Google AdWords by Holdren, Anastasia -- Read -- Imperial Library of Trantor

Index

Google AdWords

Foreword Preface

Terminology Used in This Book Conventions Used in This Book Attribution and Permissions Safari® Books Online How to Contact Us Acknowledgments

1. Getting Started

Introduction to Google AdWords Where Ads Can Appear

Google’s Networks

Creating a Google Account Creating an AdWords Account Managing Account Access Setting Up Your First Campaign

2. Account Structure

How AdWords Accounts Are Organized Why Structure Matters Your Organization Strategy

Service Providers Brick and Mortar—Non-Ecommerce Ecommerce

Common Pitfalls

Pitfall 1: Duplicate Keywords Pitfall 2: Competing, Nonduplicate Keywords Pitfall 3: Budget Hogs

3. Navigating Your Account

Interface Overview Setting a Time Frame The Tree View Roll-Up Tabs How to Segment Data How to Find Things in Your Account

4. Campaign Settings

Intro to Campaign Settings Language Targeting Location Targeting

Advanced Location Options

Networks and Devices Bidding and Budget

Delivery Method

Additional Settings

Schedule: Start Date, End Date, Ad Scheduling Ad Delivery: Ad Rotation, Frequency Capping Demographic Bidding Social Settings Experiment

5. Understanding the Auction

How the AdWords Auction Works What Is Quality Score? Why Does Quality Matter? How Is Quality Score Calculated? Where to Find Quality Score How to Improve Quality Score

6. Keywords

How Keywords Fit Into the AdWords Auction

Organizing Keywords

Keyword Match Types

Broad Match Broad Match Modifier Phrase Match Exact Match

Negative Keywords

Negative Phrase-Matched Keywords Negative Exact-Matched Keywords Which Match Types Are Best?

Keyword Rules and Editorial Guidelines How to Manage Keywords

Editing with Google Spreadsheets Keyword Status Managing Negative Keywords

How to Use the “See Search Terms” Report How to Use the Keyword Tool Using Google Insights for Search

7. Writing Ads

Ad Text Requirements AdWords Ad Policies How to Create and Edit Ads How to Write Powerful Ads How to Use Dynamic Keyword Insertion

8. Making Ads Stand Out

Ad Extensions Location Extensions

Location Extensions versus AdWords Express (Formerly Known as Boost)

Product Extensions

Product Extensions versus Product Listing Ads

Sitelinks Call Extensions

9. The Google Display Network

Intro to the GDN The Networks Tab The Topics Tab The Audiences Tab Top 10 GDN Tips

10. Additional Ad Formats

Image and Flash Ads Video Ads Mobile Ads

11. Bids, Budgets, and Billing

How Bidding Works

Manual Maximum CPC bidding Automatic Bidding Enhanced CPC Bidding CPM Bidding Conversion Optimizer AdWords Discounter and Smart Pricing

How to Decide What to Bid Understanding Billing Options Applying Promotional Credits Monthly Invoicing Click Fraud

12. Measuring Success

Conversion Tracking Conversion Tracking

Search Funnels

Google Analytics

Glossary About the Author Colophon

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