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Index
Cover
Title Page
Copyright
Contents
Preface: Wait! Before You Read This Book
Chapter 1: Chisel Your Way In: Frank Talk about the Google AdWords of Today
The Three Niche Domination Strategies of Google AdWords
Chapter 2: How to Force Prospects to Choose Your Site: Make Them Buy from You, Not Your Competition
Here’s How to Make Sure They Find You and Buy from You. Not Someone Else
Chapter 3: How to Build Your Own Autopilot Marketing Machine
It All Starts When a Person Searches for Something
The Search Process
A Few Tools You Need If You’re Just Getting Started
Chapter 4: Building a Google Campaign from Scratch: The Right Way
The Best Way to Research Your Market
How to Set Up Your Campaign
Things You Can Tweak Right Now
The Magic Is in the Process
How to Set Yourself Up for Success
Chapter 5: Organizing Your Campaign: How to Pay Less and Get More Clicks
What Google Doesn’t Tell You: The Wrong Way to Organize an AdWords Campaign
The Right Way to Organize an AdWords Campaign
Split Test Your Ads!
The “Peel and Stick” Strategy: Get a Higher CTR Just by Moving Your Keywords into New Ad Groups
Chapter 6: Keywords: AdWords Success Starts Here
How to Find the Most Profitable Keywords
How to Get the Most from Google’s Keyword Planner
Step Up Your Game Using Keyword Matching Options
Your Quick Action Summary
Chapter 7: Niche Domination, Part 1: Chisel In Where the Chiseling Is Easy
Signs a Niche Is Overlooked
The 80/20 Survey Technique for Hyper-Responsive Intelligence
The 80/20 Protocol
Your Quick Action Summary
Chapter 8: Niche Domination, Part 2: Playing Games You Can Win
The “Working Stiff to $230 Million” Niche Domination Strategy
How Is It Possible That Richard Koch Bats 50 Percent When Most Venture Capital Firms Are Delighted to Bat 5–10 percent?
Success Through Elimination
Chapter 9: How to Write Google Ads: Attract Eyeballs, Get Clicks, and Earn Money
Great Headlines: Riveting to Your Customer, Dead Boring to Anyone Else
Your Ad Text: Where Your Inner Salesman Comes Alive
The “Goldilocks Theory”: Why the Best AdWords Ads Are Never Over-the-Top
Focusing Your Ads to Save $$$ on Clicks
If the Guys at the Bar Will Buy It, You’ve Got a Winning Ad
Chapter 10: Chisel Your Way In With Bionic Google Ads
Six Different Versions of One Ad
Chapter 11: Ads That Pass the Test: Editorial Guidelines and Split Testing
Follow the Editorial Guidelines and Keep Google Happy
Systematically Grow Your CTR with Split-Testing
See in Advance How Your Ads Will Look on the Preview Page
Disapproved Ads
Chapter 12: The Winning Method the World’s Smartest Marketers Stole from the Wright Brothers
How the Wright Brothers’ Savvy Testing Method Made Them “First in Flight”
People Who Test, Fly. People Who Rely on Brute Force, Die
Marketing Misery: Not Necessary
Chapter 13: “Deep 80/20”: It’s Not What You Think . . . and I Can’t Tell You How Profitable It Is!
Back When I THOUGHT I Understood 80/20
80/20 Applies to Just about Everything You Can Measure in a Business
80/20 Isn’t Just Two Groups, i.e., “The 80” and “The 20”
There’s an 80/20 Inside Every 80/20!
You Can Overlay Multiple 80/20S on Top of Each Other and Double Your Mojo
80/20 Is Why “Peel and Stick” Is So Powerful!
Perfectionism Can Get In Your Way!
The Myth of the Long Tail
Some 80/20 Rules of Thumb
Chapter 14: Vanquish the Thickest Competition with a Killer USP
The Six Essential Elements of a Power USP
Chapter 15: Conversion Tracking: How to Know Where Every Penny Is Going
The Four Types of Conversions You’ll Want to Track
How to Set Up Conversion Tracking the Right Way
Fly Autopilot with Conversion Optimizer
Take Advantage of Analytics
Your Quick Action Summary
Chapter 16: Campaign Settings
The Perfect Settings for a New Campaign
More Settings to Save You Money and Increase Clicks
Mobile Settings: We Sure Wish We Could Do More
Upping Your Game with Bid Modifiers
Risky! Beware of Bid Stacking
Flexible Bid Strategies: Caution!
Your Quick Action Summary
Chapter 17: How to Get Your Ads on Millions of Websites with Google’s Display Network
Display vs. Search
Is Google’s Display Network Worth the Effort?
Hit the Bull’s Eye by Carefully Choosing Your Target
Display Planner and All the Clever Ways You Can Bid
Selecting GDN Offers
Your Quick Action Summary
Chapter 18: Google’s Display Network: The Greatest Testing Playground in History
The Power of a Blind Test
“Test the Forest” First
Which Ad Size Should I Start With?
How to Create Gorgeous Ads
How to Keep Your Ads in Google’s Good Graces
Display Campaign Optimizer: Is There Benefit in Handing Over the Keys?
How to Take a Ride on the Jet Stream
Your Quick Action Summary
Chapter 19: Chisel Your Way In with YouTube: Billions of Eyeballs for Pennies
How to Create a YouTube Advertising Campaign
Some Additional YouTube Tricks
YouTube Can Deliver Huge Torrents of Traffic
Your Quick Action Summary
Chapter 20: Social Media Is the New SEO
The Facebook Social Graph
How We Used Facebook Right-Angle Targeting to Improve Google Campaigns by 11 Percent, Overnight
The Revolutionary “One Sentence” Principle
Supercharge Your Email Marketing with Custom Audiences
Right-Angle Targeting With Lookalike Audiences
The Holy Grail of Targeting: Layering
Advertorial + Product Placement = Native Advertising
How Do You Monetize These Native Ads?
The Most Important Thing to Consider Before Running Social or Content Ads
Chapter 21: How to Get Customers to Eat Out of Your Hand: Get the Biggest Money from Your Customers When You Give Them Exactly What They Want to Buy
How to Be Sure There’s a More Profitable Market for Your Idea by Developing a Product After Your Customers Tell You What They Want
What You Learn When This Doesn’t Work the First Time Out
Chapter 22: Supercharge Your Clickthrough Rates with Ad Extensions
Ad Extension #1: Sitelinks
Ad Extension #2: Call Extensions
Ad Extension #3: Location
Ad Extension #4: Images
Ad Extension #5: Reviews
Ad Extension #6: Apps
Ad Extension #7: Annotations
Your Quick Action Summary
Chapter 23: Quality Score: Making Google’s “Bozo Filter” Work for You
Google Pays You to Be Relevant!
What’s Your Quality Score?
So What Factors Go into Quality Score?
How to Improve Your Quality Score
Your Quick Action Summary
Chapter 24: Remarketing: The Single Most Profitable Online Advertising Strategy
First, Update Your Privacy Policy
Create Code
How to Build an “Audience” to Remarket To
How Long to Keep People on Your List?
Targeting Your Hottest Possible Prospects Using Custom Combos
How to Create a Remarketing Campaign
How to Write Remarketing Ads That Get Clicks and Conversions
Should You Try Customized Landing Pages?
Some Advanced Remarketing Tips
Your Quick Action Summary
Chapter 25: Google’s Search Partner Network: Goldmine or Land Mine?
How to Chisel Your Way into the Search Partner Network
Your Quick Action Summary
Chapter 26: Google Shopping Campaigns: A Huge ROI Boost for Ecommerce
How to Set Up a Google Shopping Campaign
How to Get a Google Shopping Campaign Up and Running
Your Quick Action Summary
Chapter 27: Impression Share: Get More of the Right Eyeballs to See Your Offer
How to Find Your Impression Share Numbers
How to Improve Your Impression Share
Your Can See Your Competitors’ Impression Share, Too
Your Quick Action Summary:
Chapter 28: AdWords Editor: The Power Tool for Managing Campaigns with Ease
Who Is the AdWords Editor For?
Your Quick Action Summary:
Chapter 29: Google Analytics: Know Where Your Visitors Come From and Where They’re Going
Million-Dollar Ad Tracking Discovery from My First Big Client
What Happens After the Click?
First Step: Macro Conversions vs. Micro
How to Get AdWords and Analytics Talking to Each Other
Analytics Remarketing
Your Quick Action Summary
Chapter 30: Keep Your Campaigns Purring Like a Kitten: The $1,000 Per Hour Job Most People Don’t Show Up For
Ongoing Management: Checks
Ongoing Management: Optimizing
Ongoing Management: Expansion
How to Audit and Diagnose Problems Quickly
Your Quick Action Summary
Chapter 31: How to Hire the Right AdWords Agency
What Payment Model Should You Follow?
11 Questions to Ask Before Hiring an Agency
Who Will Have Ownership of Your Account?
Your Quick Action Summary
Chapter 32: How Email Transforms Those Expensive Clicks into Long-Term, Profitable Customers
How to Put Personality and Pizzazz Into Your Email Marketing
Power in the Personal: SIX Keys to Email Marketing Success
Why We Chose Engineers as an Example for Email Marketing
A Medium That Will Never Go Away
Opt-Ins: More Than Just an Email Address?
They Can Knock Off Your Product, But They Can’t Knock Off You
Chapter 33: Persuasive Ad Copy—The Ultimate Silver Bullet: How to Mint Money with the Printed Word
Chapter 34: So You Have a Killer Sales Machine. Now What?: The New Army of Next-Generation Marketers
The Improvements Don’t Just Add Up, They Multiply!
Expanding into Other Media: Profiting from the Winner-Take-All Phenomenon
Affiliates: The Momentum Kicks In
How to Grind Down Your Competition: A Google Lesson from Han Solo
Google Makes It So Easy
Nouveaux Skin Care Company Gets an Unexpected Turn in Advertising
America’s Second Harvest Wins by Attrition and We Donate to Hurricane Katrina Victims
Chapter 35: 17 Things Yo Momma Never Told You About Google
1: Ten Thousand Hours
2: The “Before” Circle and the “After” Circle
3: The Pie Chart of Desires
4: Tell-Tale Signs of Markets
5: Impression Share
6. Doing AdWords for Clients
7: Hyper-Responsive Customers
8: Innovation and the Hyper-Responsive Buyer
9: Google Lackeys vs. Real Google Reps
10: “Would I send Grandma to this site?”
11. Every Market Has a Hole
12: Bootstrapping vs. Venture Capital
13: Just Buy the Stuff and Ship It
14: Artificially High Bids in a Ferociously Competitive Market
15: Personality vs. Transactional Marketing
16: What I Learned from Infomercials
17. “Pick the Chicken Clean”
Doing AdWords for Clients
Chapter 36: Signature Victories
Mega-Victories
About the Authors
Quick-Reference AdWords Glossary
Index
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