The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns PDF
Preview The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns
The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns Copyright © 2012 by Bart Weller and Lori Calcott This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher's location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. ISBN-13 (pbk): 978-1-43024014-3 ISBN-13 (electronic): 978-1-4302-4015-0 Trademarked names, logos, and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and images only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark. The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. President and Publisher: Paul Manning Lead Editor: Steve Anglin and Tom Welsh Technical Reviewer: Christopher Klein Editorial Board: Steve Anglin, Ewan Buckingham, Gary Cornell, Louise Corrigan, Morgan Ertel, Jonathan Gennick, Jonathan Hassell, Robert Hutchinson, Michelle Lowman, James Markham, Matthew Moodie, Jeff Olson, Jeffrey Pepper, Douglas Pundick, Ben Renow-Clarke, Dominic Shakeshaft, Gwenan Spearing, Matt Wade, Tom Welsh Coordinating Editor: Anita Castro Copy Editor: Mary Behr Compositor: Bytheway Publishing Services Indexer: SPI Global Artist: SPI Global Cover Designer: Anna Ishchenko Distributed to the book trade worldwide by Springer Science+Business Media New York, 233 Spring Street, 6th Floor, New York, NY 10013. Phone 1-800- SPRINGER, fax (201) 348-4505, e-mail [email protected], or visit www.springeronline.com. For information on translations, please e-mail [email protected], or visit www.apress.com. Apress and friends of ED books may be purchased in bulk for academic, corporate, or promotional use. eBook versions and licenses are also available for most titles. For more information, reference our Special Bulk Sales–eBook Licensing web page at www.apress.com/bulk-sales. Any source code or other supplementary materials referenced by the author in this text is available to readers at www.apress.com. For detailed information about how to locate your book's source code, go to www.apress.com/source- code. To Kathie, my wife, best friend, and companion, and our three kids, Frosty, Shaun, and Kirry. And to Mom, who instilled a lifelong love of learning and ideas. –Bart Weller This book is dedicated to all the people who kept the engines going while I tapped away. First, to my husband, Aaron, who spent countless hours in kitchen and changed countless diapers. You are the best teammate a girl could ask for. Thanks to Lindsay who not only made certain our business got off the ground but also kept it afloat at new heights. –Lori Calcott Contents at a Glance Contents About the Author About the Technical Reviewer Acknowledgments Introduction Chapter 1: SEM and the Google Ecosystem Chapter 2: AdWords in Depth Chapter 3: Marketing with AdWords Chapter 4: Getting Started with AdWords Chapter 5: Local Advertising and Location Targeting Chapter 6: Keyword Strategy Chapter 7: Creating Ads and Landing Pages Chapter 8: The Display Network Chapter 9: Mobile Advertising with AdWords Chapter 10: Account Management and Optimization Chapter 11: Google Analytics and Actionable Data Chapter 12: Testing with Website Optimizer Index Contents Contents at a Glance About the Author About the Technical Reviewer Acknowledgments Introduction Who This Book Is For Things Just Keep Changing Conventions Heading Level 1 Heading Level 2 Contacting the Authors Chapter 1: SEM and the Google Ecosystem A Short History of Search Marketing Targeting Internet Marketing Arrives Enter Pay-Per-Click Targeted Marketing on the Internet Find Your Dream Job with AdWords (and $6.00) Search Engine Marketing It’s All about Targeting The Google Ecosystem Thinking in System Terms The Google Network The Google Search Network The Google Display Network The Difference Between AdWords and AdSense Other Google Advertising Properties and Services Summary Chapter 2: AdWords in Depth Understanding the AdWords Lingo Account Structure Campaigns Ad Groups Match Types AdWords Cost The Google Search Network Auction Process Payment on the Search Network The Display Network Auction Process Smart Pricing Invalid Clicks and Click Fraud Summary Chapter 3: Marketing with AdWords Types of Searches Sales Processes and the Zero Moment of Truth PPC and the New Funnel How to Measure Marketing Success AdWords Conversion Tracking Google Analytics Phone Tracking Summary Chapter 4: Getting Started with AdWords AdWords Account Creation Creating Your First Campaign Create Ads and Keywords Enter Billing Information Create Additional Ad Groups and/or Campaigns AdWords Editor The AdWords Interface Date Range Home Screen Navigating the Data Keyword Data Customizing Columns Performance Graphs Segments AdWords Express Summary Chapter 5: Local Advertising and Location Targeting How Google Determines Location Location Settings Excluding Locations Language Settings and Considerations Location and Language Setting in AdWords Editor Creating Campaigns to Target Local Audiences Add Your Address to Your Ads Geographic Performance Data Geographic Data Insights Understanding Where Your Users Are Summary Chapter 6: Keyword Strategy Keyword Basics The Long Tail vs. the Short Tail Types of Keywords Identifying Your Themes Using Google’s Keyword Tool Filtering Data Sorting Results Downloading and Importing Results Estimating Search Traffic and Cost Analyzing Web Sites with the Google Keyword Tool Researching Negative Keywords Other Options for Keyword Research Competitive Research Web Analytics Google Insights for Search Generate Permutations Match Type Settings Selecting Keywords Refining Your Keyword List Over Time Search Query Report Google Analytics Data The Opportunities Tab in AdWords Keyword Opportunities in AdWords Editor Summary Chapter 7: Creating Ads and Landing Pages Google’s Editorial Guidelines Legal Considerations Writing Compelling Ad Text
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