Advanced Google AdWords

1 - Contents [Seite 25]
2 - Foreword [Seite 33]
3 - Introduction [Seite 35]
4 - Chapter 1: Understanding Search Theory [Seite 41]
4.1 - The Origins of Google AdWords [Seite 42]
4.2 - The Psychology of Search [Seite 47]
4.3 - Goal Alignment: Google vs. You vs. the Searcher [Seite 55]
4.4 - Best Practices for Applying Search Theory [Seite 57]
4.5 - Chapter 2: Performing Keyword Research [Seite 59]
4.5.1 - Understanding the Buying Funnel [Seite 60]
4.5.2 - Understanding Keywords [Seite 63]
4.5.3 - Discerning Keyword Match Types [Seite 76]
4.5.4 - Using Negative Match [Seite 86]
4.5.5 - Using Advanced Organizational Techniques [Seite 95]
4.5.6 - Taking Control of Your Ad Display [Seite 97]
4.5.7 - Best Practices for Conducting Keyword Research [Seite 98]
5 - Chapter 3: Keyword Tools: Extracting Valuable Data from Google [Seite 99]
5.1 - AdWords Keyword Planner [Seite 100]
5.2 - Google Trends [Seite 123]
5.3 - Bing Ads Intelligence [Seite 129]
5.4 - Best Practices for Using Keyword Tools [Seite 130]
6 - Chapter 4: Writing Compelling Ads [Seite 133]
6.1 - Do Your Ads Reflect the Search Query? [Seite 134]
6.2 - Writing Effective Ads [Seite 136]
6.3 - Following Google's Editorial Guidelines [Seite 139]
6.4 - Developing Unique Selling Propositions [Seite 142]
6.5 - Distinguishing Features and Benefits [Seite 143]
6.6 - Employing Themes That Get Clicks [Seite 146]
6.7 - Controlling Your Mobile Ads [Seite 156]
6.8 - Spicing Up Your Ads with Ad Extensions [Seite 158]
6.9 - Showcasing Your Products with PLAs [Seite 169]
6.10 - Following the Law: Trademarks [Seite 171]
6.11 - The Quest for the Holy Grail of Advertising [Seite 175]
6.12 - Best Practices for Writing Compelling Ads [Seite 176]
7 - Chapter 5: Creating Landing Pages That Convert Searchers into Buyers [Seite 179]
7.1 - Does Your Landing Page Answer the Searcher's Question? [Seite 180]
7.2 - Everything about Destination URLs [Seite 182]
7.3 - Choosing Landing Pages That Increase Conversion Rates [Seite 192]
7.4 - Employing Usability, Trust, and Web Technology [Seite 204]
7.5 - Best Practices for Landing Pages [Seite 221]
8 - Chapter 6: Learning Advanced Optimization Techniques [Seite 223]
8.1 - Optimizing for Traffic [Seite 224]
8.2 - Optimizing for Conversions [Seite 238]
8.3 - Best Practices for Advanced Optimization Techniques [Seite 253]
9 - Chapter 7: Demystifying Quality Score [Seite 255]
9.1 - What Is Quality Score? [Seite 256]
9.2 - Viewing Your Quality Score [Seite 265]
9.3 - Landing Page Quality: Making Your Pages Relevant [Seite 268]
9.4 - Estimating Your First Page Bid [Seite 271]
9.5 - Understanding the Display Network Quality Score [Seite 273]
9.6 - Diagnosing Your Quality Scores [Seite 275]
9.7 - Increasing Quality Scores [Seite 283]
9.8 - What to Do if Your Quality Score Drops [Seite 289]
9.9 - Quality Score FAQs [Seite 291]
9.10 - Best Practices for Optimizing Quality Scores [Seite 294]
10 - Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads [Seite 297]
10.1 - Beyond the Desktop: Creating Mobile Ads [Seite 298]
10.2 - Beyond Static Text: Creating Rich Media Ads [Seite 306]
10.3 - AdWords Ad Gallery [Seite 315]
10.4 - Best Practices for Employing Image, Video, and Mobile Ads [Seite 318]
11 - Chapter 9: Understanding the Display Network [Seite 319]
11.1 - What Is the Display Network? [Seite 320]
11.2 - Creating a Successful Display Network Campaign [Seite 326]
11.3 - Blocking Your Ads from Being Shown across the Display Network [Seite 345]
11.4 - Smart Pricing: Measure Success with Cost per Conversion [Seite 350]
11.5 - Using the Display Planner Tool [Seite 354]
11.6 - Best Practices for the Display Network [Seite 360]
12 - Chapter 10: Utilizing Advanced Display Network Techniques [Seite 363]
12.1 - Remarketing: Bringing Visitors Back to Your Site [Seite 364]
12.2 - Flexible Targeting: Mixing and Matching Every Display Targeting Option [Seite 381]
12.3 - Optimizing Your Display Campaigns [Seite 391]
12.4 - Creating Scenarios to Understand and Reach Your Target Audience [Seite 397]
12.5 - Writing Effective Display Ads [Seite 399]
12.6 - Best Practices for Advanced Display Network Advertising [Seite 401]
13 - Chapter 11: Utilizing Advanced Geographic Targeting Techniques [Seite 403]
13.1 - What Is Geographic Targeting? [Seite 404]
13.2 - Reaching Users in Specific Locations [Seite 409]
13.3 - Location Targeting Considerations [Seite 418]
13.4 - Treating Locals and Nonlocals Differently in Your Ad Copy [Seite 425]
13.5 - Viewing Geographic Results [Seite 431]
13.6 - Geographic Performance Reports [Seite 433]
13.7 - Best Practices for Geographic Targeting [Seite 436]
14 - Chapter 12: Saving Time and Scaling Accounts with AdWords Editor [Seite 439]
14.1 - AdWords Editor Overview [Seite 440]
14.2 - Scaling Your Account [Seite 448]
14.3 - Optimizing Display with AdWords Editor [Seite 460]
14.4 - Best Practices for Using AdWords Editor [Seite 461]
15 - Chapter 13: Devising Profitable Bid Strategies [Seite 463]
15.1 - Setting Your Marketing Goals [Seite 464]
15.2 - Measuring Results with Google's Conversion-Tracking Code [Seite 465]
15.3 - Exploring AdWords Bidding Options [Seite 475]
15.4 - Profitable Bidding Strategies [Seite 488]
15.5 - Calculating Your Max CPC [Seite 500]
15.6 - Bid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More [Seite 504]
15.7 - Understanding Attribution Management [Seite 521]
15.8 - Examining AdWords Reports to Make ROAS Bid Decisions [Seite 524]
15.9 - Best Practices for Utilizing Profitable Bid Strategies [Seite 527]
16 - Chapter 14: Organizing Accounts Successfully [Seite 529]
16.1 - What Is an AdWords Account? [Seite 530]
16.2 - Developing a Successful Campaign Structure [Seite 536]
16.3 - Organizing an Ad Group to Increase CTR and Conversion Rates [Seite 553]
16.4 - Best Practices for Account Organization Strategies [Seite 556]
17 - Chapter 15: Implementing Testing Techniques That Will Increase Profits [Seite 559]
17.1 - Testing Is Essential to Increasing Profits [Seite 560]
17.2 - Testing Ad Copy to Increase Conversions [Seite 560]
17.3 - Ad Copy Themes to Spark Your Creativity [Seite 561]
17.4 - Testing Landing Pages to Increase Conversions [Seite 575]
17.5 - Testing Profit per Click and Profit per Impression [Seite 596]
17.6 - AdWords Campaign Experiments [Seite 599]
17.7 - Best Practices for Testing Techniques That Will Increase Profits [Seite 602]
18 - Chapter 16: AdWords Reports: Extracting Actionable Information [Seite 603]
18.1 - Choosing General AdWords Report Settings [Seite 604]
18.2 - Using Reports to Optimize Your Account [Seite 611]
18.3 - Creating Custom Alerts [Seite 625]
18.4 - Best Practices for Using AdWords Reports [Seite 627]
19 - Chapter 17: Step by Step: Creating and Monitoring Your AdWords Account [Seite 629]
19.1 - Before You Create Your Account [Seite 630]
19.2 - Creating Campaigns [Seite 632]
19.3 - Optimizing Ongoing Campaigns [Seite 641]
19.4 - Best Practices for Creating and Managing Your AdWords Account [Seite 656]
20 - Glossary [Seite 659]
21 - Index [Seite 669]