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 instr - Helion
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Autor: Kristina CuturaTytuł oryginału: 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 instr
ISBN: 9781849685856
stron: 372, Format: ebook
Data wydania: 2013-06-25
Księgarnia: Helion
Cena książki: 179,00 zł
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Spis treści
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 eBook -- spis treści
- Advertising on Google: The High Performance Cookbook
- Table of Contents
- Advertising on Google: The High Performance Cookbook
- Credits
- About the Author
- About the Reviewers
- www.PacktPub.com
- Support files, eBooks, discount offers and more
- Why Subscribe?
- Free Access for Packt account holders
- Instant Updates on New Packt Books
- Support files, eBooks, discount offers and more
- Preface
- What this book covers
- What you need for this book
- Who this book is for
- Conventions
- Reader feedback
- Customer support
- Errata
- Piracy
- Questions
- 1. Researching the Market and Competition and Setting Goals
- Introduction
- Focusing on relevance
- Getting ready
- How to do it...
- How it works...
- See also
- Identifying your competitors using Google search results
- Getting ready
- How to do it...
- Theres more...
- See also
- Using third-party tools to research competitors
- Getting ready
- How to do it...
- How it works...
- There's more...
- Analyzing budgets and bids to determine market saturation
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Setting advertising goals
- Getting ready
- How to do it...
- There's more...
- See also
- Predicting if AdWords will be profitable and calculating potential returns
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- 2. Setting up Your Account
- Introduction
- Creating an AdWords account
- Getting ready
- How to do it...
- There's more...
- See also
- Determining the right billing option for your needs
- Getting ready
- How to do it...
- There's more...
- See also
- Inviting other users to access your account
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Changing user access levels or removing users
- How to do it..
- There's more...
- See also
- Enabling auto tagging at the account level
- How to do it..
- How it works...
- There's more...
- See also
- Changing your notification settings
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- 3. Tracking beyond the Click
- Introduction
- Linking AdWords to Google Analytics
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Creating a conversion goal in AdWords to track leads or sales
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Importing goals from Google Analytics into AdWords
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Verifying that conversion tracking is working
- Getting ready
- How to do it...
- Check the source code
- Wait for conversions to occur
- Complete a test conversion
- How it works...
- There's more...
- See also
- Analyzing how long it takes to convert customers
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Analyzing assist clicks and impressions
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Analyzing AdWords data in Google Analytics
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Analyzing time on site data and bounce rates
- Getting ready
- How to do it...
- There's more...
- See also
- 4. Structuring Your Account
- Introduction
- Planning account structure
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Common ways to structure campaigns
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Deciding where to show your ads
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Device targeting options
- Getting ready
- How to do it...
- How it works...
- See also
- Choosing which locations to target
- Getting ready
- How to do it...
- How it works...
- See also
- Excluding locations from seeing your ads
- Getting ready
- How to do it...
- How it works...
- See also
- Selecting target languages
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Creating themed ad groups
- Getting ready
- Recommended ad group structure
- Poor ad group structure
- How to do it...
- How it works...
- There's more...
- See also
- Getting ready
- Renaming campaigns and ad groups
- Getting ready
- How to do it...
- There's more...
- See also
- 5. Creating Relevant Keywords
- Introduction
- Using keyword matching options effectively
- How to do it
- How it works
- There's more
- See also
- Finding relevant keywords
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Analyzing competitor keywords from spyfu.com and similar tools
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Generating negative keywords
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Identifying keyword duplicates
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Multiplying keyword phrases
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Changing broad keywords to broad match modifiers
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Adding new keywords to an existing ad group
- Getting ready
- How to do it
- See also
- Editing, pausing, or deleting keywords
- Getting ready
- How to do it
- How it works
- See also
- 6. Writing Compelling Ads
- Introduction
- Researching competitors' ads
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Setting campaign ad rotation
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Creating effective ads
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Choosing landing pages
- Getting ready
- How to do it
- Pick a URL that best matches your keywords
- Make sure your landing page is conversion friendly
- How it works
- There's more
- See also
- Implementing dynamic keyword insertion in ads
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Avoiding common ad copy mistakes
- How to do it
- How it works
- See also
- Split testing ad copy
- Getting ready
- How to do it
- How it works
- There's more
- See also
- Editing your ad text
- How to do it
- How it works
- See also
- Pausing or deleting ads
- Getting ready
- How to do it
- How it works
- See also
- 7. Budgets and Bidding
- Introduction
- Setting and adjusting campaign budgets
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Evaluating your current budget and potential impact of budget changes
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Setting and adjusting ad group level bids
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Setting and adjusting keyword level bids
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Enabling enhanced bidding
- Getting ready
- How to do it...
- How it works...
- See also
- Enabling Conversion Optimizer
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Adjusting CPA bids
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Setting separate bids for calls
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Predicting impact of bid changes using the Bid Simulator
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Modifying mobile bids
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Adjusting location bids
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Adjusting bids based on the day of the week and time of day
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- 8. Running Display Ads
- Introduction
- Creating an automatic placements campaign
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Creating a managed placements campaign
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Researching and adding display placements
- Getting ready
- How to do it...
- How it works...
- See also
- Targeting display sites based on topics
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Excluding irrelevant and poorly performing placements
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Avoid displaying your ads on certain pages
- Getting ready
- How to do it...
- How it works...
- See also
- Excluding categories of sites and potentially sensitive topics
- Getting ready
- How to do it...
- How it works...
- See also
- Adding image ads to display campaigns
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Creating rich image ads with Display Ad Builder
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Analyzing relative CTR to benchmark display performance
- How to do it...
- How it works...
- There's more...
- See also
- 9. Remarketing to Past Visitors
- Introduction
- Generating the remarketing code
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Creating remarketing audiences in AdWords
- Getting ready
- How to do it...
- How it works...
- See also
- Creating custom remarketing combinations via rules
- Getting ready
- How to do it...
- How it works...
- See also
- Setting up a remarketing campaign
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Setting remarketing bids
- Getting ready
- How to do it...
- How it works...
- See also
- Setting frequency caps to limit how often ads show
- Getting ready
- How to do it...
- How it works...
- See also
- Increasing traffic to your remarketing campaign
- How to do it...
- How it works...
- See also
- Remarketing to YouTube viewers
- Getting ready
- How to do it...
- How it works...
- See also
- 10. Reporting and Analysis
- Introduction
- Running and scheduling reports
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Customizing columns to personalize data views
- Getting ready
- How to do it...
- How it works...
- There's more...
- See also
- Analyzing the days and times when ads perform best
- Getting ready
- How to do it...
- How it works...
- See also
- Analyzing geographic performance
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Reviewing call details
- Getting ready
- How to do it...
- How it works...
- See also
- Finding out where on display your ads are appearing
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Segmenting performance reports
- How to do it...
- How it works...
- See also
- Creating filters to customize reporting
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Viewing data in graph format
- How to do it...
- How it works...
- There's more
- See also
- Evaluating sitelink extensions
- Getting ready
- How to do it...
- How it works...
- See also
- Using impression share metrics to increase conversions
- Getting ready
- How to do it...
- How it works
- See also
- 11. Optimizing Performance
- Introduction
- Improving relevance and Quality Score
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Improving ad rank
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Changing keyword match types
- Getting ready
- How to do it...
- How it works...
- See also
- Scheduling ads to run during key days and times
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Expanding your keyword list
- Getting ready
- How to do it...
- Automated keyword suggestions
- Search terms report
- Competitor keywords
- Google's keyword tool
- How it works...
- See also
- Analyzing ad copy performance and picking top performers
- Getting ready
- How to do it...
- How it works...
- See also
- Adjusting budgets to maximize traffic and conversions
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Tips to increase traffic
- Getting ready
- How to do it...
- How it works...
- See also
- Running search term reports to optimize keywords
- How to do it...
- How it works...
- There's more
- See also
- Optimizing bids for ROI
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Optimizing keywords to improve ROI
- Getting ready
- How to do it...
- How it works...
- See also
- Excluding IP addresses from seeing your ads
- Getting ready
- How to do it...
- How it works...
- See also
- Optimizing your landing pages
- Getting ready
- How to do it
- How it works...
- There's more
- See also
- 12. Advanced Strategies and Features
- Introduction
- Creating sitelinks
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Setting up call extensions
- Getting ready
- How to do it...
- How it works...
- See also
- Implementing social extensions
- Getting ready
- How to do it...
- How it works...
- See also
- Setting up location extensions
- Getting ready
- How to do it...
- How it works...
- See also
- Promoting application downloads
- Getting ready
- How to do it...
- How it works...
- See also
- Setting up Dynamic Search Ads
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Creating product ads
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Using experiments to test campaign changes
- Getting ready
- How to do it...
- How it works...
- See also
- Using advanced negative match keywords
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Automating actions based on rules and goals
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Common AdWords mistakes
- Getting ready
- How to do it...
- How it works...
- See also
- 13. Managing AdWords
- Introduction
- Troubleshooting why your ads are not showing up
- Getting ready
- How to do it...
- How it works...
- See also
- Finding out your ad's approval status
- How to do it...
- How it works...
- There's more
- See also
- Creating custom alerts to monitor performance
- Getting ready
- How to do it...
- How it works...
- See also
- Reviewing past changes and revisions
- How to do it...
- How it works...
- See also
- Viewing or hiding paused or deleted items
- Getting ready
- How to do it..
- How it works...
- There's more...
- See also
- Getting started with AdWords Editor
- Getting ready
- How to do it...
- How it works...
- There's more
- See also
- Making changes to campaign settings via AdWords Editor
- Getting ready
- How to do it...
- How it works...
- See also
- Reviewing account statistics through AdWords Editor
- How to do it...
- How it works...
- See also
- Copying campaigns or ad groups with AdWords Editor
- Getting ready
- How to do it...
- How it works...
- See also
- Adding keywords in bulk using AdWords Editor
- Getting ready
- How to do it...
- How it works...
- See also
- Updating ads in bulk using AdWords Editor
- Getting ready
- How to do it...
- How it works...
- See also
- Index