Advertising on Google : the high performance cookbook / Kristina Cutura.

Format:

Book

Author/Creator:

Cutura, Kristina.

Series:

Enterprise : professional expertise distilled

Language:

English

Subjects (All):

Google AdWords.

Internet advertising.

Physical Description:

1 online resource (372 p.)

Edition:

1st ed.

Place of Publication:

Birmingham : Packt Pub., 2013.

Language Note:

English

Biography/History:

Cutura Kristina: 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, KristinaCutura. com, 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, http: //kristinacutura. com/blog/.

Summary:

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!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.

Contents:

Intro

Advertising on Google: The High Performance Cookbook

Table of Contents

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

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

There's more...

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

2. Setting up Your Account

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

How to do it..

See also.

Enabling auto tagging at the account level

Changing your notification settings

3. Tracking beyond the Click

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

Check the source code

Wait for conversions to occur

Complete a test conversion

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

4. Structuring Your Account

Planning account structure

Common ways to structure campaigns

How to do it…

How it works…

There's more…

Deciding where to show your ads

Device targeting options.

Getting ready

Choosing which locations to target

Excluding locations from seeing your ads

Selecting target languages

Creating themed ad groups

Recommended ad group structure

Poor ad group structure

Renaming campaigns and ad groups

5. Creating Relevant Keywords

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

6. Writing Compelling Ads

Researching competitors' ads

How to do it.

How it works...

Setting campaign ad rotation

Creating effective ads

Choosing landing pages

Pick a URL that best matches your keywords

Make sure your landing page is conversion friendly

Implementing dynamic keyword insertion in ads

Avoiding common ad copy mistakes

Split testing ad copy

Editing your ad text

Pausing or deleting ads

7. Budgets and Bidding

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

8. Running Display Ads

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.

Notes:

Includes index.

"Over 120 practical recipes to set up, optimize, and manage profitable AdWords campaigns."

ISBN:

9781849685856

1849685851

OCLC:

851696783