Advanced Google AdWords

Front Cover
John Wiley & Sons, Apr 6, 2010 - Computers - 420 pages

Master Google AdWords and get more out of your campaigns

What's the secret to making every pay-per-click of your Google AdWords really pay? This must-have guide-written by a Google Advanced AdWords seminar instructor-shows you exactly how to apply advanced techniques and tactics for better results. Discover the best tools for keyword research, tips on crafting winning ad copy, advanced PPC optimization tricks, winning bidding strategies, and much more. If you manage AdWords PPC accounts, you won't want to miss this expert, detailed instruction.

  • Covers the essential and advanced capabilities of Google AdWords
  • Explores keyword research, PPC optimization strategies, the intricacies of Content Nation, how to interpret results and reports, and much more
  • Provides busy marketers, consultants, PR professionals, Web developers, and others with an invaluable, step-by-step guide of advanced concepts
  • Goes well beyond the basics and offers tips and tactics that you can immediately apply to your own campaigns
  • Reinforces concepts through fascinating, real-world case studies
  • Includes a $25 Google Adwords Gift Card for new customers

If you've been seeking a practical, expert book on Google AdWords, one that goes well beyond the basics, Advanced Google AdWords is it!

 

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Contents

Understanding Search Theory
2
Chapter
6
Turning Concepts into Words
8
Google vs You vs the Searcher
15
Understanding Keywords
23
How Many Keywords Should You Have in Your Account?
29
Discerning Keyword Match Types
36
Using Negative Keywords
42
Demystifying Quality Score
175
Viewing Your Quality Score
183
Understanding the Content Network Quality Score
190
Increasing Your Quality Scores
197
Chapter 11
216
Chapter 13
236
Chapter 16
453
Create and Monitor Your AdWords Account
473

Taking Control of Your Ad Display
48
xviii
51
xxii
65
Chapter 15
84
Advanced Optimization Techniques
147
Increasing Page Views
156
Making Additional Conversions to Increase Your Profits
169
Creating Content Campaigns
479
Managing Budget Optimizer Campaigns
487
Creating an Optimization Schedule
493
Glossary
498
Index
498
Copyright

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About the author (2010)

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (bgTheory.com) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, ad:tech, and many others.

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