Brad Geddes – Advanced Google Adwords (3rd Edition) Brad Geddes – Advanced Google AdWords – 3rd Edition [eBook (PDF)] Category: Net: Pay-Per-Click Advertising This product can only be requested by members. To get this product, you must be a memberBECOME A MEMBER Description Reviews (0) Description Advanced Google AdWords, 3rd EditionBrad GeddesISBN: 978-1-118-81956-2696 pagesMay 2014 http://www.wiley.com/WileyCDA/WileyTitle/productCd-111881956… Description: 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 xxxiIntroduction xxxiiiChapter 1 Understanding Search Theory 1The Origins of Google AdWords 2Google Enters the Arena 5Google AdWords Select Revolutionizes PPC 6The Psychology of Search 7Turning Concepts into Words 8Understanding Search Results 10The Purpose of Ad Copy 11Landing Pages Lead to New Customers 12Advertising Is Not Advertising When It Is Information 14Goal Alignment: Google vs You vs the Searcher 15Best Practices for Applying Search Theory 17Chapter 2 Performing Keyword Research 19Understanding the Buying Funnel 20Examining the Buying Funnel Phases 21How Do Consumers Flow Through Your Buying Funnel? 22Understanding Keywords 23Types of Commercial Keywords 24Finding Keyword Ideas 26How Many Keywords Should You Have in Your Account? 29Creating Keyword Lists 31Using Long-Tail Keywords 33Wide vs Deep Keywords 35Discerning Keyword Match Types 36Broad Match 37Modified Broad Match 38When Should You Use Broad Match? 40Phrase Match 40Exact Match 42Variation Match 43Which Match Type Is Best? 44Using Negative Match 46Implementing Negative Keywords 46Negative Broad Match 49Negative Phrase Match 50Negative Exact Match 51Putting Negative and Positive Keywords Together 52Researching Negative Keywords 53Using Advanced Organizational Techniques 55Adding Multiple Match Types to the Same Ad Group 55Restricting Match Types by Ad Group 56Restricting Match Types by Campaign 56Taking Control of Your Ad Display 57Best Practices for Conducting Keyword Research 58Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59AdWords Keyword Planner 60Generating Keyword Ideas 61Advanced Options and Filters 65Ad Group and Keyword Ideas 69Traffic Estimates 76AdWords Keyword Planner vs Third-Party Keyword Tools 82Google Trends 83What Services Should You Offer? 85Determining Your Messaging 87Determining Consumer Interest 88Bing Ads Intelligence 89Best Practices for Using Keyword Tools 90Chapter 4 Writing Compelling Ads 93Do Your Ads Reflect the Search Query? 94Writing Effective Ads 96Calls to Action 97Touching the Emotional Core 98Following Google’s Editorial Guidelines 99Character Lengths 99Editorial Requirements 100Developing Unique Selling Propositions 102Distinguishing Features and Benefits 103Benefits, Features, and the Buying Funnel 104When to Use a Feature vs a Benefit 105Employing Themes That Get Clicks 106Utilizing Numbers in Ads 107How Strong Is Your Call to Action? 110Writing Informational Ad Copy 111Utilizing Negative Ad Copy 114Do Not Forget the Display URL 114Controlling Your Mobile Ads 116Spicing Up Your Ads with Ad Extensions 118Sitelink Extensions 118Call Extensions 125Additional Extensions 127Limited Betas for New Extensions 129Showcasing Your Products with PLAs 129Following the Law: Trademarks 131Trademark Exceptions 134The Quest for the Holy Grail of Advertising 135Best Practices for Writing Compelling Ads 136Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139Does Your Landing Page Answer the Searcher’s Question? 140Everything about Destination URLs 142Using Destination URLs for Tracking 144Complying with Destination URL Editorial Policies 151Choosing Landing Pages That Increase Conversion Rates 152Choosing Landing Pages Based on the Type of Query 153Differentiating Local Business Queries 157Using Segmentation Pages 159Using Forms as Landing Pages 160Thanking Your Customers 162Crafting Perfect Landing Pages 164Employing Usability, Trust, and Web Technology 164Using Web Technology to Implement Usability and User Security 165Psychological Factors That Increase Conversion Rates 173Your Website’s Usability Goals 180Best Practices for Landing Pages 181Chapter 6 Learning Advanced Optimization Techniques 183Optimizing for Traffic 184Exploring Strategies to Show Your Ads More Often 184Taking Advantage of Dynamic Keyword Insertion 190Increasing Page Views 194Optimizing for Conversions 198Writing Ad Copy That Sells 199Creating Landing Pages That Increase Conversions 200Making Additional Conversions to Increase Your Profits 210Best Practices for Advanced Optimization Techniques 213Chapter 7 Demystifying Quality Score 215What Is Quality Score? 216How Quality Score Affects Ad Rank 218Quality Score Factors for Search 221Viewing Your Quality Score 225Landing Page Quality: Making Your Pages Relevant 228Spiderability 228Relevance 229Transparency 230Navigation 230Estimating Your First Page Bid 231Understanding the Display Network Quality Score 233Quality Score for Managed Placements 234Diagnosing Your Quality Scores 235Ignoring Quality Score 240Increasing Quality Scores 243Creating Highly Relevant Ad Groups 244Ad Testing to Increase Quality Scores 246Landing Page Fixes 248What to Do if Your Quality Score Drops 249Quality Score FAQs 251Best Practices for Optimizing Quality Scores 254Chapter 8 Beyond Text: Employing Image, Video, and Mobile Ads 257Beyond the Desktop: Creating Mobile Ads 258Reaching Smartphone Users 258Smartphone Extensions 261Reaching Other Mobile Users: WAP Mobile Ads 262Ad Preview and Diagnosis Tool 264Beyond Static Text: Creating Rich Media Ads 266Creating Effective Image Ads 266Developing Profitable Video Ads 272AdWords Ad Gallery 275Best Practices for Employing Image, Video, and Mobile Ads 278Chapter 9 Understanding the Display Network 279What Is the Display Network? 280Advantages of the Display Network 281Display Targeting Methods 282Automatic vs Managed Placements 283Creating Search- and Display-Only Campaigns 284Managing Ad Group Targeting 285Creating a Successful Display Network Campaign 286Creating Keyword-Based Display Ad Groups 287Display Network Topic Targeting 292Targeting Ads Based on a User’s Interest 296Placement Targeting: Choose the Actual Sites Where Your Ads Are Displayed 298Blocking Your Ads from Being Shown across the Display Network 305Determining Negative Display Keywords 309Smart Pricing: Measure Success with Cost per Conversion 310Choosing CPM or CPC Bidding 312Using the Display Planner Tool 314Best Practices for the Display Network 320Chapter 10 Utilizing Advanced Display Network Techniques 323Remarketing: Bringing Visitors Back to Your Site 324Define an Audience 324Place the script on Your Site 328Create a Remarketing Ad Group 330The 100 Cookie Rule 332Remarketing Strategies 332Don’t Creep Out Your Customers 340Flexible Targeting: Mixing and Matching Every Display Targeting Option 341Flexible Targeting Options 342Bid Modifiers for Display 344Flexible Bidding Examples 345Optimizing Your Display Campaigns 351Organizing Your Display Campaigns 353Creating Scenarios to Understand and Reach Your Target Audience 357Writing Effective Display Ads 359Best Practices for Advanced Display Network Advertising 361Chapter 11 Utilizing Advanced Geographic Targeting Techniques 363What Is Geographic Targeting? 364The Technology behind Location Targeting 364How Accurate Is Location Targeting? 366Reaching Users in Specific Locations 369Finding Locations to Target 370Radius Targeting 374Location Groups and Bid Modifiers 375Advanced Location Targeting Options 376Location Targeting Considerations 378Targeting Multiple Countries 378Reaching Users in an Area Smaller than a Country 380Treating Locals and Nonlocals Differently in Your Ad Copy 385Automatically Inserting Your Address into the Ad Copy 387A Case Study into Local Belief Systems 390Viewing Geographic Results 391Geographic Performance Reports 393Best Practices for Geographic Targeting 396Chapter 12 Saving Time and Scaling Accounts with AdWords Editor 399AdWords Editor Overview 400Choosing Your Viewpoint 400Viewing Your Account in AdWords Editor 404Scaling Your Account 408Importing Keywords 409Creating Thousands of Keywords and Ad Groups 411Easily Creating Thousands of Ads 414Optimizing Display with AdWords Editor 420Best Practices for Using AdWords Editor 421Chapter 13 Devising Profitable Bid Strategies 423Setting Your Marketing Goals 424Measuring Results with Google’s Conversion-Tracking Code 425AdWords Conversion-Tracking Code 426Google Analytics Tracking 430Accessing Valuable Conversion Data in AdWords Reports 432Tracking Phone Calls 434Exploring AdWords Bidding Options 435Focus on Clicks, Option 1 435Focus on Clicks, Option 2 435Enhanced CPC 436Conversion Optimizer 437Focus on Impressions 443Flexible Bidding 443Profitable Bidding Strategies 448ROAS vs Profit 449Revenue per Click 450Taking Margins into Account 453How Can Publishers Determine Revenue per Click? 455Tracking Long Sales Cycles with Conversion Funnels 457Calculating Your Max CPC 460Setting Bids Based on ROAS 460Bidding for Exposure 461Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More 464Location Bid Modifiers 467Ad Scheduling: Automatically Changing Bids by Time Periods 471Finding Conversion Information by Time frames 473Examples of Ad Scheduling Success 476Creating Time-Sensitive Offers 479Device Modifiers 480Understanding Attribution Management 481Examining AdWords Reports to Make ROASBid Decisions 484Best Practices for Utilizing Profitable Bid Strategies 487Chapter 14 Organizing Accounts Successfully 489What Is an AdWords Account? 490What Are the Limits of an AdWords Account? 490Managing Multiple Accounts the Easy Way 491Becoming a Google Partner 494Developing a Successful Campaign Structure 496Reasons to Create New Campaigns 496Structuring Campaigns to Achieve Business Goals 497Organizing an Ad Group to Increase CTR and Conversion Rates 513Ad Group Organization for Mobile Bid Modifiers 515Best Practices for Account Organization Strategies 516Chapter 15 Implementing Testing Techniques That Will Increase Profits 519Testing Is Essential to Increasing Profits 520Testing Ad Copy to Increase Conversions 520Ad Copy Messages You Should Test 521Ad Copy Themes to Spark Your Creativity 521Test Discounts Instead of Prices 522Creating the Ad Copy Test 525General Guidelines for Statistical Significance 527Measuring the Results of Your Ad Test 529Multi-Ad Group Testing 532Testing Mobile Ads 534Testing Landing Pages to Increase Conversions 535Testing Where to Send Traffic 536Landing Page Testing Factors 541Making Ads and Landing Pages Work Together 547Essential Items to Test First 553Creating a Landing Page Test 553Testing Profit per Click and Profit per Impression 556AdWords Campaign Experiments 559Best Practices for Testing Techniques That Will Increase Profits 561Chapter 16 AdWords Reports: Extracting Actionable Information 563Choosing General AdWords Report Settings 564Customizing the Interface 564Downloading Your Data 568Using Reports to Optimize Your Account 571Campaign Reports 571Ad Group Performance Report 573Ad Performance Report 573Keyword Report 576Display Network Reports 579Dimensions Reports 581Creating Custom alerts 585Best Practices for Using AdWords Reports 587Chapter 17 Step by Step: Creating and Monitoring Your AdWords Account 589Before You Create Your Account 590Creating Campaigns 592Creating Search Campaigns 593Creating Display-Targeted Campaigns 597Creating Managed Placements Campaigns 598Other Campaign Types 600Optimizing Ongoing Campaigns 601Optimizing Search Campaigns 601Managing Maximize Clicks Campaigns 605Optimizing Display Campaigns 606Optimizing Managed Placements Campaigns 608Optimizing CPM Campaigns 609Optimizing Other Campaign Types 611Creating an Optimization Schedule 612Best Practices for Creating and Managing Your AdWords Account 615Glossary 619Index 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. Reviews There are no reviews yet. Be the first to review “Brad Geddes – Advanced Google Adwords (3rd Edition)” Cancel replyYou must be logged in to post a review.