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Advertising on Google : the High Performance Cookbook.
This book contains practical recipes on everything from creating an Adwords account, reporting, analyzing, bidding effectively to remarketing. The book is a guide to getting hands-on experience in Adwords strategies. It is extensively focussed on helping you build an Adwords account, which appeals t...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Packt Publishing,
2013.
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| Colección: | Enterprise : professional expertise distilled.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Copyright; Credits; About the Author; About the Reviewers; www.PacktPub.com; Table of Contents; Preface; Chapter 1: Researching the Market, Competition, and Setting Goals; Introduction; Focusing on relevance; Identifying your competitors using Google search results; Using third-party tools to research competitors; Analyzing budgets and bids to determine market saturation; Setting advertising goals; Predicting if AdWords will be profitable and calculating potential returns; Chapter 2: Setting up Your Account; Introduction; Creating an AdWords account.
- Determining the right billing option for your needsInviting other users to access your account; Changing user access level or removing users; Enabling auto tagging at the account level; Changing your notification settings; Chapter 3: Tracking Beyond the Click; Introduction; Linking AdWords to Google Analytics; Creating a conversion goal in AdWords to track leads or sales; Importing goals from Google Analytics into AdWords; Verifying that conversion tracking is working; Analyzing how long it takes to convert customers; Analyzing assist clicks and impressions.
- Analyzing AdWords data in Google AnalyticsAnalyzing time on site data and bounce rates; Chapter 4: Structuring Your Account; Introduction; Planning account structure; Common ways to structure campaigns; Deciding where to show your ads; Device targeting options; Choosing which locations to target; Excluding locations from seeing your ads; Selecting target languages; Creating themed ad groups; Renaming campaigns and ad groups; Chapter 5: Creating Relevant Keywords; Introduction; Using keyword matching options effectively; Finding relevant keywords.
- Analyzing competitor keywords from spyfu.com and similar toolsGenerating negative keywords; Identifying keyword duplicates; Multiplying keyword phrases; Changing broad keywords to broad match modifier; Adding new keywords to an existing ad group; Editing, pausing, or deleting keywords; Chapter 6: Writing Compelling Ads; Introduction; Researching competitors' ads; Setting campaign ad rotation; Creating effective ads; Choosing landing pages; Implementing dynamic keyword insertion in ads; Avoiding common ad copy mistakes; Split testing ad copy; Editing your ad text; Pausing or deleting ads.
- Chapter 7: Budgets and BiddingIntroduction; Setting and adjusting campaign budgets; Evaluating your current budget and potential impact of budget changes; Setting and adjusting ad group level bids; Setting and adjusting keyword level bids; Enabling enhanced bidding; Enabling Conversion Optimizer; Adjusting CPA bids; Setting separate bids for calls; Predicting impact of bid changes using the bid simulator; Modifying mobile bids; Adjusting location bids; Adjusting bids based on day of the week and time of day; Chapter 8: Running Display Ads; Introduction.