Advertising on Google: The High Performance Cookbook

Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.

Advertising on Google: The High Performance Cookbook

Cookbook
Kristina Cutura

Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.
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Book Details

ISBN 139781849685849
Paperback372 pages

About This Book

  • 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

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.

Table of Contents

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 spyfu.com 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

What You Will Learn

  • 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.

Authors

Table of Contents

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 spyfu.com 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

Book Details

ISBN 139781849685849
Paperback372 pages
Read More