The Definitive Guide to Google AdWords [electronic resource] : Create Versatile and Powerful Marketing and Advertising Campaigns / by Bart Weller, Lori Calcott.

Weller, Bart. author., Author,
Berkeley, CA : Apress : Imprint: Apress, 2012.
1 online resource (383 p.)
1st ed. 2012.
The expert's voice in Web development

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Management science.
Local subjects:
Business and Management, general. (search)
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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.
Title Page; Copyright Page; Contents at a Glance; Table of Contents; About the Author; About the Technical Reviewer; Acknowledgments; Introduction; Who This Book Is For; Things Just Keep Changing; Conventions; Contacting the Authors; CHAPTER 1 SEM and the Google Ecosystem; A Short History of Search Marketing; Targeting; Internet Marketing Arrives; Enter Pay-Per-Click; Targeted Marketing on the Internet; Find Your Dream Job with AdWords (and 6.00); Search Engine Marketing; It's All about Targeting; Ad Models; Pay-for-Placement (P4P) Ads; Contextual Ads; Behavioral Targeting
Semantic TargetingLocation Targeting; Revenue Models; The Google Ecosystem; Thinking in System Terms; The Internet Users; The Advertisers; The Long Tail of Online Ad Spending; The Google Network; The Google Search Network; The Google Display Network; The Difference Between AdWords and AdSense; Other Google Advertising Properties and Services; Doubleclick; Doubleclick for Publishers; Doubleclick for Publishers Small Business; AdWords Express; Google Places for Business; AdMob; Google Engage; Google Certification Program; Company Certification; Individual Certification; Google Grants
Google AdSense for TVSummary; CHAPTER 2 AdWords in Depth; Understanding the AdWords Lingo; Account Structure; Campaigns; Ad Groups; Match Types; AdWords Cost; The Google Search Network Auction Process; Quality Score; Other Uses for Quality Score; Payment on the Search Network; Sample Auction; The Display Network Auction Process; Smart Pricing; Invalid Clicks and Click Fraud; Summary; CHAPTER 3 Marketing with AdWords; Types of Searches; Sales Processes and the Zero Moment of Truth; PPC and the New Funnel; How to Measure Marketing Success; AdWords Conversion Tracking; The How-To
Google AnalyticsCreating a Google Analytics Account; Linking to an Existing Google Analytics Account; Using the Analytics URL Builder; Defining Goals in Google Analytics; Creating Goals in Google Analytics; URL Destination Goals; Time on Site Goals; Pages per Visit Goals; Event Goals; Key Performance Indicators; Phone Tracking; Summary; CHAPTER 4 Getting Started with AdWords; AdWords; Account Creation; Creating Your First Campaign; Create Ads and Keywords; Enter Billing Information; Create Additional Ad Groups and/ or Campaigns; AdWords Editor; Bulk Changes; Find and Replace
Uploading Data from ExcelCut and Paste; Error Flags; Exporting Data; The AdWords Interface; Date Range; Home Screen; Navigating the Data; Keyword Data; Customizing Columns; Performance Graphs; Segments; AdWords Express; Summary; CHAPTER 5 Local Advertising and LocationTargeting; How Google Determines Location; Location Settings; Excluding Locations; Language Settings and Considerations; Location and Language Setting in AdWords Editor; Creating Campaigns to Target Local Audiences; Add Your Address to Your Ads; Geographic Performance Data; Geographic Data Insights
Understanding Where Your Users Are
Description based upon print version of record.
Includes bibliographical references and index.
Calcott, Lori. author., Author,
Publisher Number:
10.1007/978-1-4302-4015-0 doi