The Definitive Guide to Google AdWords

Create Versatile and Powerful Marketing and Advertising Campaigns

By Bart Weller , Lori Calcott

Harness the power of Google's advertising and marketing engines to develop, manage, and optimize your ad campaigns and increase your revenue.

Full Description

  • ISBN13: 978-1-4302-4014-3
  • 388 Pages
  • User Level: Beginner to Advanced
  • Publication Date: May 8, 2012
  • Available eBook Formats: EPUB, MOBI, PDF
  • Print Book Price: $39.99
  • eBook Price: $27.99
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Full Description

There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and advertising power.

Everything related to the platforms are covered in detail—account setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more. Learn to take full advantage of all of the marketing options available through AdWords, including:

  • Geo-targeting, distribution, and placement of ads
  • Advanced account management and budget strategies
  • Keywords, metrics, and ROI management
  • Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer
  • Mobile marketing implementations and strategies
  • Working with the various APIs available for developers

With The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue.

What you’ll learn

  • The hows, whys, and history of SEM and Pay-Per-Click web technologies
  • How to set up and manage a Google AdWords account
  • How to create and manage tightly focused ad campaigns
  • The technology behind AdWords
  • Selecting the best keywords and phrases to trigger your ad on a search page
  • ROI management of your campaigns
  • Optimizing the quality of your landing page
  • Using AdWords for mobile marketing on smart phones and tablets

Who this book is for

Anyone looking to increase revenue through a web-based presence cannot do without the techniques and instructions outlined in The Definitive Guide to Google AdWords.

Table of Contents

Table of Contents

  1. SEM and the Google Ecosystem
  2. AdWords in Depth
  3. Marketing with AdWords
  4. Getting Started with AdWords
  5. Local Advertising and Location Targeting
  6. Keyword Strategy
  7. Creating Ads and Landing Pages
  8. The Display Network
  9. Mobile Advertising with AdWords
  10. Account Management and Optimization
  11. Google Analytics and Actionable Data
  12. Testing with WebSite Optimizer
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