Advanced Google AdWords
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 res...
| Main Author: | |
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| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, N.J. :
Wiley
2010.
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| Edition: | 1st ed |
| Series: | Sybex serious skills
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627975706719 |
Table of Contents:
- Advanced Google AdWords; About the Author; Contents; Foreword; Introduction; Who Should Read This Book; What Is Covered in This Book; The Companion Website; How to Contact the Author; Chapter 1: Understanding Search Theory; The Origins of Google AdWords; The Psychology of Search; Goal Alignment: Google vs. You vs. the Searcher; Best Practices for Applying Search Theory; Chapter 2: Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Keywords; Taking Control of Your Ad Display; Best Practices for Conducting Keyword Research
- Chapter 3: Keyword Tools: Extracting Valuable Data from GoogleAdWords Keyword Tool; Using Google's Search-Based Keyword Tool; Google Sets; Google Trends; Google Insights for Search; Google Labs and Microsoft adCenter Labs; Best Practices for Using Keyword Tools; Chapter 4: Writing Compelling Ads; Do Your Ads Reflect the Search Query?; Writing Effective Ads; Following Google's Editorial Guidelines; Developing Unique Selling Propositions; Distinguishing Features and Benefits; Employing Themes That Get Clicks; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising
- Best Practices for Writing Compelling AdsChapter 5: Landing Pages That Convert Searchers into Buyers; Does Your Landing Page Answer the Searcher's Question?; Everything about Destination URLs; Choosing Landing Pages That Increase Conversion Rates; Employing Usability, Trust, and Web Technology to Increase Your Conversion Rates; Best Practices for Landing Pages; Chapter 6: Advanced Optimization Techniques; Optimizing for Traffic; Optimizing for Conversions; Best Practices for Advanced Optimization Techniques; Chapter 7: Demystifying Quality Score; What Is Quality Score?
- Viewing Your Quality Score Landing Page Quality: Making Your Pages Relevant; Estimating Your First Page Bid; Understanding the Content Network Quality Score; Creating Highly Relevant Ad Groups; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; Using Google's Display Ad Builder; Best Practices for Employing Image, Video, and Mobile Ads; Chapter 9: Understanding the Content Network
- What Is the Content Network?Creating a Successful Content Network Campaign; Smart Pricing: Why Cost per Conversion Is the Best Metric to Measure Success; Learning How the Content Network Is Performing for You; Managing Automatic Placements; Placement Targeting: Choosing Which Content Sites Display Your Ads; Best Practices for the Content Network; Chapter 10: Advanced Content Network Techniques; Enhancing Your Content Campaigns; Setting Different Bids By Demographics; Creating Scenarios to Understand and Reach Your Targeted Audience; How to Write Effective Content Ads
- Google Ad Planner: Free Access to Expensive Data
