Table Of Content

a quick start guide to google aDWoRDs i New Tools for Business THIS PAGE IS INTENTIONALLY LEFT BLANK ii a quick start guide to google aDWoRDs How to get your product to the top of google and reach your customers Mark Harnett iii New Tools for Business Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2010 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of repro- graphic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road 525 South 4th Street, #241 4737/23 Ansari Road London N1 9JN Philadelphia PA 19147 Daryaganj United Kingdom USA New Delhi 110002 www.koganpage.com India © Mark Harnett, 2010 The right of Mark Harnett to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 6003 7 E-ISBN 978 0 7494 6004 4 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Harnett, Mark. A quick start guide to Google AdWords : get your product to the top of Google and reach your customers / Mark Harnett. p. cm. ISBN 978-0-7494-6003-7 — ISBN 978-0-7494-6004-4 1. Google AdWords. 2. Internet marketing. I. Title. HF5415.1265.H374 2010 659.14′4—dc22 2010016131 Typeset by Graphicraft Limited, Hong Kong Printed and bound in India by Replika Press Pvt Ltd iv Contents Introduction 1 1 The quick start 3 Setting up your AdWords account 7 Creating your website 9 Writing and budgeting for your AdWords 12 2 The secret power of words 19 Knowing your customers 24 The basics of website design: an overview 25 3 Google and the secret need 37 How Google ranks pages 41 Google’s next big idea 43 The more effective the ad, the less it costs 46 4 The secret behind pay-per-click advertising 51 Making the right people click on your ad 55 Making sure your website turns searchers into purchasers 57 Paying the right amount for your clicks 70 5 Secrets of successful online ads 77 Reaching customers who are ready to buy 81 Expanding your list of keywords 83 Maintaining the quality of your ad 86 v CONTENTS 6 Secrets of creating a great campaign 91 Developing a campaign 94 Managing your data 99 Appendix 105 vi IntRoDUCtIon Using Google AdWords is as easy as writing a small advertisement on a postcard to put in your local newsagents window. The only difference is that while the postcard will only be read by the people who visit the newsagent, the advertisement you write and put online can be read by millions of people all over the world. With the newsagent you use sticky tape to place the postcard on the window. With Google AdWords you choose a word to describe what you are selling. If it is the same word that someone who wants to buy from you is using in their search for the product, then they will find your advertisement. This book is packed with stories of people who are running successful businesses using Google AdWords to bring customers to their websites. Choose a story that is similar to your business and copy what they did. It’s easy! 1 THIS PAGE IS INTENTIONALLY LEFT BLANK 2 C HapteR 1 t He qUICK staRt I n the next few pages you are going to learn how to: ●● S et up your A dWords Account. ●● C reate a web page ready for your buyers to visit, which will have: — a domain name; — a web host; — y our design. ●● K eep your expenditure within control by using the B udget optimizer key. ●● W rite an Ad and understand how to choose a K eyword. ●● W rite more ads using the C reate Another Ad variation. ●● R un the Keyword selector tool so you know which are popular keywords. ●● U nderstand the C ontrol panel so that you can see how your Ad is performing. 3