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Brad Geddes – Advanced Google Adwords (3rd Edition)

Brad Geddes – Advanced Google AdWords – 3rd Edition
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Advanced Google AdWords, 3rd Edition
Brad Geddes
ISBN: 978-1-118-81956-2
696 pages
May 2014…


The ultimate guide to Google AdWords is fully updated for its third edition

This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The book provides insight into AdWords’ functionality and advanced features, explaining how they work and providing tips, tactics, and hands-on tutorials, which readers can immediately use on their own PPC campaigns.

The third edition features more than 50 pages of new material and has been completely revised to cover all the changes to Google’s system, including changes to the campaign structure, bid modifiers, new quality score analysis techniques, and the latest ad extension updates. Expert author Brad Geddes gives advanced insight, direction, and strategies for every aspect of using AdWords to create and manage a successful pay-per-click marketing campaign, and also shows you the best tools and techniques for keyword research, including negative keywords. In addition you’ll:

  • Discover how to craft winning ad copy, and explore advanced PPC campaign optimization techniques, including how to optimize for a good quality score
  • Explore the intricacies of the Display Network and learn how to interpret reports
  • Learn how to use the AdWords Editor to create thousands of keywords and ad copy configurations
  • Understand advanced bidding strategies, and how to best organize and manage an AdWords account
  • Learn how to best test everything from landing pages to ad copy

    The book concludes with detailed chapters on understanding, interpreting, and acting upon the detailed AdWords reports so you can confidently make decisions to positively impact your campaigns. Advanced Google AdWords is detailed, in-depth, and full of insights, techniques, tips, tactics, and fascinating real-world case studies, making it the ultimate step-by-step guide for developing advanced AdWords expertise.

    Table of Contents

    Foreword xxxi
    Introduction xxxiii
    Chapter 1 Understanding Search Theory 1
    The Origins of Google AdWords  2
    Google Enters the Arena 5
    Google AdWords Select Revolutionizes PPC 6
    The Psychology of Search  7
    Turning Concepts into Words 8
    Understanding Search Results 10
    The Purpose of Ad Copy 11
    Landing Pages Lead to New Customers 12
    Advertising Is Not Advertising When It Is Information 14
    Goal Alignment: Google vs You vs the Searcher 15
    Best Practices for Applying Search Theory 17
    Chapter 2 Performing Keyword Research 19
    Understanding the Buying Funnel 20
    Examining the Buying Funnel Phases 21
    How Do Consumers Flow Through Your Buying Funnel? 22
    Understanding Keywords  23
    Types of Commercial Keywords 24
    Finding Keyword Ideas 26
    How Many Keywords Should You Have in Your Account? 29
    Creating Keyword Lists 31
    Using Long-Tail Keywords 33
    Wide vs Deep Keywords 35
    Discerning Keyword Match Types  36
    Broad Match 37
    Modified Broad Match 38
    When Should You Use Broad Match? 40
    Phrase Match 40
    Exact Match 42
    Variation Match 43
    Which Match Type Is Best? 44
    Using Negative Match 46
    Implementing Negative Keywords 46
    Negative Broad Match 49
    Negative Phrase Match 50
    Negative Exact Match 51
    Putting Negative and Positive Keywords Together 52
    Researching Negative Keywords 53
    Using Advanced Organizational Techniques 55
    Adding Multiple Match Types to the Same Ad Group 55
    Restricting Match Types by Ad Group 56
    Restricting Match Types by Campaign 56
    Taking Control of Your Ad Display  57
    Best Practices for Conducting Keyword Research 58
    Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59
    AdWords Keyword Planner  60
    Generating Keyword Ideas 61
    Advanced Options and Filters 65
    Ad Group and Keyword Ideas 69
    Traffic Estimates 76
    AdWords Keyword Planner vs Third-Party Keyword Tools 82
    Google Trends 83
    What Services Should You Offer? 85
    Determining Your Messaging 87
    Determining Consumer Interest 88
    Bing Ads Intelligence 89
    Best Practices for Using Keyword Tools  90
    Chapter 4 Writing Compelling Ads 93
    Do Your Ads Reflect the Search Query? 94
    Writing Effective Ads  96
    Calls to Action 97
    Touching the Emotional Core 98
    Following Google’s Editorial Guidelines 99
    Character Lengths 99
    Editorial Requirements 100
    Developing Unique Selling Propositions  102
    Distinguishing Features and Benefits 103
    Benefits, Features, and the Buying Funnel 104
    When to Use a Feature vs a Benefit 105
    Employing Themes That Get Clicks  106
    Utilizing Numbers in Ads 107
    How Strong Is Your Call to Action? 110
    Writing Informational Ad Copy 111
    Utilizing Negative Ad Copy 114
    Do Not Forget the Display URL 114
    Controlling Your Mobile Ads  116
    Spicing Up Your Ads with Ad Extensions 118
    Sitelink Extensions 118
    Call Extensions 125
    Additional Extensions 127
    Limited Betas for New Extensions 129
    Showcasing Your Products with PLAs  129
    Following the Law: Trademarks  131
    Trademark Exceptions 134
    The Quest for the Holy Grail of Advertising  135
    Best Practices for Writing Compelling Ads 136
    Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139
    Does Your Landing Page Answer the Searcher’s Question?  140
    Everything about Destination URLs 142
    Using Destination URLs for Tracking 144
    Complying with Destination URL Editorial Policies 151
    Choosing Landing Pages That Increase Conversion Rates  152
    Choosing Landing Pages Based on the Type of Query 153
    Differentiating Local Business Queries 157
    Using Segmentation Pages 159
    Using Forms as Landing Pages 160
    Thanking Your Customers 162
    Crafting Perfect Landing Pages 164
    Employing Usability, Trust, and Web Technology 164
    Using Web Technology to Implement Usability and User Security 165
    Psychological Factors That Increase Conversion Rates 173
    Your Website’s Usability Goals 180
    Best Practices for Landing Pages 181
    Chapter 6 Learning Advanced Optimization Techniques 183
    Optimizing for Traffic 184
    Exploring Strategies to Show Your Ads More Often 184
    Taking Advantage of Dynamic Keyword Insertion 190
    Increasing Page Views 194
    Optimizing for Conversions  198
    Writing Ad Copy That Sells 199
    Creating Landing Pages That Increase Conversions 200
    Making Additional Conversions to Increase Your Profits 210
    Best Practices for Advanced Optimization Techniques 213
    Chapter 7 Demystifying Quality Score 215
    What Is Quality Score? 216
    How Quality Score Affects Ad Rank 218
    Quality Score Factors for Search 221
    Viewing Your Quality Score 225
    Landing Page Quality: Making Your Pages Relevant  228
    Spiderability 228
    Relevance 229
    Transparency 230
    Navigation 230
    Estimating Your First Page Bid 231
    Understanding the Display Network Quality Score  233
    Quality Score for Managed Placements 234
    Diagnosing Your Quality Scores 235
    Ignoring Quality Score 240
    Increasing Quality Scores  243
    Creating Highly Relevant Ad Groups 244
    Ad Testing to Increase Quality Scores 246
    Landing Page Fixes 248
    What to Do if Your Quality Score Drops 249
    Quality Score FAQs 251
    Best Practices for Optimizing Quality Scores 254
    Chapter 8 Beyond Text: Employing Image, Video, and Mobile Ads 257
    Beyond the Desktop: Creating Mobile Ads 258
    Reaching Smartphone Users 258
    Smartphone Extensions 261
    Reaching Other Mobile Users: WAP Mobile Ads 262
    Ad Preview and Diagnosis Tool 264
    Beyond Static Text: Creating Rich Media Ads  266
    Creating Effective Image Ads 266
    Developing Profitable Video Ads 272
    AdWords Ad Gallery 275
    Best Practices for Employing Image, Video, and Mobile Ads 278
    Chapter 9 Understanding the Display Network 279
    What Is the Display Network?  280
    Advantages of the Display Network 281
    Display Targeting Methods 282
    Automatic vs Managed Placements 283
    Creating Search- and Display-Only Campaigns 284
    Managing Ad Group Targeting 285
    Creating a Successful Display Network Campaign 286
    Creating Keyword-Based Display Ad Groups 287
    Display Network Topic Targeting 292
    Targeting Ads Based on a User’s Interest 296
    Placement Targeting: Choose the Actual Sites Where Your Ads Are Displayed 298
    Blocking Your Ads from Being Shown across the Display Network 305
    Determining Negative Display Keywords 309
    Smart Pricing: Measure Success with Cost per Conversion  310
    Choosing CPM or CPC Bidding 312
    Using the Display Planner Tool 314
    Best Practices for the Display Network 320
    Chapter 10 Utilizing Advanced Display Network Techniques 323
    Remarketing: Bringing Visitors Back to Your Site  324
    Define an Audience 324
    Place the script on Your Site 328
    Create a Remarketing Ad Group 330
    The 100 Cookie Rule 332
    Remarketing Strategies 332
    Don’t Creep Out Your Customers 340
    Flexible Targeting: Mixing and Matching Every Display Targeting Option 341
    Flexible Targeting Options 342
    Bid Modifiers for Display 344
    Flexible Bidding Examples 345
    Optimizing Your Display Campaigns  351
    Organizing Your Display Campaigns 353
    Creating Scenarios to Understand and Reach Your Target Audience 357
    Writing Effective Display Ads 359
    Best Practices for Advanced Display Network Advertising 361
    Chapter 11 Utilizing Advanced Geographic Targeting Techniques 363
    What Is Geographic Targeting? 364
    The Technology behind Location Targeting 364
    How Accurate Is Location Targeting? 366
    Reaching Users in Specific Locations  369
    Finding Locations to Target 370
    Radius Targeting 374
    Location Groups and Bid Modifiers 375
    Advanced Location Targeting Options 376
    Location Targeting Considerations 378
    Targeting Multiple Countries 378
    Reaching Users in an Area Smaller than a Country 380
    Treating Locals and Nonlocals Differently in Your Ad Copy 385
    Automatically Inserting Your Address into the Ad Copy 387
    A Case Study into Local Belief Systems 390
    Viewing Geographic Results 391
    Geographic Performance Reports 393
    Best Practices for Geographic Targeting 396
    Chapter 12 Saving Time and Scaling Accounts with AdWords Editor 399
    AdWords Editor Overview  400
    Choosing Your Viewpoint 400
    Viewing Your Account in AdWords Editor 404
    Scaling Your Account  408
    Importing Keywords 409
    Creating Thousands of Keywords and Ad Groups 411
    Easily Creating Thousands of Ads 414
    Optimizing Display with AdWords Editor  420
    Best Practices for Using AdWords Editor  421
    Chapter 13 Devising Profitable Bid Strategies 423
    Setting Your Marketing Goals  424
    Measuring Results with Google’s Conversion-Tracking Code 425
    AdWords Conversion-Tracking Code 426
    Google Analytics Tracking 430
    Accessing Valuable Conversion Data in AdWords Reports 432
    Tracking Phone Calls 434
    Exploring AdWords Bidding Options 435
    Focus on Clicks, Option 1 435
    Focus on Clicks, Option 2 435
    Enhanced CPC 436
    Conversion Optimizer 437
    Focus on Impressions 443
    Flexible Bidding 443
    Profitable Bidding Strategies  448
    ROAS vs Profit 449
    Revenue per Click 450
    Taking Margins into Account 453
    How Can Publishers Determine Revenue per Click? 455
    Tracking Long Sales Cycles with Conversion Funnels 457
    Calculating Your Max CPC  460
    Setting Bids Based on ROAS 460
    Bidding for Exposure 461
    Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More 464
    Location Bid Modifiers 467
    Ad Scheduling: Automatically Changing Bids by Time Periods 471
    Finding Conversion Information by Time frames 473
    Examples of Ad Scheduling Success 476
    Creating Time-Sensitive Offers 479
    Device Modifiers 480
    Understanding Attribution Management  481
    Examining AdWords Reports to Make ROAS
    Bid Decisions 484
    Best Practices for Utilizing Profitable Bid Strategies 487
    Chapter 14 Organizing Accounts Successfully 489
    What Is an AdWords Account? 490
    What Are the Limits of an AdWords Account? 490
    Managing Multiple Accounts the Easy Way 491
    Becoming a Google Partner 494
    Developing a Successful Campaign Structure 496
    Reasons to Create New Campaigns 496
    Structuring Campaigns to Achieve Business Goals 497
    Organizing an Ad Group to Increase CTR and Conversion Rates 513
    Ad Group Organization for Mobile Bid Modifiers 515
    Best Practices for Account Organization Strategies  516
    Chapter 15 Implementing Testing Techniques That Will Increase Profits 519
    Testing Is Essential to Increasing Profits 520
    Testing Ad Copy to Increase Conversions 520
    Ad Copy Messages You Should Test 521
    Ad Copy Themes to Spark Your Creativity 521
    Test Discounts Instead of Prices 522
    Creating the Ad Copy Test 525
    General Guidelines for Statistical Significance 527
    Measuring the Results of Your Ad Test 529
    Multi-Ad Group Testing 532
    Testing Mobile Ads 534
    Testing Landing Pages to Increase Conversions  535
    Testing Where to Send Traffic 536
    Landing Page Testing Factors 541
    Making Ads and Landing Pages Work Together 547
    Essential Items to Test First 553
    Creating a Landing Page Test 553
    Testing Profit per Click and Profit per Impression  556
    AdWords Campaign Experiments 559
    Best Practices for Testing Techniques That Will Increase Profits  561
    Chapter 16 AdWords Reports: Extracting Actionable Information 563
    Choosing General AdWords Report Settings  564
    Customizing the Interface 564
    Downloading Your Data 568
    Using Reports to Optimize Your Account  571
    Campaign Reports 571
    Ad Group Performance Report 573
    Ad Performance Report 573
    Keyword Report 576
    Display Network Reports 579
    Dimensions Reports 581
    Creating Custom alerts 585
    Best Practices for Using AdWords Reports 587
    Chapter 17 Step by Step: Creating and Monitoring Your AdWords Account 589
    Before You Create Your Account  590
    Creating Campaigns  592
    Creating Search Campaigns 593
    Creating Display-Targeted Campaigns 597
    Creating Managed Placements Campaigns 598
    Other Campaign Types 600
    Optimizing Ongoing Campaigns 601
    Optimizing Search Campaigns 601
    Managing Maximize Clicks Campaigns 605
    Optimizing Display Campaigns 606
    Optimizing Managed Placements Campaigns 608
    Optimizing CPM Campaigns 609
    Optimizing Other Campaign Types 611
    Creating an Optimization Schedule 612
    Best Practices for Creating and Managing Your AdWords Account 615
    Glossary 619
    Index 627

    Author Information

    AdWords expert Brad Geddes is an Internet marketing consultant and the first and only Advanced AdWords Seminar leader that Google selected to conduct seminars for top businesses. He has advised companies such as Amazon, Red Lobster, Encyclopedia Britannica, and other Fortune 500 companies.

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