9780071496568

Winning Results with Google AdWords, Second Edition

by
  • ISBN13:

    9780071496568

  • ISBN10:

    0071496564

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 2008-12-29
  • Publisher: McGraw-Hill Education
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Summary

Run a Profitable Google AdWords CampaignReach millions of targeted new customers at the precise moment they're looking for the products and services you're selling with help from this hands-on guide. Winning Results with Google AdWords, Second Edition reveals the latest strategies for writing successful ads, selecting and grouping specific keywords, increasing conversion rates, and maximizing online sales. You'll also learn how to expand your ad distribution, test and tweak your ads, track results, and much more. Find out how boost visibility and increase profits with a Google AdWords campaign! Create strategic groups of ads and keywords Understand Google's Quality Score ad ranking system and quality-based bidding Use the keyword tool to your advantage Develop a successful bidding strategy Write, test, and refine winning ads Filter out inappropriate prospects Expand proven ad campaigns Measure success using Google Analytics and other methods Increase conversion rates

Author Biography

Andrew Goodman is principal of Page Zero Media, a marketing agency which focuses on maximizing clients' paid search marketing campaigns. He is the author of the first edition of this book.

Table of Contents

Foreword
Acknowledgments
Introduction
The Paid Search Opportunity
How Big Is This Market? The Rapid Rise of Paid Search
A #21 Billion Aferthought: How Google Entered the Advertising Market
How to Play the AdWords Game
First Principles for Reaching Customers Through AdWords
Setting Up Ad Groups
How Google Ranks Ads: Quality-Based Bidding
Big-Picture Planning and Making the Case to the Boss
Intermediate-Level Strategies
Keyword Selection and Bidding: Tapping into Powerful AdWords Features
Writing Winning Ads
Expanding Your Ad Distribution: Opportunities and Pitfalls
Winning the AdWords Game: Advanced Issues
Measuring Success: A "What's Changed" Report
Increasing Online Conversion Rates
Online Targeting 1995-2015: Fast Start, Exciting Future
Index
Table of Contents provided by Publisher. All Rights Reserved.

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