Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns. Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you…mehr
Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns. Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge. * Learn the advantages of proper account structure based on tightly knit themes * Understand AdWords auction and the importance of keyword Quality Score * Determine your preferred bidding model and daily ad budget * Evaluate campaign performance by timeframe, keyword, and other criteria * Hone your keyword list whenever search queries trigger your ads * Add negative keywords to filter out irrelevant queries * Outperform competitors and organic search results with targeted ad copy * Determine conversion goals, and use AdWords tools to track themHinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Anastasia Holdren is President of SEM Training, providing training and consulting for Google AdWords advertisers. Stasia is one of two Authorized AdWords Seminar Leaders. Working with Google, she piloted the Seminars for Success program in 2006. Since then, she has trained thousands of advertisers around the world.
Inhaltsangabe
Foreword Preface Terminology Used in This Book Conventions Used in This Book Attribution and Permissions Safari® Books Online How to Contact Us Acknowledgments Chapter 1: Getting Started 1.1 Introduction to Google AdWords 1.2 Where Ads Can Appear 1.3 Creating a Google Account 1.4 Creating an AdWords Account 1.5 Managing Account Access 1.6 Setting Up Your First Campaign Chapter 2: Understanding the Auction 2.1 How the AdWords Auction Works 2.2 What Is Quality Score? 2.3 Why Does Quality Matter? 2.4 How Is Quality Score Calculated? 2.5 Where to Find Quality Score 2.6 How to Improve Quality Score Chapter 3: Account Structure 3.1 How AdWords Accounts Are Organized 3.2 Why Structure Matters 3.3 Your Organization Strategy 3.4 Common Pitfalls Chapter 4: Navigating Your Account 4.1 Interface Overview 4.2 That's the Tour! Chapter 5: Campaign Settings 5.1 Introduction to Campaign Settings 5.2 Locations and Languages 5.3 Networks and Devices 5.4 Bidding and Budget 5.5 Ad Extensions 5.6 Advanced Settings Chapter 6: Keywords 6.1 How Keywords Fit Into the AdWords Auction 6.2 Keyword Match Types 6.3 Negative Keywords 6.4 Keyword Rules and Editorial Guidelines 6.5 How to Manage Keywords 6.6 Keyword Details Reports 6.7 How to Use the Keyword Tool 6.8 Using Google Insights for Search Chapter 7: Writing Ads 7.1 Ad Text Requirements 7.2 AdWords Ad Policies 7.3 How to Create and Edit Ads 7.4 How to Write Powerful Ads 7.5 How to Use Dynamic Keyword Insertion Chapter 8: Making Ads Stand Out 8.1 Ad Extensions 8.2 Location Extensions 8.3 Product Extensions 8.4 Sitelinks 8.5 Call Extensions 8.6 Social Extensions 8.7 Mobile App Extensions Chapter 9: The Google Display Network 9.1 Introduction to the GDN 9.2 The Display Network Tab 9.3 Display Campaigns Tools 9.4 Top 10 GDN Tips Chapter 10: Additional Ad Formats 10.1 Image and Flash Ads 10.2 Video Ads 10.3 Mobile Ads 10.4 Image and Video Tips Chapter 11: Bids, Budgets, and Billing, Oh My 11.1 How Bidding Works 11.2 How to Decide What to Bid 11.3 Understanding Billing Options 11.4 Applying Promotional Credits 11.5 Monthly Invoicing 11.6 Click Fraud Chapter 12: Measuring Success 12.1 What Are Your Goals? 12.2 Conversion Tracking 12.3 Google Analytics Chapter 13: Agency Topics 13.1 Managing AdWords Accounts for Clients 13.2 The My Client Center 13.3 Third Party Policy 13.4 AdWords Editor 13.5 Google Engage 13.6 Google Certification 13.7 And Finally, Good Luck! Glossary
Foreword Preface Terminology Used in This Book Conventions Used in This Book Attribution and Permissions Safari® Books Online How to Contact Us Acknowledgments Chapter 1: Getting Started 1.1 Introduction to Google AdWords 1.2 Where Ads Can Appear 1.3 Creating a Google Account 1.4 Creating an AdWords Account 1.5 Managing Account Access 1.6 Setting Up Your First Campaign Chapter 2: Understanding the Auction 2.1 How the AdWords Auction Works 2.2 What Is Quality Score? 2.3 Why Does Quality Matter? 2.4 How Is Quality Score Calculated? 2.5 Where to Find Quality Score 2.6 How to Improve Quality Score Chapter 3: Account Structure 3.1 How AdWords Accounts Are Organized 3.2 Why Structure Matters 3.3 Your Organization Strategy 3.4 Common Pitfalls Chapter 4: Navigating Your Account 4.1 Interface Overview 4.2 That's the Tour! Chapter 5: Campaign Settings 5.1 Introduction to Campaign Settings 5.2 Locations and Languages 5.3 Networks and Devices 5.4 Bidding and Budget 5.5 Ad Extensions 5.6 Advanced Settings Chapter 6: Keywords 6.1 How Keywords Fit Into the AdWords Auction 6.2 Keyword Match Types 6.3 Negative Keywords 6.4 Keyword Rules and Editorial Guidelines 6.5 How to Manage Keywords 6.6 Keyword Details Reports 6.7 How to Use the Keyword Tool 6.8 Using Google Insights for Search Chapter 7: Writing Ads 7.1 Ad Text Requirements 7.2 AdWords Ad Policies 7.3 How to Create and Edit Ads 7.4 How to Write Powerful Ads 7.5 How to Use Dynamic Keyword Insertion Chapter 8: Making Ads Stand Out 8.1 Ad Extensions 8.2 Location Extensions 8.3 Product Extensions 8.4 Sitelinks 8.5 Call Extensions 8.6 Social Extensions 8.7 Mobile App Extensions Chapter 9: The Google Display Network 9.1 Introduction to the GDN 9.2 The Display Network Tab 9.3 Display Campaigns Tools 9.4 Top 10 GDN Tips Chapter 10: Additional Ad Formats 10.1 Image and Flash Ads 10.2 Video Ads 10.3 Mobile Ads 10.4 Image and Video Tips Chapter 11: Bids, Budgets, and Billing, Oh My 11.1 How Bidding Works 11.2 How to Decide What to Bid 11.3 Understanding Billing Options 11.4 Applying Promotional Credits 11.5 Monthly Invoicing 11.6 Click Fraud Chapter 12: Measuring Success 12.1 What Are Your Goals? 12.2 Conversion Tracking 12.3 Google Analytics Chapter 13: Agency Topics 13.1 Managing AdWords Accounts for Clients 13.2 The My Client Center 13.3 Third Party Policy 13.4 AdWords Editor 13.5 Google Engage 13.6 Google Certification 13.7 And Finally, Good Luck! Glossary
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