Advanced Google AdWords

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 (CertifiedKnowledge.org) and writes a column for Search Engine Land . He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, Afri-Tech, and many others.

Foreword xix Introduction xxi Chapter 1 Understanding Search Theory 1 The Origins of Google AdWords 2 The Psychology of Search 7 Goal Alignment: Google vs. You vs. the Searcher 15 Best Practices for Applying Search Theory 17 Chapter 2 Keyword Research 19 Understanding the Buying Funnel 20 Understanding Keywords 23 Discerning Keyword Match Types 36 Using Negative Keywords 45 Advanced Organizational Techniques 52 Taking Control of Your Ad Display 54 Best Practices for Conducting Keyword Research 55 Chapter 3 Keyword Tools: Extracting Valuable Data from Google 57 AdWords Keyword Tool 58 Traffic Estimator 72 Google Trends 74 Google Insights for Search 76 Microsoft Advertising Intelligence 81 Best Practices for Using Keyword Tools 82 Chapter 4 Writing Compelling Ads 85 Do Your Ads Reflect the Search Query? 86 Writing Effective Ads 88 Following Google's Editorial Guidelines 91 Developing Unique Selling Propositions 93 Distinguishing Features and Benefits 94 Employing Themes That Get Clicks 98 Spicing Up Your Ads with Ad Extensions 108 Following the Law: Trademarks 113 The Quest for the Holy Grail of Advertising 116 Best Practices for Writing Compelling Ads 118 Chapter 5 Landing Pages That Convert Searchers into Buyers 119 Does Your Landing Page Answer the Searcher's Question? 120 Everything about Destination URLs 122 Choosing Landing Pages That Increase Conversion Rates 131 Employing Usability, Trust, and Web Technology 142 Best Practices for Landing Pages 158 Chapter 6 Advanced Optimization Techniques 161 Optimizing for Traffic 162 Optimizing for Conversions 174 Best Practices for Advanced Optimization Techniques 188 Chapter 7 Demystifying Quality Score 191 What Is Quality Score? 192 Viewing Your Quality Score 199 Landing Page Quality: Making Your Pages Relevant 202 Estimating Your First Page Bid 205 Understanding the Display Network Quality Score 207 Creating Highly Relevant Ad Groups 209 What to Do if Your Quality Score Drops 212 Quality Score FAQs 218 Best Practices for Optimizing Quality Scores 220 Chapter 8 Beyond Text: Image, Video, and Mobile Ads 223 Beyond the Desktop: Creating Mobile Ads 224 Beyond Static Text: Creating Rich Media Ads 231 Using Google's Display Ad Builder 239 Best Practices for Employing Image, Video, and Mobile Ads 243 Chapter 9 Understanding the Display Network 245 What Is the Display Network? 246 Creating a Successful Display Network Campaign 249 Smart Pricing: Measure Success with Cost Per Conversion 257 Learning How the Display Network Is Performing for You 259 Managed Placements: Choosing Which Display Sites Show Your Ads 265 Best Practices for the Display Network 273 Chapter 10 Advanced Display Network Techniques 275 Enhancing Your Display Campaigns 276 Setting Different Bids by Demographics 287 Remarketing 292 Topic and Interest Targeting 305 Creating Scenarios to Understand and Reach Your Target Audience 308 Write Effective Display Ads 310 DoubleClick Ad Planner: Free Access to Expensive Data 312 Best Practices for Advanced Display Network Usage 319 Chapter 11 Advanced Geographic Targeting 321 What Is Geographic Targeting? 322 Reaching Users in Specific Locations 326 Location Targeting Considerations 333 Treating Locals and Nonlocals Differently in Your Ad Copy 340 Viewing Geographic Results 346 Geographic Performance Reports 348 Best Practices for Geographic Targeting 350 Chapter 12 Save Time and Scale Accounts with the AdWords Editor 353 AdWords Editor Overview 354 How to Scale Your Account 362 Optimizing Display with the AdWords Editor 373 Best Practices for Using the AdWords Editor 374 Chapter 13 Profitable Bid Strategies 377 Setting Your Marketing Goals 378 Measuring Results with Google's Conversion Tracking Code 379 Exploring AdWords Bidding Options 386 Profitable Bidding Strategies 390 Calculating Your Max CPC 401 Ad Scheduling: Automatically Changing Bids by Time Periods 406 Understanding Attribution Management 416 Examining AdWords Reports to Make ROAS Bid Decisions 418 Best Practices for Utilizing Profitable Bid Strategies 421 Chapter 14 Successful Account Organization Strategies 423 What Is an AdWords Account? 424 Developing a Successful Campaign Structure 429 Organizing an Ad Group to Increase CTR and Conversion Rates 445 Best Practices for Account Organization Strategies 446 Chapter 15 Testing Techniques That Will Increase Profits 449 Testing Is Essential to Increasing Profits 450 Testing Ad Copy to Increase Conversions 450 Ad Copy Themes to Spark Your Creativity 451 Testing Landing Pages to Increase Conversions 462 Testing Profit per Click and Profit per Impression 484 AdWords Campaign Experiments 486 Best Practices for Testing Techniques That Will Increase Profits 489 Chapter 16 AdWords Reports: Extracting Actionable Information 491 Choosing General AdWords Report Settings 492 Using Reports to Optimize Your Account 497 Custom Alerts 509 Best Practices for Using AdWords Reports 511 Chapter 17 Step by Step: Create and Monitor Your AdWords Account 513 Before You Create Your Account 514 Creating Campaigns 516 Optimizing Ongoing Campaigns 524 Best Practices for Creating and Managing Your AdWords Account 539 Glossary 541 Index 547