Advertising on Google: The High Performance Cookbook电子书

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

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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...

There's 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