Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook
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Table of Contents
Sample Chapters
  • Set up your Adwords account and track results beyond the click
  • Create relevant keywords and write compelling ads
  • Learn about reporting, analysis, managing Adwords, and troubleshooting performance
  • Optimize performance for maximum ROI and implement strategies for Remarketing to past visitors
  • Step-by-step format with bite-sized, easy-to-digest, and implementable suggestions

Book Details

Language : English
Paperback : 372 pages [ 235mm x 191mm ]
Release Date : June 2013
ISBN : 1849685843
ISBN 13 : 9781849685849
Author(s) : Kristina Cutura
Topics and Technologies : All Books, Other, Cookbooks, Enterprise

Table of Contents

Chapter 1: Researching the Market and Competition and Setting Goals
Chapter 2: Setting up Your Account
Chapter 3: Tracking beyond the Click
Chapter 4: Structuring Your Account
Chapter 5: Creating Relevant Keywords
Chapter 6: Writing Compelling Ads
Chapter 7: Budgets and Bidding
Chapter 8: Running Display Ads
Chapter 9: Remarketing to Past Visitors
Chapter 10: Reporting and Analysis
Chapter 11: Optimizing Performance
Chapter 12: Advanced Strategies and Features
Chapter 13: Managing AdWords
  • Chapter 1: Researching the Market and Competition and Setting Goals
    • Introduction
    • Focusing on relevance
    • Identifying your competitors using Google search results
    • Using third-party tools to research competitors
    • Analyzing budgets and bids to determine market saturation
    • Setting advertising goals
    • Predicting if AdWords will be profitable and calculating potential returns
    • Chapter 2: Setting up Your Account
      • Introduction
      • Creating an AdWords account
      • Determining the right billing option for your needs
      • Inviting other users to access your account
      • Changing user access levels or removing users
      • Enabling auto-tagging at the account level
      • Changing your notification settings
      • Chapter 3: Tracking beyond the Click
        • Introduction
        • Linking AdWords to Google Analytics
        • Creating a conversion goal in AdWords to track leads or sales
        • Importing goals from Google Analytics into AdWords
        • Verifying that conversion tracking is working
        • Analyzing how long it takes to convert customers
        • Analyzing assist clicks and impressions
        • Analyzing AdWords data in Google Analytics
        • Analyzing time on site data and bounce rates
        • Chapter 4: Structuring Your Account
          • Introduction
          • Planning account structure
          • Common ways to structure campaigns
          • Deciding where to show your ads
          • Device targeting options
          • Choosing which locations to target
          • Excluding locations from seeing your ads
          • Selecting target languages
          • Creating themed ad groups
          • Renaming campaigns and ad groups
          • Chapter 5: Creating Relevant Keywords
            • Introduction
            • Using keyword matching options effectively
            • Finding relevant keywords
            • Analyzing competitor keywords from and similar tools
            • Generating negative keywords
            • Identifying keyword duplicates
            • Multiplying keyword phrases
            • Changing broad keywords to broad match modifiers
            • Adding new keywords to an existing ad group
            • Editing, pausing, or deleting keywords
            • Chapter 6: Writing Compelling Ads
              • Introduction
              • Researching competitors' ads
              • Setting campaign ad rotation
              • Creating effective ads
              • Choosing landing pages
              • Implementing dynamic keyword insertion in ads
              • Avoiding common ad copy mistakes
              • Split testing ad copy
              • Editing your ad text
              • Pausing or deleting ads
              • Chapter 7: Budgets and Bidding
                • Introduction
                • Setting and adjusting campaign budgets
                • Evaluating your current budget and potential impact of budget changes
                • Setting and adjusting ad group level bids
                • Setting and adjusting keyword level bids
                • Enabling enhanced bidding
                • Enabling Conversion Optimizer
                • Adjusting CPA bids
                • Setting separate bids for calls
                • Predicting impact of bid changes using the Bid Simulator
                • Modifying mobile bids
                • Adjusting location bids
                • Adjusting bids based on the day of the week and time of day
                • Chapter 8: Running Display Ads
                  • Introduction
                  • Creating an automatic placements campaign
                  • Creating a managed placements campaign
                  • Researching and adding display placements
                  • Targeting display sites based on topics
                  • Excluding irrelevant and poorly performing placements
                  • Avoid displaying your ads on certain pages
                  • Excluding categories of sites and potentially sensitive topics
                  • Adding image ads to display campaigns
                  • Creating rich image ads with Display Ad Builder
                  • Analyzing relative CTR to benchmark display performance
                  • Chapter 9: Remarketing to Past Visitors
                    • Introduction
                    • Generating the remarketing code
                    • Creating remarketing audiences in AdWords
                    • Creating custom remarketing combinations via rules
                    • Setting up a remarketing campaign
                    • Setting remarketing bids
                    • Setting frequency caps to limit how often ads show
                    • Increasing traffic to your remarketing campaign
                    • Remarketing to YouTube viewers
                    • Chapter 10: Reporting and Analysis
                      • Introduction
                      • Running and scheduling reports
                      • Customizing columns to personalize data views
                      • Analyzing the days and times when ads perform best
                      • Analyzing geographic performance
                      • Reviewing call details
                      • Finding out where on display your ads are appearing
                      • Segmenting performance reports
                      • Creating filters to customize reporting
                      • Viewing data in graph format
                      • Evaluating sitelink extensions
                      • Using impression share metrics to increase conversions
                      • Chapter 11: Optimizing Performance
                        • Introduction
                        • Improving relevance and Quality Score
                        • Improving ad rank
                        • Changing keyword match types
                        • Scheduling ads to run during key days and times
                        • Expanding your keyword list
                        • Analyzing ad copy performance and picking top performers
                        • Adjusting budgets to maximize traffic and conversions
                        • Tips to increase traffic
                        • Running search term reports to optimize keywords
                        • Optimizing bids for ROI
                        • Optimizing keywords to improve ROI
                        • Excluding IP addresses from seeing your ads
                        • Optimizing your landing pages
                        • Chapter 12: Advanced Strategies and Features
                          • Introduction
                          • Creating sitelinks
                          • Setting up call extensions
                          • Implementing social extensions
                          • Setting up location extensions
                          • Promoting application downloads
                          • Setting up Dynamic Search Ads
                          • Creating product ads
                          • Using experiments to test campaign changes
                          • Using advanced negative match keywords
                          • Automating actions based on rules and goals
                          • Common AdWords mistakes
                          • Chapter 13: Managing AdWords
                            • Introduction
                            • Troubleshooting why your ads are not showing up
                            • Finding out your ad's approval status
                            • Creating custom alerts to monitor performance
                            • Reviewing past changes and revisions
                            • Viewing or hiding paused or deleted items
                            • Getting started with AdWords Editor
                            • Making changes to campaign settings via AdWords Editor
                            • Reviewing account statistics through AdWords Editor
                            • Copying campaigns or ad groups with AdWords Editor
                            • Adding keywords in bulk using AdWords Editor
                            • Updating ads in bulk using AdWords Editor

                            Kristina Cutura

                            Kristina Cutura is a pioneer of Google AdWords and currently the owner and founder of a search marketing consulting firm. Starting as a Google employee in 2002, she was one of the founding members of the company's AdWords optimization team, where she developed and tested optimization strategies that are still widely used in the industry. Kristina also created and delivered all optimization-related trainings for internal Google employees, external clients, and agencies that manage AdWords accounts. During her tenure, she trained hundreds of Google employees and dozens of AdWords resellers, and developed online training resources. In addition to running training programs, she managed and optimized Google's highest revenue clients. After leaving Google in 2009, Kristina started her own consulting company,, where she is using the skills she acquired at Google to advise a variety of clients on search engine marketing efforts. Kristina has worked with national and global businesses in a variety of industries and sectors, ranging from multi-million dollar corporations to small, family-owned businesses. In her free time, Kristina enjoys taking walks with her dog Lola and exploring the culinary offerings of San Francisco, where she lives. Kristina holds a BA from UCLA, and shares Google AdWords tips and strategies on her blog,
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                            Sample chapters

                            You can view our sample chapters and prefaces of this title on PacktLib or download sample chapters in PDF format.

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                            What you will learn from this book

                            • Tracking and reporting tips that will maximize your returns
                            • Take your Adwords account to the next level using the overlooked advanced features
                            • Research your market and competition to analyse budgets, calls-to-action and offers
                            • Measure the success of your ad campaigns
                            • Write compelling ads, choosing relevant keywords, and choose where to focus your money
                            • Learn using examples advantageous key ad strategies and little known industry tools
                            • Implement advanced strategies and tools to help you save time
                            • Recommendations include actual account snapshots and detailed instructions on how to implement each strategy
                            • Guidelines for budgets and effective bids and Strategies for running display ads

                            In Detail

                            Google Adwords is one of the most effective ways to advertise today with unprecedented reach and potential to show your ads to millions of Internet users instantly. It helps in bringing highly relevant ads to customers who are searching for you in real-time, resulting in highly accountable and cost-effective campaigns that even the smallest advertisers can take advantage of.

                            Advertising on Google: The High Performance Cookbook is a step-by-step guide with practical tips and everyday examples that will arm you with the tools necessary to run effective Adwords campaigns.

                            "Advertising on Google: The High Performance Cookbook" is a collection of hands-on recipes for creating and optimizing Adwords campaigns The book begins with the research you’ll need to conduct before starting with Adwords, including figuring out how competitive your market is and finding out what your competitors are doing. It takes you through the account set-up process from the beginning to the end, including how to fine-tune your campaigns based on the rich reporting available.

                            You will also learn how to bid effectively so that you are not overspending and instead focus your budget on what is working for you. You will also see how to track ad results and act on the data to maximize ROI. This book highlights the most successful keyword building and ad copy writing techniques with real-life examples that will make your ads stand out. Advanced ad formats and campaign types are introduced with recommendations based on a decade of experience.

                            The book concludes with advanced strategies and features that the most successful advertisers are taking advantage of and account management tools to help you save time.


                            This book contains practical recipes on everything from creating an Adwords account, reporting, analyzing, bidding effectively to remarketing. The book is a guide to getting hands-on experience in Adwords strategies. It is extensively focussed on helping you build an Adwords account, which appeals to the visitors and attracts more clicks!

                            Who this book is for

                            This book is great for the users, who are ready to start using Adwords, as well as for experienced advertisers, who are looking to take their accounts to the next level. Just create an Adwords account and run ad campaigns to take advantage of the hands-on recipes.

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