Goodman, A, (2009) Winning Results with Google AdWords, Second Edition, McGraw-Hill Education
Run a Profitable Google AdWords Campaign
Reach millions of targeted new customers at the precise moment they’re looking for the products and services you’re selling with help from this hands-on guide. Winning Results with Google AdWords, Second Edition reveals the latest strategies for writing successful ads, selecting and grouping specific keywords, increasing conversion rates, and maximizing online sales. You’ll also learn how to expand your ad distribution, test and tweak your ads, track results, and much more. Find out how boost visibility and increase profits with a Google AdWords campaign!
- Create strategic groups of ads and keywords
- Understand Google’s Quality Score ad ranking system and quality-based bidding
- Use the keyword tool to your advantage
- Develop a successful bidding strategy
- Write, test, and refine winning ads
- Filter out inappropriate prospects
- Expand proven ad campaigns
- Measure success using Google Analytics and other methods
- Increase conversion rates
Table of Contents
Introduction
Part I: The Paid Search Opportunity
Chapter 1. How Big Is This Market? The Rapid Rise of Paid Search
Chapter 2. A #21 Billion Aferthought: How Google Entered the Advertising Market
Part II: How to Play the AdWords Game
Chapter 3. First Principles for Reaching Customers Through AdWords
Chapter 4. Setting Up Ad Groups
Chapter 5. How Google Ranks Ads: Quality-Based Bidding
Chapter 6. Big-Picture Planning and Making the Case to the Boss
Part III: Intermediate-Level Strategies
Chapter 7. Keyword Selection and Bidding: Tapping into Powerful AdWords Features
Chapter 8. Writing Winning Ads
Chapter 9. Expanding Your Ad Distribution: Opportunities and Pitfalls
Part IV: Winning the AdWords Game: Advanced Issues
Chapter 10. Measuring Success: A “What’s Changed” Report
Chapter 11. Increasing Online Conversion Rates
Chapter 12. Online Targeting 1995-2015: Fast Start, Exciting Future
Smith, B.E. (2011) Sams Teach Yourself Google AdWords in 10 Minutes, Sams Publishing
Sams Teach Yourself Google AdWords in 10 Minutes gives you straightforward, practical answers when you need fast results. By working through its 10-minute lessons, you’ll learn everything you need to use Google AdWords to find more customers, sell more of your products and services, and earn higher profits at lower cost!
Tips point out shortcuts and solutions
Cautions help you avoid common pitfalls
Notes provide additional information
Plain English definitions explain new terms
10 minutes is all you need to learn how to…
- Identify goals, target markets, and demographics
- Create your AdWords account and publish your first test ads
- Write great ads and continually improve your copy
- Schedule ads for the right times of day, days of the week, holidays, and seasons
- Master AdWords’ tools for managing accounts, bids, keywords, and ads
- Choose, fine-tune, and optimize keywords
- Use AdWords to complement organic search engine optimization (SEO) campaigns
- Use geotargeting and other advanced techniques
- Profit from AdWords’ suggestions–and know when to ignore them
- Utilize AdWords reporting to improve your ads’ profitability
- Control spending, manage cash flow, and reduce costs without impacting results
- Troubleshoot your AdWords campaigns
Table of Contents
Introduction 1
About This Book 3
Who This Book Is For 4
What Do I Need to Use This Book? 5
Conventions Used in This Book 5
Screen Captures 6
1 Getting More Business with AdWords 7
Identifying AdWords Ads 7
How AdWords Works for Users 12
How AdWords Works for Sellers 13
Finer Points of AdWords for Sellers 15
Search Engine Optimization and AdWords 18
Summary 20
2 Creating an AdWords Account 21
Using a Google Account 21
Creating a Business Google Account 24
Signing Up for Your Gmail and Google Account 27
Signing Up for Your AdWords Account 30
Summary 35
3 Creating Your First AdWords Campaign 37
Getting Started Fast 37
Choosing Campaign Settings 39
Creating an Ad and Keywords 44
Setting Up Billing 48
Summary 52
4 Identifying Your Target Markets for AdWords 53
Starting with a Success 53
How Do You Make Money? 55
How Do Customers Buy from You? 58
Identifying Your Type of Business 60
Choosing an Initial Campaign 61
Summary 64
5 Setting Up a New Campaign 65
Starting with Your Campaign Type 65
Choosing Networks and Devices 70
Setting the Campaign Type and Related Options 73
Summary 76
6 Deciding Where to Show Your Ads 77
Understanding Why Geo-Targeting Works 77
Using AdWords for Geo-Targeting 81
Using AdWords for Language Targeting 88
Summary 90
7 Setting Your Bidding, Budget, and Delivery Options 91
Understanding Keyword Bids and Winning Ads 91
Using Basic Bidding Options 94
Using Advanced Bidding Options 97
Setting a Daily Budget (Versus Monthly Spending) 99
Setting Position Preference and Delivery Method 100
Setting Options for Bidding, Budget, and Delivery 102
Summary 104
8 Adding Extensions 105
Understanding Ad Extensions 105
Using the Location Extension 108
Using the Product Extension 109
Using Ad Sitelinks 111
Using Phone Extensions 113
Setting Ad Extensions 115
Summary 117
9 Using Advanced Settings 119
Using the Schedule Advanced Setting 119
Using the Ad Delivery Advanced Setting 122
Using the Demographic Bidding Advanced Setting 123
Setting Advanced Settings 125
Summary 127
10 Writing Great Ads 129
Understanding What Ads Do 129
Writing a Great Ad 131
Writing an Ad for a Course 132
Writing an Ad for Online Book Sales 135
Choosing Different Types of Ads 137
Image Ads 137
Display Ads 139
WAP Mobile Ads 140
Creating a Text Ad 140
Summary 142
11 Finding Your Keywords 143
Tying Keywords to What You Sell 143
Using Different Types of Keywords 146
Keywords and Ad Text 148
Entering Keywords and Key Phrases 149
Summary 152
12 Choosing Placements and Bids 153
Choosing Placements 153
Entering Default Bids 157
Summary 160
13 Managing Your Ad Group 161
Understanding the Ad Group Screen 161
Monitoring and Changing Your Account 164
Analyzing Keyword Success 169
Summary 174
14 Updating Your Campaign 175
Creating and Understanding Reports 175
Setting the Date Range for Reporting 176
Specifying Keywords, Segments, and Filters 178
Specifying Graph Options 180
Managing Ads and Alerts 182
Summary 184
15 Using Opportunities and Improving Landing Pages 185
Taking Advantage of AdWords’ Opportunities 185
Improving Your Landing Pages 189
Summary 194
16 Using Additional Reports and Tools 195
Using Additional Reports 195
Checking Your Account’s Change History 196
Using Google Tools 203
Summary 204
Geddes, Brad (2014) Advanced Google AdWords, Third Edition, Sybex
The ultimate guide to Google AdWords is fully updated for its third editionThis is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The book provides insight into AdWords′ functionality and advanced features, explaining how they work and providing tips, tactics, and hands–on tutorials, which readers can immediately use on their own PPC campaigns.
The third edition features more than 50 pages of new material and has been completely revised to cover all the changes to Google′s system, including changes to the campaign structure, bid modifiers, new quality score analysis techniques, and the latest ad extension updates. Expert author Brad Geddes gives advanced insight, direction, and strategies for every aspect of using AdWords to create and manage a successful pay–per–click marketing campaign, and also shows you the best tools and techniques for keyword research, including negative keywords. In addition you′ll:
- Discover how to craft winning ad copy, and explore advanced PPC campaign optimization techniques, including how to optimize for a good quality score
- Explore the intricacies of the Display Network and learn how to interpret reports
- Learn how to use the AdWords Editor to create thousands of keywords and ad copy configurations
- Understand advanced bidding strategies, and how to best organize and manage an AdWords account
- Learn how to best test everything from landing pages to ad copy
The book concludes with detailed chapters on understanding, interpreting, and acting upon the detailed AdWords reports so you can confidently make decisions to positively impact your campaigns. Advanced Google AdWords is detailed, in–depth, and full of insights, techniques, tips, tactics, and fascinating real–world case studies, making it the ultimate step–by–step guide for developing advanced AdWords expertise.
The most complete guide to Google AdWords, now fully updated
The best–selling AdWords book on the market has been fully updated. Advanced Google AdWords, Third Edition, is the ultimate guide to Google’s dominant ad platform. This book teaches readers how to use techniques employed by Fortune 500 companies in their own advertising campaigns.
Updates to the book include information on Google’s platform, including changes to the campaign structure, bid modifiers, and the latest ad extension updates. Expert author Brad Geddes draws from his personal experience as an Advanced AdWords Seminar leader to show you how you how to implement advanced PPC campaign techniques.
- Master how to craft and test winning ads
- Discover how to easily research keywords and find what match types to use
- Learn how to increase your quality scores to save money
- Use the AdWords Editor to create thousands of keywords and ad copy configurations
- Uncover advanced bidding strategies to make your account more profitable
- Develop successful account organizational strategies
- Learn how to best design and test landing pages
- Spice up your text ads with Ad Extensions
- Learn how to expand your advertising reach with the Google Display Network
- Explore new ways to manage and grow your AdWords account
Table of Contents
Foreword xxxi
Introduction xxxiii
Chapter 1 Understanding Search Theory 1
The Origins of Google AdWords 2
Google Enters the Arena 5
Google AdWords Select Revolutionizes PPC 6
The Psychology of Search 7
Turning Concepts into Words 8
Understanding Search Results 10
The Purpose of Ad Copy 11
Landing Pages Lead to New Customers 12
Advertising Is Not Advertising When It Is Information 14
Goal Alignment: Google vs You vs the Searcher 15
Best Practices for Applying Search Theory 17
Chapter 2 Performing Keyword Research 19
Understanding the Buying Funnel 20
Examining the Buying Funnel Phases 21
How Do Consumers Flow Through Your Buying Funnel? 22
Understanding Keywords 23
Types of Commercial Keywords 24
Finding Keyword Ideas 26
How Many Keywords Should You Have in Your Account? 29
Creating Keyword Lists 31
Using Long–Tail Keywords 33
Wide vs Deep Keywords 35
Discerning Keyword Match Types 36
Broad Match 37
Modified Broad Match 38
When Should You Use Broad Match? 40
Phrase Match 40
Exact Match 42
Variation Match 43
Which Match Type Is Best? 44
Using Negative Match 46
Implementing Negative Keywords 46
Negative Broad Match 49
Negative Phrase Match 50
Negative Exact Match 51
Putting Negative and Positive Keywords Together 52
Researching Negative Keywords 53
Using Advanced Organizational Techniques 55
Adding Multiple Match Types to the Same Ad Group 55
Restricting Match Types by Ad Group 56
Restricting Match Types by Campaign 56
Taking Control of Your Ad Display 57
Best Practices for Conducting Keyword Research 58
Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59
AdWords Keyword Planner 60
Generating Keyword Ideas 61
Advanced Options and Filters 65
Ad Group and Keyword Ideas 69
Traffic Estimates 76
AdWords Keyword Planner vs Third–Party Keyword Tools 82
Google Trends 83
What Services Should You Offer? 85
Determining Your Messaging 87
Determining Consumer Interest 88
Bing Ads Intelligence 89
Best Practices for Using Keyword Tools 90
Chapter 4 Writing Compelling Ads 93
Do Your Ads Reflect the Search Query? 94
Writing Effective Ads 96
Calls to Action 97
Touching the Emotional Core 98
Following Google’s Editorial Guidelines 99
Character Lengths 99
Editorial Requirements 100
Developing Unique Selling Propositions 102
Distinguishing Features and Benefits 103
Benefits, Features, and the Buying Funnel 104
When to Use a Feature vs a Benefit 105
Employing Themes That Get Clicks 106
Utilizing Numbers in Ads 107
How Strong Is Your Call to Action? 110
Writing Informational Ad Copy 111
Utilizing Negative Ad Copy 114
Do Not Forget the Display URL 114
Controlling Your Mobile Ads 116
Spicing Up Your Ads with Ad Extensions 118
Sitelink Extensions 118
Call Extensions 125
Additional Extensions 127
Limited Betas for New Extensions 129
Showcasing Your Products with PLAs 129
Following the Law: Trademarks 131
Trademark Exceptions 134
The Quest for the Holy Grail of Advertising 135
Best Practices for Writing Compelling Ads 136
Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139
Does Your Landing Page Answer the Searcher’s Question? 140
Everything about Destination URLs 142
Using Destination URLs for Tracking 144
Complying with Destination URL Editorial Policies 151
Choosing Landing Pages That Increase Conversion Rates 152
Choosing Landing Pages Based on the Type of Query 153
Differentiating Local Business Queries 157
Using Segmentation Pages 159
Using Forms as Landing Pages 160
Thanking Your Customers 162
Crafting Perfect Landing Pages 164
Employing Usability, Trust, and Web Technology 164
Using Web Technology to Implement Usability and User Security 165
Psychological Factors That Increase Conversion Rates 173
Your Website’s Usability Goals 180
Best Practices for Landing Pages 181
Chapter 6 Learning Advanced Optimization Techniques 183
Optimizing for Traffic 184
Exploring Strategies to Show Your Ads More Often 184
Taking Advantage of Dynamic Keyword Insertion 190
Increasing Page Views 194
Optimizing for Conversions 198
Writing Ad Copy That Sells 199
Creating Landing Pages That Increase Conversions 200
Making Additional Conversions to Increase Your Profits 210
Best Practices for Advanced Optimization Techniques 213
Chapter 7 Demystifying Quality Score 215
What Is Quality Score? 216
How Quality Score Affects Ad Rank 218
Quality Score Factors for Search 221
Viewing Your Quality Score 225
Landing Page Quality: Making Your Pages Relevant 228
Spiderability 228
Relevance 229
Transparency 230
Navigation 230
Estimating Your First Page Bid 231
Understanding the Display Network Quality Score 233
Quality Score for Managed Placements 234
Diagnosing Your Quality Scores 235
Ignoring Quality Score 240
Increasing Quality Scores 243
Creating Highly Relevant Ad Groups 244
Ad Testing to Increase Quality Scores 246
Landing Page Fixes 248
What to Do if Your Quality Score Drops 249
Quality Score FAQs 251
Best Practices for Optimizing Quality Scores 254
Chapter 8 Beyond Text: Employing Image, Video, and Mobile Ads 257
Beyond the Desktop: Creating Mobile Ads 258
Reaching Smartphone Users 258
Smartphone Extensions 261
Reaching Other Mobile Users: WAP Mobile Ads 262
Ad Preview and Diagnosis Tool 264
Beyond Static Text: Creating Rich Media Ads 266
Creating Effective Image Ads 266
Developing Profitable Video Ads 272
AdWords Ad Gallery 275
Best Practices for Employing Image, Video, and Mobile Ads 278
Chapter 9 Understanding the Display Network 279
What Is the Display Network? 280
Advantages of the Display Network 281
Display Targeting Methods 282
Automatic vs Managed Placements 283
Creating Search– and Display–Only Campaigns 284
Managing Ad Group Targeting 285
Creating a Successful Display Network Campaign 286
Creating Keyword–Based Display Ad Groups 287
Display Network Topic Targeting 292
Targeting Ads Based on a User’s Interest 296
Placement Targeting: Choose the Actual Sites Where Your Ads Are Displayed 298
Blocking Your Ads from Being Shown across the Display Network 305
Determining Negative Display Keywords 309
Smart Pricing: Measure Success with Cost per Conversion 310
Choosing CPM or CPC Bidding 312
Using the Display Planner Tool 314
Best Practices for the Display Network 320
Chapter 10 Utilizing Advanced Display Network Techniques 323
Remarketing: Bringing Visitors Back to Your Site 324
Define an Audience 324
Place the Script on Your Site 328
Create a Remarketing Ad Group 330
The 100 Cookie Rule 332
Remarketing Strategies 332
Don’t Creep Out Your Customers 340
Flexible Targeting: Mixing and Matching Every Display Targeting Option 341
Flexible Targeting Options 342
Bid Modifiers for Display 344
Flexible Bidding Examples 345
Optimizing Your Display Campaigns 351
Organizing Your Display Campaigns 353
Creating Scenarios to Understand and Reach Your Target Audience 357
Writing Effective Display Ads 359
Best Practices for Advanced Display Network Advertising 361
Chapter 11 Utilizing Advanced Geographic Targeting Techniques 363
What Is Geographic Targeting? 364
The Technology behind Location Targeting 364
How Accurate Is Location Targeting? 366
Reaching Users in Specific Locations 369
Finding Locations to Target 370
Radius Targeting 374
Location Groups and Bid Modifiers 375
Advanced Location Targeting Options 376
Location Targeting Considerations 378
Targeting Multiple Countries 378
Reaching Users in an Area Smaller than a Country 380
Treating Locals and Nonlocals Differently in Your Ad Copy 385
Automatically Inserting Your Address into the Ad Copy 387
A Case Study into Local Belief Systems 390
Viewing Geographic Results 391
Geographic Performance Reports 393
Best Practices for Geographic Targeting 396
Chapter 12 Saving Time and Scaling Accounts with AdWords Editor 399
AdWords Editor Overview 400
Choosing Your Viewpoint 400
Viewing Your Account in AdWords Editor 404
Scaling Your Account 408
Importing Keywords 409
Creating Thousands of Keywords and Ad Groups 411
Easily Creating Thousands of Ads 414
Optimizing Display with AdWords Editor 420
Best Practices for Using AdWords Editor 421
Chapter 13 Devising Profitable Bid Strategies 423
Setting Your Marketing Goals 424
Measuring Results with Google’s Conversion–Tracking Code 425
AdWords Conversion–Tracking Code 426
Google Analytics Tracking 430
Accessing Valuable Conversion Data in AdWords Reports 432
Tracking Phone Calls 434
Exploring AdWords Bidding Options 435
Focus on Clicks, Option 1 435
Focus on Clicks, Option 2 435
Enhanced CPC 436
Conversion Optimizer 437
Focus on Impressions 443
Flexible Bidding 443
Profitable Bidding Strategies 448
ROAS vs Profit 449
Revenue per Click 450
Taking Margins into Account 453
How Can Publishers Determine Revenue per Click? 455
Tracking Long Sales Cycles with Conversion Funnels 457
Calculating Your Max CPC 460
Setting Bids Based on ROAS 460
Bidding for Exposure 461
Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More 464
Location Bid Modifiers 467
Ad Scheduling: Automatically Changing Bids by Time Periods 471
Finding Conversion Information by Time Frames 473
Examples of Ad Scheduling Success 476
Creating Time–Sensitive Offers 479
Device Modifiers 480
Understanding Attribution Management 481
Examining AdWords Reports to Make ROAS Bid Decisions 484
Best Practices for Utilizing Profitable Bid Strategies 487
Chapter 14 Organizing Accounts Successfully 489
What Is an AdWords Account? 490
What Are the Limits of an AdWords Account? 490
Managing Multiple Accounts the Easy Way 491
Becoming a Google Partner 494
Developing a Successful Campaign Structure 496
Reasons to Create New Campaigns 496
Structuring Campaigns to Achieve Business Goals 497
Organizing an Ad Group to Increase CTR and Conversion Rates 513
Ad Group Organization for Mobile Bid Modifiers 515
Best Practices for Account Organization Strategies 516
Chapter 15 Implementing Testing Techniques That Will Increase Profits 519
Testing Is Essential to Increasing Profits 520
Testing Ad Copy to Increase Conversions 520
Ad Copy Messages You Should Test 521
Ad Copy Themes to Spark Your Creativity 521
Test Discounts Instead of Prices 522
Creating the Ad Copy Test 525
General Guidelines for Statistical Significance 527
Measuring the Results of Your Ad Test 529
Multi–Ad Group Testing 532
Testing Mobile Ads 534
Testing Landing Pages to Increase Conversions 535
Testing Where to Send Traffic 536
Landing Page Testing Factors 541
Making Ads and Landing Pages Work Together 547
Essential Items to Test First 553
Creating a Landing Page Test 553
Testing Profit per Click and Profit per Impression 556
AdWords Campaign Experiments 559
Best Practices for Testing Techniques That Will Increase Profits 561
Chapter 16 AdWords Reports: Extracting Actionable Information 563
Choosing General AdWords Report Settings 564
Customizing the Interface 564
Downloading Your Data 568
Using Reports to Optimize Your Account 571
Campaign Reports 571
Ad Group Performance Report 573
Ad Performance Report 573
Keyword Report 576
Display Network Reports 579
Dimensions Reports 581
Creating Custom Alerts 585
Best Practices for Using AdWords Reports 587
Chapter 17 Step by Step: Creating and Monitoring Your AdWords Account 589
Before You Create Your Account 590
Creating Campaigns 592
Creating Search Campaigns 593
Creating Display–Targeted Campaigns 597
Creating Managed Placements Campaigns 598
Other Campaign Types 600
Optimizing Ongoing Campaigns 601
Optimizing Search Campaigns 601
Managing Maximize Clicks Campaigns 605
Optimizing Display Campaigns 606
Optimizing Managed Placements Campaigns 608
Optimizing CPM Campaigns 609
Optimizing Other Campaign Types 611
Creating an Optimization Schedule 612
Best Practices for Creating and Managing Your AdWords Account 615
Glossary 619
Marshall, P. and Todd, Bryan (2007) Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes, Entrepreneur Press
A newer version of this book is avaulable
Never before in the history of advertising has it been possible to spend five bucks, write a couple of ads and get instant access to more than 100 million people in 10 minutes. But that’s exactly what Google AdWords does. It’s an awesome concept-but you can lose a bundle if you don’t know how it works.
Learn how to:
- Build an AdWords campaign from scratch
- Identify keywords that entice people to click on your ads
- Get the lowest bid prices on your keywords
- Defeat click fraud and other scams
- Use search engine optimization techniques
- Turn clicks into customers
Plus get FREE e-mail updates on Google’s ever-changing system.
Jarrett, C. (2008) Successful Google Adwords Strategies: Strategies Getting Your Site to the First Page of Search Engine Results in Six Easy Steps, HotHive Books