Sams Teach Yourself Google AdWords in 10 Minutes

235 Pages·2010·12.36 MB·English

by  Bud E. Smith

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Bud E. Smith
SamsTeachYourself
Google AdWords™
in 10 Minutes
800 East 96th Street,Indianapolis,Indiana 46240
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Sams Teach Yourself Google AdWords™in 10 Minutes Associate
Copyright © 2011 by Pearson Education,Inc. Publisher
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ISBN-13: 978-0-672-33545-7 Managing
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First Printing January 2011
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Contents at a Glance
Introduction 1
1 Getting More Business with AdWords 7
2 Creating an AdWords Account 21
3 Creating Your First AdWords Campaign 37
4 Identifying Your Target Markets for AdWords 53
5 Setting Up a New Campaign 65
6 Deciding Where to Show Your Ads 77
7 Setting Your Bidding,Budget,and Delivery Options 91
8 Adding Extensions 105
9 Using Advanced Settings 119
10 Writing Great Ads 129
11 Finding Your Keywords 143
12 Choosing Placements and Bids 153
13 Managing Your Ad Group 161
14 Updating Your Campaign 175
15 Using Opportunities and Improving Landing Pages 185
16 Using Additional Reports and Tools 195
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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
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vi Sams Teach Yourself Google AdWords in 10 Minutes
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
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Contents vii
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
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viii Sams Teach Yourself Google AdWords in 10 Minutes
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
Index 205
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About the Author
Bud Smithhas written more than a dozen books about computer hard-
ware and software, with more than a million copies sold. Bud’s recent
books include SamsTeach Yourself Google Places in 10 Minutesand
SamsTeach Yourself iPad in 10 Minutes. He also is the author of the
upcomingUsing the Apple iPad, published by Que. Other books by Bud
provide extensive coverage of Google, most recently including How to
Do Everything Nexus One,Google Business Solutions All-In-One for
Dummies, andGoogle Voice for Dummies.
Bud started out as a technical writer and journalist, and then moved into
marketing and product management for technology companies. He
worked at Apple Computer as a senior product manager, at Google
competitor AltaVista as a group product manager, and at GPS navigation
company Navman as a global product manager.
Bud holds a Bachelor of Arts degree in information systems management
from the University of San Francisco and Master of Science degree in
information systems from the London School of Economics. He currently
lives in the San Francisco Bay Area, participating in environmental causes
when he’s not working on one of his many technology-related projects.
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