Advertising on Google: The High Performance Cookbook. Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions - Ebook - Kristina Cutura - Modern learning platform

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Advertising on Google: The High Performance Cookbook. Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions

Kristina Cutura

Ebook

Advertising on Google: The High Performance Cookbook
- Table of Contents
- Advertising on Google: The High Performance Cookbook
- Credits
- About the Author
- About the Reviewers
- www.PacktPub.com
  - Support files, eBooks, discount offers and more
    - Why Subscribe?
    - Free Access for Packt account holders
    - Instant Updates on New Packt Books
- Preface
  - What this book covers
  - What you need for this book
  - Who this book is for
  - Conventions
  - Reader feedback
  - Customer support
    - Errata
    - Piracy
    - Questions
- 1. Researching the Market and Competition and Setting Goals
  - Introduction
  - Focusing on relevance
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Identifying your competitors using Google search results
    - Getting ready
    - How to do it...
    - Theres more...
    - See also
  - Using third-party tools to research competitors
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
  - Analyzing budgets and bids to determine market saturation
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Setting advertising goals
    - Getting ready
    - How to do it...
    - There's more...
    - See also
  - Predicting if AdWords will be profitable and calculating potential returns
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
- 2. Setting up Your Account
  - Introduction
  - Creating an AdWords account
    - Getting ready
    - How to do it...
    - There's more...
    - See also
  - Determining the right billing option for your needs
    - Getting ready
    - How to do it...
    - There's more...
    - See also
  - Inviting other users to access your account
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Changing user access levels or removing users
    - How to do it..
    - There's more...
    - See also
  - Enabling auto tagging at the account level
    - How to do it..
    - How it works...
    - There's more...
    - See also
  - Changing your notification settings
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
- 3. Tracking beyond the Click
  - Introduction
  - Linking AdWords to Google Analytics
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Creating a conversion goal in AdWords to track leads or sales
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Importing goals from Google Analytics into AdWords
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Verifying that conversion tracking is working
    - Getting ready
    - How to do it...
      - Check the source code
      - Wait for conversions to occur
      - Complete a test conversion
    - How it works...
    - There's more...
    - See also
  - Analyzing how long it takes to convert customers
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Analyzing assist clicks and impressions
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Analyzing AdWords data in Google Analytics
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Analyzing time on site data and bounce rates
    - Getting ready
    - How to do it...
    - There's more...
    - See also
- 4. Structuring Your Account
  - Introduction
  - Planning account structure
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Common ways to structure campaigns
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Deciding where to show your ads
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Device targeting options
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Choosing which locations to target
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Excluding locations from seeing your ads
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Selecting target languages
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Creating themed ad groups
    - Getting ready
      - Recommended ad group structure
      - Poor ad group structure
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Renaming campaigns and ad groups
    - Getting ready
    - How to do it...
    - There's more...
    - See also
- 5. Creating Relevant Keywords
  - Introduction
  - Using keyword matching options effectively
    - How to do it
    - How it works
    - There's more
    - See also
  - Finding relevant keywords
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Analyzing competitor keywords from spyfu.com and similar tools
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Generating negative keywords
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Identifying keyword duplicates
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Multiplying keyword phrases
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Changing broad keywords to broad match modifiers
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Adding new keywords to an existing ad group
    - Getting ready
    - How to do it
    - See also
  - Editing, pausing, or deleting keywords
    - Getting ready
    - How to do it
    - How it works
    - See also
- 6. Writing Compelling Ads
  - Introduction
  - Researching competitors' ads
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Setting campaign ad rotation
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Creating effective ads
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Choosing landing pages
    - Getting ready
    - How to do it
      - Pick a URL that best matches your keywords
      - Make sure your landing page is conversion friendly
    - How it works
    - There's more
    - See also
  - Implementing dynamic keyword insertion in ads
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Avoiding common ad copy mistakes
    - How to do it
    - How it works
    - See also
  - Split testing ad copy
    - Getting ready
    - How to do it
    - How it works
    - There's more
    - See also
  - Editing your ad text
    - How to do it
    - How it works
    - See also
  - Pausing or deleting ads
    - Getting ready
    - How to do it
    - How it works
    - See also
- 7. Budgets and Bidding
  - Introduction
  - Setting and adjusting campaign budgets
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Evaluating your current budget and potential impact of budget changes
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Setting and adjusting ad group level bids
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Setting and adjusting keyword level bids
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Enabling enhanced bidding
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Enabling Conversion Optimizer
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Adjusting CPA bids
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Setting separate bids for calls
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Predicting impact of bid changes using the Bid Simulator
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Modifying mobile bids
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Adjusting location bids
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Adjusting bids based on the day of the week and time of day
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
- 8. Running Display Ads
  - Introduction
  - Creating an automatic placements campaign
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Creating a managed placements campaign
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Researching and adding display placements
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Targeting display sites based on topics
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Excluding irrelevant and poorly performing placements
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Avoid displaying your ads on certain pages
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Excluding categories of sites and potentially sensitive topics
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Adding image ads to display campaigns
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Creating rich image ads with Display Ad Builder
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Analyzing relative CTR to benchmark display performance
    - How to do it...
    - How it works...
    - There's more...
    - See also
- 9. Remarketing to Past Visitors
  - Introduction
  - Generating the remarketing code
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Creating remarketing audiences in AdWords
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Creating custom remarketing combinations via rules
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Setting up a remarketing campaign
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Setting remarketing bids
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Setting frequency caps to limit how often ads show
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Increasing traffic to your remarketing campaign
    - How to do it...
    - How it works...
    - See also
  - Remarketing to YouTube viewers
    - Getting ready
    - How to do it...
    - How it works...
    - See also
- 10. Reporting and Analysis
  - Introduction
  - Running and scheduling reports
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Customizing columns to personalize data views
    - Getting ready
    - How to do it...
    - How it works...
    - There's more...
    - See also
  - Analyzing the days and times when ads perform best
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Analyzing geographic performance
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Reviewing call details
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Finding out where on display your ads are appearing
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Segmenting performance reports
    - How to do it...
    - How it works...
    - See also
  - Creating filters to customize reporting
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Viewing data in graph format
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Evaluating sitelink extensions
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Using impression share metrics to increase conversions
    - Getting ready
    - How to do it...
    - How it works
    - See also
- 11. Optimizing Performance
  - Introduction
  - Improving relevance and Quality Score
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Improving ad rank
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Changing keyword match types
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Scheduling ads to run during key days and times
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Expanding your keyword list
    - Getting ready
    - How to do it...
      - Automated keyword suggestions
      - Search terms report
      - Competitor keywords
      - Google's keyword tool
    - How it works...
    - See also
  - Analyzing ad copy performance and picking top performers
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Adjusting budgets to maximize traffic and conversions
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Tips to increase traffic
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Running search term reports to optimize keywords
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Optimizing bids for ROI
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Optimizing keywords to improve ROI
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Excluding IP addresses from seeing your ads
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Optimizing your landing pages
    - Getting ready
    - How to do it
    - How it works...
    - There's more
    - See also
- 12. Advanced Strategies and Features
  - Introduction
  - Creating sitelinks
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Setting up call extensions
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Implementing social extensions
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Setting up location extensions
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Promoting application downloads
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Setting up Dynamic Search Ads
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Creating product ads
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Using experiments to test campaign changes
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Using advanced negative match keywords
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Automating actions based on rules and goals
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Common AdWords mistakes
    - Getting ready
    - How to do it...
    - How it works...
    - See also
- 13. Managing AdWords
  - Introduction
  - Troubleshooting why your ads are not showing up
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Finding out your ad's approval status
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Creating custom alerts to monitor performance
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Reviewing past changes and revisions
    - How to do it...
    - How it works...
    - See also
  - Viewing or hiding paused or deleted items
    - Getting ready
    - How to do it..
    - How it works...
    - There's more...
    - See also
  - Getting started with AdWords Editor
    - Getting ready
    - How to do it...
    - How it works...
    - There's more
    - See also
  - Making changes to campaign settings via AdWords Editor
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Reviewing account statistics through AdWords Editor
    - How to do it...
    - How it works...
    - See also
  - Copying campaigns or ad groups with AdWords Editor
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Adding keywords in bulk using AdWords Editor
    - Getting ready
    - How to do it...
    - How it works...
    - See also
  - Updating ads in bulk using AdWords Editor
    - Getting ready
    - How to do it...
    - How it works...
    - See also
- Index

Title: Advertising on Google: The High Performance Cookbook. Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions
Author: Kristina Cutura
Original title: Advertising on Google: The High Performance Cookbook. Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.
ISBN: 9781849685856, 9781849685856
Date of issue: 2013-06-25
Format: Ebook
Item ID: e_3aw6
Publisher: Packt Publishing

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