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Index
Cover
Title
Copyright
Dedication
Contents at a Glance
Contents
About the Author
About the Technical Reviewer
Acknowledgments
Introduction
Who This Book Is For
Things Just Keep Changing
Conventions
Heading Level 1
Heading Level 2
Contacting the Authors
Chapter 1: SEM and the Google Ecosystem
A Short History of Search Marketing
Targeting
Internet Marketing Arrives
Enter Pay-Per-Click
Targeted Marketing on the Internet
Find Your Dream Job with AdWords (and $6.00)
Search Engine Marketing
It’s All about Targeting
The Google Ecosystem
Thinking in System Terms
The Google Network
The Google Search Network
The Google Display Network
The Difference Between AdWords and AdSense
Other Google Advertising Properties and Services
Summary
Chapter 2: AdWords in Depth
Understanding the AdWords Lingo
Account Structure
Campaigns
Ad Groups
Match Types
AdWords Cost
The Google Search Network Auction Process
Payment on the Search Network
The Display Network Auction Process
Smart Pricing
Invalid Clicks and Click Fraud
Summary
Chapter 3: Marketing with AdWords
Types of Searches
Sales Processes and the Zero Moment of Truth
PPC and the New Funnel
How to Measure Marketing Success
AdWords Conversion Tracking
Google Analytics
Phone Tracking
Summary
Chapter 4: Getting Started with AdWords
AdWords
Account Creation
Creating Your First Campaign
Create Ads and Keywords
Enter Billing Information
Create Additional Ad Groups and/or Campaigns
AdWords Editor
The AdWords Interface
Date Range
Home Screen
Navigating the Data
Keyword Data
Customizing Columns
Performance Graphs
Segments
AdWords Express
Summary
Chapter 5: Local Advertising and Location Targeting
How Google Determines Location
Location Settings
Excluding Locations
Language Settings and Considerations
Location and Language Setting in AdWords Editor
Creating Campaigns to Target Local Audiences
Add Your Address to Your Ads
Geographic Performance Data
Geographic Data Insights
Understanding Where Your Users Are
Summary
Chapter 6: Keyword Strategy
Keyword Basics
The Long Tail vs. the Short Tail
Types of Keywords
Identifying Your Themes
Using Google’s Keyword Tool
Filtering Data
Sorting Results
Downloading and Importing Results
Estimating Search Traffic and Cost
Analyzing Web Sites with the Google Keyword Tool
Researching Negative Keywords
Other Options for Keyword Research
Competitive Research
Web Analytics
Google Insights for Search
Generate Permutations
Match Type Settings
Selecting Keywords
Refining Your Keyword List Over Time
Search Query Report
Google Analytics Data
The Opportunities Tab in AdWords
Keyword Opportunities in AdWords Editor
Summary
Chapter 7: Creating Ads and Landing Pages
Google’s Editorial Guidelines
Legal Considerations
Writing Compelling Ad Text
Call to Action
Features and Benefits
Discounts
Create a Sense of Urgency
Informative Ads
Pose a Question
Testimonials
Official-Looking Ads
Reflect the Search Query
The Display URL
The Destination URL
Ad Extensions
Product Listing Ads
Ad Preview Tool
Checking Your Ad Status
Test, Then Test Some More
Creating a Landing Page
Relevance
Building Trust
What is Your Message?
Think “Convert”
Instant Preview
Testing Landing Pages
Summary
Chapter 8: The Display Network
Understanding the Display Network
Targeting Your Audience
Remarketing
Contextual Targeting
Managed Placements
Topic Targeting
Interest Categories (Behavioral)
The Display Conversion Optimizer
Targeting Options Summary
Bidding Options
Display Ad Creative
Ad Types
AdWords for Video
The How-To
Display Ad Builder
Creating Video Ads
Content Ads Diagnostic Tool
Success on the Display Network
Tracking and Optimizing on the Display Network
The Placements Report
Excluding Placements by Site or Category
Unseen Impression Filter
Frequency Capping
Relative CTR
Summary
Chapter 9: Mobile Advertising with AdWords
Trends in the Mobile Ad Environment
The Growth of Mobile
Google’s Mobile Ad Offerings
Ranking Factors: Proximity and Page Optimization
Mobile App Extensions
Custom Search Ads in Mobile Apps
Click-to-Download
Click-to-Call
Hyperlocal Search Ads
Circulars
Understanding the Mobile Consumer
The Macro Level
The Micro Level
The Mobile Campaign Checklist
Understanding the Mobile Environment
Finding the Right Keywords for Mobile
Using the Keyword Tool for Mobile Keyword Analysis
Creating a Mobile Campaign
WAP Mobile Marketing
Creating Mobile Friendly Landing Pages
Mobile First and Mobile Last
Mobile Markup Languages Before HTML5
HTML5
Mobile Web Development
Progressive Enhancement
Responsive Web Design
Mobile Analytics
Tracking Technology for Mobile
Summary
Chapter 10: Account Management and Optimization
Optimizing Search Campaigns
Budget
Impression Share
Quality Score Management
Keywords and Click-Through Rate
Ad Optimization
Landing Page Optimization (or Conversion Optimization)
Segmentation
Filtering
Bid Management
Optimizing Bids Based on Conversion Goals
Revenue-per-click Data
Bid Adjustments with the Ad Scheduling
Bid Adjustments with AdWords Editor
Other Bid Considerations
Rule Automation
Opportunities and Analyzing Competition
AdWords Campaign Experiments
The How-To
Generating Reports
Comparing Data
Managing Multiple Accounts in My Client Center
What You Can Do in My Client Center
Summary
Chapter 11: Google Analytics and Actionable Data
Murder, She Wrote
Google Analytics Basics
Discrepancies Between AdWords and GA Statistics
Finding AdWords Data in GA
Date Range
Profiles
Segments
The Dashboard
Standard Reports
Motion Charts
The Keyword Position Report
Custom Reports
PivotTable Reports in Google Analytics
Flow Visualization Reports
The Visitors Flow Report
The Goals Flow Report
Multi-Channel Funnels
Channel Groupings
Multi-Channel Funnel Report Settings
The Overview Report
The Assisted Conversions Report
The Top Conversion Paths Report
The Time Lag Report
The Path Length Report
Creating Custom Channel Groupings
Summary
Chapter 12: Testing with Website Optimizer
The A/B Test
Setting Up an A/B Test
Managing your Experiment: The Settings Page
Reporting (and the Winner is…)
GWO and Google Analytics
Multivariate Testing
A Short Case Study
Summary
Index
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