Controlling Your Placement Ad s Display 256
Optimizing Your Content Campaigns 258
Organizing Your Content Campaigns 261
Setting Different Bids By Demographics......................265
Viewing Your Demographic Performance Stats ^
Setting Demographic Bids ^6
Organizing Your Demographic Campaign *
Creating Scenarios to Understand and Reach Your Targeted Audience. .270
How to Write Effective Content Ads.........................272
Google Ad Planner: Free Access to Expensive Data.............273
Conducting Google Ad Planner Research 275
Adding Ad Planner Sites to AdWords 282
Best Practices for Advanced Content Network Usage............283
Chapter 11 Advanced Geographic Targeting 285
What Is Geographic Targeting?.............................286
The Technology Behind Location Targeting 286
How Accurate Is Location Targeting? 288
Reaching Users in Specific Locations........................290
Reaching Users in Multiple Countries 291
How to Reach Users in a Single Country 294
How to Reach Users in an Area Smaller than a Country 296
Custom Targeting 302
Excluding Your Ads from Showing in a Location 304
Treating Locals and Non-locals Differently in Your Ad Copy......306
Automatically Inserting Your Address into the Ad Copy 308
A Case Study into Local Belief Systems 311
Viewing Geographic Results...............................313
Geographic Performance Reports...........................314
Best Practices for Geographic Targeting......................316
Chapter 12 Save Time and Scale Accounts with the AdWords Editor 319
AdWords Editor Overview................................320
Choosing Your Viewpoint 320
Viewing Your Account in the AdWords Editor 325
How to Scale Your Account...............................329
Importing Keywords 329
Creating Thousands of Keywords and Ad Groups 331
Easily Creating Thousands of Ads 335
Optimizing Content with the AdWords Editor.................339
Best Practices for Using the AdWords Editor...................341
Chapter 13 Profitable Bid Strategies 343
Setting Your Marketing Goals..............................344
Measuring Results with Google s Conversion Tracking Code......345
AdWords Conversion Tracking Code 346
Accessing Valuable Conversion Data in AdWords Reports 349
How to Track Phone Calls 350
AdWords Bidding Options................................351
Profitable Bidding Strategies............................... 354
ROI vs. Profit 354
Revenue per Click 355
Taking Margins into Account 358
n
O
z
-i
m
2
-i
How Can Publishers Determine Revenue per Click? 360
Tracking Long Sales Cycles with Conversion Funnels 362
Calculating Your Max CPC...............................364
Setting Bids Based on ROI 364
Understanding the Bid Simulator 366
Setting Bids Based on Profits 367
Position Preference: Controlling Where Your Ad Is Displayed.....369
How Average Position Is Calculated 370
Determining Conversion Rate by Position 371
Ad Scheduling: Automatically Changing Bids by Time Periods.....372
How to Find Conversion Information by Time Frames 374
In-Depth Look at Two Companies That Found Ad Scheduling Success 376
Creating Time-Sensitive Offers 381
Understanding Attribution Management......................382
Examining AdWords Reports to Make ROI Bid Decisions........383
U Best Practices for Utilizing Profitable Bid Strategies.............385
?£. Chapter 14 Successful Account Organization Strategies 387
z
h What Is an AdWords Account?.............................388
O What Are the Limits of an AdWords Account? 388
Managing Multiple Accounts the Easy Way 389
Becoming a Google Advertising Professional 392
Developing A Successful Campaign Structure..................394
Reasons to Create New Campaigns 394
Structuring Campaigns to Achieve Business Goals 396
Organizing an Ad Group to Increase CTR and Conversion Rates .. 409
Best Practices for Account Organization Strategies..............410
Chapter 15 Testing Techniques That Will Increase Profits 413
Testing Is Essential to Increasing Profits......................414
How to Test Ad Copy to Increase Conversions.................414
Ad Copy Messages You Should Test 415
Ad Copy Themes to Spark Your Creativity....................415
Test Discounts Instead of Prices 41°
Creating the Ad Copy Test 419
Rules of Thumb for Statistical Significance
All
Measuring the Results of Your Ad Copy Test **
How to Test Landing Pages to Increase Conversions.............426
Testing Where to Send Traffic 426
Landing Page Testing Factors
Making Ads and Landing Pages Work Together
Essential Items to Test First 443
Creating a Landing Page Test 4**
Testing Profit per Click and Profit per Impression...............
Best Practices for Testing Techniques That Will Increase Profits------450
Chapter 16 AdWords Reports: How to Extract Actionable Information 453
Choosing General AdWords Report Settings................... 454
Report Settings 454
Advanced Report Settings 455
Using Reports to Optimize Your Account..................... 459
Placement/Keyword Performance Report 459
Ad Performance Report 460
URL Performance Report 463
Ad Group Performance Report 464
Campaign and Account Performance Reports 464
Demographic Performance Report 466
Geographic Performance Report 466
Search Query Performance Report 467
Placement Performance Report 467
Reach and Frequency Performance Report 469
Best Practices for Using AdWords Reports.................... 470
Chapter 17 Step by Step: Create and Monitor Your AdWords Account 473
Before You Create Your Account............................ 474
xxiii
¦
o
o
z
H
Creating Campaigns..................................... 475
Creating Search Campaigns 476 -t
Creating Content Campaigns 479
Creating Placement-Only Campaigns 481
Optimizing Ongoing Campaigns............................483
Optimizing Search Campaigns 484
Managing Budget Optimizer Campaigns 487
Optimizing Content Campaigns 488
Optimizing Placement Campaigns 490
Optimizing CPM Campaigns 491
Creating an Optimization Schedule 493
Best Practices for Creating and Managing Your AdWords Account... 496
Glossary 499
Index 505
|
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| author | Geddes, Brad |
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| dewey-full | 659.14/4 |
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| dewey-ones | 659 - Advertising and public relations |
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| dewey-search | 659.14/4 |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV037382413 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T01:01:11Z |
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| isbn | 9780470500231 0470500239 |
| language | English |
| lccn | 2010004721 |
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| physical | XXXI, 519 S. Ill. |
| publishDate | 2010 |
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| publishDateSort | 2010 |
| publisher | Wiley |
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| spellingShingle | Geddes, Brad Advanced Google AdWords Internet advertising Telecommunication Terminology Google Ads (DE-588)7612005-3 gnd Online-Werbung (DE-588)7636951-1 gnd |
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| title | Advanced Google AdWords |
| title_auth | Advanced Google AdWords |
| title_exact_search | Advanced Google AdWords |
| title_full | Advanced Google AdWords Brad Geddes |
| title_fullStr | Advanced Google AdWords Brad Geddes |
| title_full_unstemmed | Advanced Google AdWords Brad Geddes |
| title_short | Advanced Google AdWords |
| title_sort | advanced google adwords |
| topic | Internet advertising Telecommunication Terminology Google Ads (DE-588)7612005-3 gnd Online-Werbung (DE-588)7636951-1 gnd |
| topic_facet | Internet advertising Telecommunication Terminology Google Ads Online-Werbung |
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