Google AdWords
Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google's advertising platform works, focusing on areas that imp...
| Autor principal: | |
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| Otros Autores: | , , |
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Sebastapol, California :
O'Reilly
[2012]
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| Edición: | 1st ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627998306719 |
Tabla de Contenidos:
- Table of Contents; Foreword; Preface; Terminology Used in This Book; Conventions Used in This Book; Attribution and Permissions; Safari® Books Online; How to Contact Us; Acknowledgments; Chapter 1. Getting Started; Introduction to Google AdWords; Where Ads Can Appear; Google's Networks; Creating a Google Account; Creating an AdWords Account; Managing Account Access; Setting Up Your First Campaign; Chapter 2. Understanding the Auction; How the AdWords Auction Works; What Is Quality Score?; Why Does Quality Matter?; How Is Quality Score Calculated?; Where to Find Quality Score
- How to Improve Quality ScoreChapter 3. Account Structure; How AdWords Accounts Are Organized; Why Structure Matters; Your Organization Strategy; Service Providers; Brick and Mortar-Non-Ecommerce; Ecommerce; Common Pitfalls; Pitfall 1: Duplicate Keywords; Pitfall 2: Competing, Non-Duplicate Keywords; Pitfall 3: Budget Hogs; Chapter 4. Navigating Your Account; Interface Overview; Home Tab; Campaigns Tab; The Tree View; The Roll-Up Tabs; Campaigns Roll-Up Tab; Ad Groups Roll-Up Tab; Settings Roll-Up Tab; Ads Roll-Up Tab; Keywords Roll-Up Tab; Dimensions Roll-Up Tab; Display Network Roll-Up Tab
- Ad Extensions Roll-Up TabAutotargets Roll-Up Tab; Opportunities; Ideas; Campaign Bid Simulator; Analyze Competition; Tools and Analysis; Change History; Ad Preview and Diagnosis; Billing; Transaction History; Billing Settings; Billing Profile; My account; Account Access; Notification Settings; Preferences; That's the Tour!; Chapter 5. Campaign Settings; Introduction to Campaign Settings; Locations and Languages; Location Targeting; Advanced Location Options; Languages; Networks and Devices; Bidding and Budget; Delivery Method; Ad Extensions; Advanced Settings
- Schedule: Start Date, End Date, Ad SchedulingAd Delivery: Ad Rotation, Frequency Capping; Demographic; Social Settings; Keyword Matching Options; Automatic Campaign Optimization (Display Network only); Experiment; IP Exclusions; Chapter 6. Keywords; How Keywords Fit Into the AdWords Auction; Organizing Keywords; Keyword Match Types; Broad Match; Broad Match Modifier; Phrase Match; Exact Match; Negative Keywords; Negative Phrase-Matched Keywords; Negative Exact-Matched Keywords; Which Match Types Are Best?; Keyword Rules and Editorial Guidelines; How to Manage Keywords
- Editing with Google SpreadsheetsKeyword Status; Managing Negative Keywords; Keyword Details Reports; How to Use the Keyword Tool; Using Google Insights for Search; Chapter 7. Writing Ads; Ad Text Requirements; AdWords Ad Policies; How to Create and Edit Ads; How to Write Powerful Ads; How to Use Dynamic Keyword Insertion; Chapter 8. Making Ads Stand Out; Ad Extensions; Location Extensions; Location Extensions Versus AdWords Express; Product Extensions; Sitelinks; Call Extensions; Social Extensions; Mobile App Extensions; Chapter 9. The Google Display Network; Introduction to the GDN
- The Display Network Tab
