Google Advertising Tools by Davis, Harold -- Read -- Imperial Library of Trantor

Index

Google Advertising Tools

SPECIAL OFFER: Upgrade this ebook with O’Reilly Preface

Organization Assumptions About the Examples Using Code Examples Conventions Used in This Book Safari® Books Online How to Contact Us Acknowledgments

I. Making Money with a Website

1. Creating Successful Websites

The Taxonomy of Success

Entertainment Useful Free Services and Software Magazines and Newspapers The Blogosphere Practical Information: Content Sites and Niches E-Commerce Sites

Tools for Measuring Popularity

Using the Google Toolbar Let the Google Search Engine Be Your Guide Finding Popularity with Alexa

How Much Content Is Enough? Presenting Content

Page and Site Design Page Size Images, Video, and Podcasting Keeping Content Fresh Positioning Ads

Content Architecture

Separating Content from Design Server-Side Includes PHP Includes Optimal Include Layout

Where Does Content Come From? The Power of Community Action Items

2. Creating Effective Marketing Plans

Telling a Story

The Elevator Pitch

Basics of Marketing Creating a Plan Creating a Checklist Naming Your Site Introducing SEM Comparing SEO with SEM

Crafting the Blended Campaign

Action Items

3. Driving Traffic to a Website

Submitting Your Sites to Search Engines

Important Search Engines for Submission Submission Tools

Working with Google Taking Advantage of Site Mapping Working with Directories

Understanding Taxonomies Getting Open Directory Project Listings Getting Yahoo! Directory Listings

Becoming Popular by Generating Inbound Links

The Best Inbound Links Finding Sites to Make a Link Request Making the Link Request

Finding email addresses Emails should not be spam

The Power of the Press Release Unleashing Your Inner Blogger Using Syndication Feeds to Your Benefit

Creating Feeds Telling the World About Your Feed Submitting Feeds

Creating Email Lists and Surmounting the Spam Problem Action Items

4. Nuts and Bolts of SEO

SEO’s Evolution

The SEO Advantage What SEO Can (and Cannot) Do Free Tools Google Webmaster Tools

Crawl errors HTML suggestions Your site on the web

Commercial SEO Analysis Software

More About How Your Site Appears to a Bot

Images Links File Formats Viewing Your Site with an All-Text Browser

Excluding the Bot

The robots.txt File Meta Robot Tags

Meta Information Design for SEO

Site Design Principles

Text is best Navigability

Words and Keyword Density

Page size Choosing keywords Keyword placement

Site Design Principles

Using PageRank Linking

Inbound links Outbound Links Cross Links

Avoiding Overly Aggressive SEO

Google’s Prohibitions Why Not to Be Overly Aggressive

Action Items

5. Making Money with Affiliate Programs

Kinds of Ad Programs Understanding Affiliate Programs

Mechanics of the Process Creatives Areas of Concern

Amount of the commission Sales and commission tracking Merchant support of affiliate programs Matching affiliates with content

Working with an Affiliate Program

Benefits of Affiliate Aggregators Finding an Affiliate Aggregator

Commission Junction Kolimbo LinkShare

Ad Hoc Affiliation

Fred Miranda Software iContact

The Amazon.com Associate Program

Action Items

6. Making Money by Hosting Advertising

Understanding Cost Per Click (CPC) Contextual Relevance

How Good Is the Context? Serving Ads Dollars and Cents

CPC Vendors Compared Placing Ad Units on Your Site

Signing Up Choosing the Kinds of Ads Selecting Ad Formats Adding Code to Your Pages

Display and Banner Ads Action Items

7. Understanding the Google Behemoth

The Parts of Google

Blogger Book Search Directory Gmail GOOG-411 Google Health Maps Product Search Scholar YouTube

Content Versus Search Anatomy of a Search Query

Google Syntax and Operators The Rules of Simple Search Effective Searching Advanced Search The Search Results Page

The Automated Ad Broker: AdWords Action Items

II. Cashing in with AdSense

8. Working with AdSense

Applying for an AdSense Account Setting Account Options

Payment Preferences Ad Display Preference Account Access Reviewing Payment History Filing Tax Information

AdSense Programs AdSense for Content Ad Settings

Ad Type Ad Format and Colors

Format Colors More options

Ad Channels Getting the Code

Ad unit example Link unit example

Managing Ads Custom Ad Colors Using Channels Applying Competitive Filters Site Authentication, Ad Review, and Allowed Sites

AdSense for Search Settings AdSense for Feeds AdSense for Domains Video Units Linking Google AdSense to Google Analytics Action Items

9. Making Sense of AdSense

Fundamentals of Navigation Understanding the Metrics Running Reports

Saving a Report as a Template Choosing a Date Range Page, Unit, or Ad Impressions Aggregate Versus Channel Data

Statistics Downloading a CSV File Other Program Performance

Search Performance How Are Your Parked Domains Doing?

Optimization Tips Site Diagnostics Your Earnings Tools Beyond AdSense for Tracking

Listening to Web Logs Web Analytic Software

Action Items

III. Working with AdWords

10. Using AdWords

Signing Up for an Account

Creating Your Account Creating Your First Campaign Bidding and Budget Advanced Settings Creating an Ad Crafting an Ad Choosing Keywords Providing Payment Information and Activating Your Account Graduating

Ad Campaigns and Ad Groups

Creating and Editing Ad Campaigns Creating a New Campaign Editing Campaign Settings

Pausing, resuming, and deleting an ad campaign The Campaign Summary Excluding sites or categories Adding negative keywords Changing campaign settings Optimizing ad service Ad scheduling Where ads display Position preference and delivery method

Ad Groups

Creating a new ad group Editing an ad group Creating an image ad

Getting a My Client Center Account Action Items

11. Improving Performance

Monitoring Your AdWords Activity

Understanding Your Campaign Summary Drilling Down into a Campaign Understanding Ad Group Performance

Search and content results Individual keyword results Keyword status

Campaign Management Tools

Using the Ads Diagnostic Tool Optimizing Your Ads

Keyword Tool Estimating traffic Campaign Optimizer

Action Items

12. The Zen of AdWords

The Customer Life Cycle

Keywords Getting Seen Test Your Ads Landing Pages That Work Tracking Balance

The Path of Indirection Success via Iteration Targeting the Competition Estimating Traffic Exclusion

Excluding Sites and Categories IP Exclusion

Action Items

13. Advanced Performance Monitoring

Using AdWords Reports

Kinds of Reports Creating a Placement/Keyword Report

Conversion Tracking

Understanding Conversion Tracking

Conversion tracking reports Tracking Google Analytics goals as conversions Tracking views of content network ads as conversions

Tracking PayPal Purchases

Setting up a new PayPal button

Tracking Visitors to a Crucial Page

Google Analytics

Getting Started with Google Analytics Using Google Analytics

The Dashboard Map Overlay Content Overview Advanced Segments Goals Custom Reports

Website Optimizer Action Items

14. AdWords beyond CPC

Display Ad Builder Mobile Ads Video Ads Advertising on TV Action Items

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