Title Details

Introduction xxi

Chapter 1 Understanding Search Theory 1

The Origins of Google AdWords 2

The Psychology of Search 7

Goal Alignment: Google vs. You vs. the Searcher 15

Best Practices for Applying Search Theory 17

Chapter 2 Keyword Research 19

Understanding the Buying Funnel 20

Understanding Keywords 23

Discerning Keyword Match Types 36

Using Negative Keywords 45

Advanced Organizational Techniques 52

Taking Control of Your Ad Display 54

Best Practices for Conducting Keyword Research 55

Chapter 3 Keyword Tools: Extracting Valuable Data from Google 57

AdWords Keyword Tool 58

Traffic Estimator 72

Google Trends 74

Google Insights for Search 76

Microsoft Advertising Intelligence 81

Best Practices for Using Keyword Tools 82

Chapter 4 Writing Compelling Ads 85

Do Your Ads Reflect the Search Query? 86

Writing Effective Ads 88

Following Google's Editorial Guidelines 91

Developing Unique Selling Propositions 93

Distinguishing Features and Benefits 94

Employing Themes That Get Clicks 98

Spicing Up Your Ads with Ad Extensions 108

Following the Law: Trademarks 113

The Quest for the Holy Grail of Advertising 116

Best Practices for Writing Compelling Ads 118

Chapter 5 Landing Pages That Convert Searchers into Buyers 119

Does Your Landing Page Answer the Searcher's Question? 120

Everything about Destination URLs 122

Choosing Landing Pages That Increase Conversion Rates 131

Employing Usability, Trust, and Web Technology 142

Best Practices for Landing Pages 158

Chapter 6 Advanced Optimization Techniques 161

Optimizing for Traffic 162

Optimizing for Conversions 174

Best Practices for Advanced Optimization Techniques 188

Chapter 7 Demystifying Quality Score 191

What Is Quality Score? 192

Viewing Your Quality Score 199

Landing Page Quality: Making Your Pages Relevant 202

Estimating Your First Page Bid 205

Understanding the Display Network Quality Score 207

Creating Highly Relevant Ad Groups 209

What to Do if Your Quality Score Drops 212

Quality Score FAQs 218

Best Practices for Optimizing Quality Scores 220

Chapter 8 Beyond Text: Image, Video, and Mobile Ads 223

Beyond the Desktop: Creating Mobile Ads 224

Beyond Static Text: Creating Rich Media Ads 231

Using Google's Display Ad Builder 239

Best Practices for Employing Image, Video, and Mobile Ads 243

Chapter 9 Understanding the Display Network 245

What Is the Display Network? 246

Creating a Successful Display Network Campaign 249

Smart Pricing: Measure Success with Cost Per Conversion 257

Learning How the Display Network Is Performing for You 259

Managed Placements: Choosing Which Display

Sites Show Your Ads 265

Best Practices for the Display Network 273

Chapter 10 Advanced Display Network Techniques 275

Enhancing Your Display Campaigns 276

Setting Different Bids by Demographics 287

Remarketing 292

Topic and Interest Targeting 305

Creating Scenarios to Understand and Reach Your Target Audience 308

Write Effective Display Ads 310

DoubleClick Ad Planner: Free Access to Expensive Data 312

Best Practices for Advanced Display Network Usage 319

Chapter 11 Advanced Geographic Targeting 321

What Is Geographic Targeting? 322

Reaching Users in Specific Locations 326

Location Targeting Considerations 333

Treating Locals and Nonlocals Differently in Your Ad Copy 340

Viewing Geographic Results 346

Geographic Performance Reports 348

Best Practices for Geographic Targeting 350

Chapter 12 Save Time and Scale Accounts with the AdWords Editor 353

AdWords Editor Overview 354

How to Scale Your Account 362

Optimizing Display with the AdWords Editor 373

Best Practices for Using the AdWords Editor 374

Chapter 13 Profitable Bid Strategies 377

Setting Your Marketing Goals 378

Measuring Results with Google's Conversion Tracking Code 379

Exploring AdWords Bidding Options 386

Profitable Bidding Strategies 390

Calculating Your Max CPC 401

Ad Scheduling: Automatically Changing Bids by Time Periods 406

Understanding Attribution Management 416

Examining AdWords Reports to Make ROAS Bid Decisions 418

Best Practices for Utilizing Profitable Bid Strategies 421

Chapter 14 Successful Account Organization Strategies 423

What Is an AdWords Account? 424

Developing a Successful Campaign Structure 429

Organizing an Ad Group to Increase CTR and Conversion Rates 445

Best Practices for Account Organization Strategies 446

Chapter 15 Testing Techniques That Will Increase Profits 449

Testing Is Essential to Increasing Profits 450

Testing Ad Copy to Increase Conversions 450

Ad Copy Themes to Spark Your Creativity 451

Testing Landing Pages to Increase Conversions 462

Testing Profit per Click and Profit per Impression 484

AdWords Campaign Experiments 486

Best Practices for Testing Techniques That Will Increase Profits 489

Chapter 16 AdWords Reports: Extracting Actionable Information 491

Choosing General AdWords Report Settings 492

Using Reports to Optimize Your Account 497

Custom Alerts 509

Best Practices for Using AdWords Reports 511

Chapter 17 Step by Step: Create and Monitor Your AdWords Account 513

Before You Create Your Account 514

Creating Campaigns 516

Optimizing Ongoing Campaigns 524

Best Practices for Creating and Managing Your AdWords Account 539

Glossary 541

Index 547