Advanced Google AdWords

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.

Autorentext

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.

Zusammenfassung
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.

Inhalt

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 Tracki...