Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top

2012 | Book

SEM and the Google Ecosystem Read chapter Read first chapter

The Definitive Guide to Google AdWords

Create Versatile and Powerful Marketing and Advertising Campaigns

Authors: Bart Weller, Lori Calcott

Publisher: Apress

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

Login to get access
insite
SEARCH

About this book

There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and advertising power.

Everything related to the platforms are covered in detail—account setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more. Learn to take full advantage of all of the marketing options available through AdWords, including:

Geo-targeting, distribution, and placement of ads Advanced account management and budget strategies Keywords, metrics, and ROI management Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer Mobile marketing implementations and strategies Working with the various APIs available for developers

With The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue.

Table of Contents

Frontmatter
Chapter 1. SEM and the Google Ecosystem
Abstract
This chapter provides an overview of Internet marketing technology, and more specifically what payper-click and search engine marketing are all about. Since you have this book in hand, you probably already have at least some knowledge—and perhaps some experience—in this area, but it never hurts to step back and review the subject from a high-level perspective. Internet marketing is still a rapidly evolving field in terms of the technology and its application. As with all technologies, it has developed its own culture and vocabulary.
Bart Weller, Lori Calcott
Chapter 2. AdWords in Depth
Abstract
Google AdWords is complex, but at least the rules are the same whether you are a small local business or a Fortune 500 company. In this chapter, we will highlight the more important aspects of the AdWords system so you can gain an overview into the world of AdWords. We will start with an explanation of the basic terminology so you have a reference moving forward. We will then explain how cost is determined on the Search and Display Networks and how the auction process works. Lastly, we will review the basic structure of an AdWords account.
Bart Weller, Lori Calcott
Chapter 3. Marketing with AdWords
Abstract
In the last chapter, we introduced you to the world of AdWords and suggested some rules for playing the game. In this chapter, we will discuss how AdWords can work as an effective marketing tool. We will also discuss the importance of goals to measure the success of your AdWords marketing efforts. AdWords campaigns require continuous improvement (to adopt the phrase of W. Edwards Deming1), but improvement requires the ability to track results and gauge success.
Bart Weller, Lori Calcott
Chapter 4. Getting Started with AdWords
Abstract
In this chapter, we will outline the process of creating an AdWords account so that you can get started on the initial account creation process. We will explain the process from a higher level and highlight where else in this book you can look for more information. We will also cover the basics of the AdWords Editor and the AdWords interface. Lastly, we will discuss the pluses and minuses of using AdWords Express. The best way to understand AdWords is to simply dig in, so it’s time to get your hands dirty.
Bart Weller, Lori Calcott
Chapter 5. Local Advertising and Location Targeting
Abstract
The ability to target your customers is one of the great benefits of pay-per-click marketing. In this chapter, we cover how to set your campaigns to target specific locations, whether at the ZIP code, city, state, national, or international levels. We also discuss language settings, location-based ad text, and interpreting geographic data.
Bart Weller, Lori Calcott
Chapter 6. Keyword Strategy
Abstract
Keywords are the linchpin of all PPC marketing. They are the starting point of the process connecting the user’s interest and intent to your ad campaign. Everything hinges on the set of keywords you choose. If a keyword that could materially improve your campaign is not in your account, then your campaign won’t be hitting on all cylinders. The keywords you choose for your campaign will determine the quantity and quality of your visitors. In this chapter, we will discuss how to find the right keywords at the right time for the right audience.
Bart Weller, Lori Calcott
Chapter 7. Creating Ads and Landing Pages
Abstract
Selecting the best keywords for your campaign is only the first step. Getting users to click your ad and convert are the essential next steps. Finding the right message that attracts the attention of your audience is an important piece of a successful campaign, as is addressing your audience’s questions and needs with well-crafted landing pages.
Bart Weller, Lori Calcott
Chapter 8. The Display Network
Abstract
We first introduced the Google Display Network (GDN) in Chapter 1 when we outlined the Google Network. AdWords provides the ability to advertise on the Display Network, but ads on this network reach a different audience and the network’s inner workings are very different from those of the Search Network. Because of these considerations, we have focused on the Search Network up to this point. This chapter covers the Display Network.
Bart Weller, Lori Calcott
Chapter 9. Mobile Advertising with AdWords
Abstract
If you don’t yet have a mobile campaign going and haven’t been following the action in this arena, we hope this chapter will grab your attention. The subject could easily fill a book in itself, so there’s no way to do it justice in one chapter. To leave the subject untouched in a book on Google AdWords, however, would leave a large blind spot. If you’re just getting started with AdWords, adding a mobile campaign immediately might be premature; but given the trends—which we will explore shortly—you should consider keeping it near the top of your To Do List. This chapter presents a brief overview of mobile advertising in the context of Google’s fast changing mobile ad formats and technologies.
Bart Weller, Lori Calcott
Chapter 10. Account Management and Optimization
Abstract
Once you have your accounts up and running, the next step is to create a routine and process for maintaining your account on a daily, weekly, and monthly basis to ensure you’re meeting your goals and seeing a positive ROI. AdWords is definitely not a set-it-and-forget program. Getting everything up and running is only the first step.
Bart Weller, Lori Calcott
Chapter 11. Google Analytics and Actionable Data
Abstract
If we were to describe the culture at Google in a single phrase, “data driven” might come to mind. “Evidence based” might be another way of saying it, but in Google’s engineering culture, this amounts to the same thing: data. If you don’t have the data, you don’t have the picture.
Bart Weller, Lori Calcott
Chapter 12. Testing with Website Optimizer
Abstract
In this chapter, we will talk about one of Google’s premium AdWords tools: the Google Website Optimizer (GWO). It’s used to set up and manage tests of the performance of your landing pages, as well as to manage and view the data resulting from these tests. GWO offers two kinds of tests: A/B tests (sometimes called split tests or bucket tests), and multivariate tests. The ultimate goal of testing your landing pages is, of course, to improve your conversion rates, and the Website Optimizer tool can help you do this.
Bart Weller, Lori Calcott
Backmatter
Metadata
Title
The Definitive Guide to Google AdWords
Authors
Bart Weller
Lori Calcott
Copyright Year
2012
Publisher
Apress
Electronic ISBN
978-1-4302-4015-0
Print ISBN
978-1-4302-4014-3
DOI
https://doi.org/10.1007/978-1-4302-4015-0