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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

EЛЕКТРОННА КНИГА

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This book contains practical recipes on everything from creating an Adwords account, reporting, analyzing, bidding effectively to remarketing. The book is a guide to getting hands-on experience in Adwords strategies. It is extensively focussed on helping you build an Adwords account, which appeals to the visitors and attracts more clicks!This book is great for the users, who are ready to start using Adwords, as well as for experienced advertisers, who are looking to take their accounts to the next level. Just create an Adwords account and run ad campaigns to take advantage of the hands-on recipes.

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

Назва: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
Автор:Kristina Cutura
Оригінальна назва: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
Дата видання:2013-06-25
Формат:Eлектронна книга
Ідентифікатор видання: e_3aw6
Видавець: Packt Publishing