Table of Contents......Page 7
Foreword......Page 11
Preface......Page 15
Conventions Used in This Book......Page 18
Safariยฎ Books Online......Page 19
Acknowledgments......Page 20
Introduction to Google AdWords......Page 21
Where Ads Can Appear......Page 22
Googleโs Networks......Page 23
Creating a Google Account......Page 25
Creating an AdWords Account......Page 28
Managing Account Access......Page 30
Setting Up Your First Campaign......Page 31
How AdWords Accounts Are Organized......Page 33
Why Structure Matters......Page 34
Your Organization Strategy......Page 36
Service Providers......Page 37
Ecommerce......Page 39
Pitfall 2: Competing, Nonduplicate Keywords......Page 41
Pitfall 3: Budget Hogs......Page 42
Interface Overview......Page 43
Setting a Time Frame......Page 44
The Tree View......Page 46
Roll-Up Tabs......Page 47
How to Segment Data......Page 49
How to Find Things in Your Account......Page 50
Language Targeting......Page 53
Location Targeting......Page 55
Advanced Location Options......Page 59
Networks and Devices......Page 61
Bidding and Budget......Page 65
Delivery Method......Page 66
Schedule: Start Date, End Date, Ad Scheduling......Page 67
Ad Delivery: Ad Rotation, Frequency Capping......Page 69
Demographic Bidding......Page 70
Social Settings......Page 71
Experiment......Page 73
How the AdWords Auction Works......Page 75
Why Does Quality Matter?......Page 77
How Is Quality Score Calculated?......Page 78
Where to Find Quality Score......Page 79
How to Improve Quality Score......Page 83
How Keywords Fit Into the AdWords Auction......Page 85
Organizing Keywords......Page 87
Broad Match......Page 88
Broad Match Modifier......Page 89
Phrase Match......Page 90
Negative Keywords......Page 91
Negative Exact-Matched Keywords......Page 92
Keyword Rules and Editorial Guidelines......Page 93
How to Manage Keywords......Page 94
Editing with Google Spreadsheets......Page 97
Managing Negative Keywords......Page 98
How to Use the โSee Search Termsโ Report......Page 100
Using Google Insights for Search......Page 105
Ad Text Requirements......Page 109
AdWords Ad Policies......Page 113
How to Create and Edit Ads......Page 116
How to Write Powerful Ads......Page 119
How to Use Dynamic Keyword Insertion......Page 121
Ad Extensions......Page 125
Location Extensions......Page 127
Location Extensions versus AdWords Express (Formerly Known as Boost)......Page 129
Product Extensions......Page 132
Product Extensions versus Product Listing Ads......Page 134
Sitelinks......Page 135
Call Extensions......Page 137
Intro to the GDN......Page 141
The Networks Tab......Page 142
The Topics Tab......Page 143
The Audiences Tab......Page 144
Top 10 GDN Tips......Page 146
Image and Flash Ads......Page 149
Mobile Ads......Page 152
Manual Maximum CPC bidding......Page 157
Enhanced CPC Bidding......Page 158
CPM Bidding......Page 159
Conversion Optimizer......Page 162
AdWords Discounter and Smart Pricing......Page 163
How to Decide What to Bid......Page 164
Understanding Billing Options......Page 166
Applying Promotional Credits......Page 167
Click Fraud......Page 169
Conversion Tracking......Page 171
Conversion Tracking......Page 174
Search Funnels......Page 177
Google Analytics......Page 179
Glossary......Page 183
