{"product_id":"advanced-google-adwords-paperback-softback-9781118819562","title":"Advanced Google AdWords (Paperback \/ softback) 9781118819562","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eAdvanced Google AdWords\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eBrad Geddes (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118819562, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 23 May 2014\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e704 pages\u003cbr\u003e23.4 x 18.5 x 4.3 cm, 0.907 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eThe ultimate guide to Google AdWords is fully updated for its third edition\u003c\/b\u003e  \u003cp\u003eThis is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The book provides insight into AdWords' functionality and advanced features, explaining how they work and providing tips, tactics, and hands-on tutorials, which readers can immediately use on their own PPC campaigns.\u003c\/p\u003e \u003cp\u003eThe third edition features more than 50 pages of new material and has been completely revised to cover all the changes to Google's system, including changes to the campaign structure, bid modifiers, new quality score analysis techniques, and the latest ad extension updates. Expert author Brad Geddes gives advanced insight, direction, and strategies for every aspect of using AdWords to create and manage a successful pay-per-click marketing campaign, and also shows you the best tools and techniques for keyword research, including negative keywords. In addition you'll:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscover how to craft winning ad copy, and explore advanced PPC campaign optimization techniques, including how to optimize for a good quality score\u003c\/li\u003e \u003cli\u003eExplore the intricacies of the Display Network and learn how to interpret reports\u003c\/li\u003e \u003cli\u003eLearn how to use the AdWords Editor to create thousands of keywords and ad copy configurations\u003c\/li\u003e \u003cli\u003eUnderstand advanced bidding strategies, and how to best organize and manage an AdWords account\u003c\/li\u003e \u003cli\u003eLearn how to best test everything from landing pages to ad copy\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThe book concludes with detailed chapters on understanding, interpreting, and acting upon the detailed AdWords reports so you can confidently make decisions to positively impact your campaigns. \u003ci\u003eAdvanced Google AdWords\u003c\/i\u003e is detailed, in-depth, and full of insights, techniques, tips, tactics, and fascinating real-world case studies, making it the ultimate step-by-step guide for developing advanced AdWords expertise.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eForeword xxxi\u003c\/p\u003e \u003cp\u003eIntroduction xxxiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Understanding Search Theory 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Origins of Google AdWords 2\u003c\/p\u003e \u003cp\u003eGoogle Enters the Arena 5\u003c\/p\u003e \u003cp\u003eGoogle AdWords Select Revolutionizes PPC 6\u003c\/p\u003e \u003cp\u003eThe Psychology of Search 7\u003c\/p\u003e \u003cp\u003eTurning Concepts into Words 8\u003c\/p\u003e \u003cp\u003eUnderstanding Search Results 10\u003c\/p\u003e \u003cp\u003eThe Purpose of Ad Copy 11\u003c\/p\u003e \u003cp\u003eLanding Pages Lead to New Customers 12\u003c\/p\u003e \u003cp\u003eAdvertising Is Not Advertising When It Is Information 14\u003c\/p\u003e \u003cp\u003eGoal Alignment: Google vs. You vs. the Searcher 15\u003c\/p\u003e \u003cp\u003eBest Practices for Applying Search Theory 17\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Performing Keyword Research 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUnderstanding the Buying Funnel 20\u003c\/p\u003e \u003cp\u003eExamining the Buying Funnel Phases 21\u003c\/p\u003e \u003cp\u003eHow Do Consumers Flow Through Your Buying Funnel? 22\u003c\/p\u003e \u003cp\u003eUnderstanding Keywords 23\u003c\/p\u003e \u003cp\u003eTypes of Commercial Keywords 24\u003c\/p\u003e \u003cp\u003eFinding Keyword Ideas 26\u003c\/p\u003e \u003cp\u003eHow Many Keywords Should You Have in Your Account? 29\u003c\/p\u003e \u003cp\u003eCreating Keyword Lists 31\u003c\/p\u003e \u003cp\u003eUsing Long-Tail Keywords 33\u003c\/p\u003e \u003cp\u003eWide vs. Deep Keywords 35\u003c\/p\u003e \u003cp\u003eDiscerning Keyword Match Types 36\u003c\/p\u003e \u003cp\u003eBroad Match 37\u003c\/p\u003e \u003cp\u003eModified Broad Match 38\u003c\/p\u003e \u003cp\u003eWhen Should You Use Broad Match? 40\u003c\/p\u003e \u003cp\u003ePhrase Match 40\u003c\/p\u003e \u003cp\u003eExact Match 42\u003c\/p\u003e \u003cp\u003eVariation Match 43\u003c\/p\u003e \u003cp\u003eWhich Match Type Is Best? 44\u003c\/p\u003e \u003cp\u003eUsing Negative Match 46\u003c\/p\u003e \u003cp\u003eImplementing Negative Keywords 46\u003c\/p\u003e \u003cp\u003eNegative Broad Match 49\u003c\/p\u003e \u003cp\u003eNegative Phrase Match 50\u003c\/p\u003e \u003cp\u003eNegative Exact Match 51\u003c\/p\u003e \u003cp\u003ePutting Negative and Positive Keywords Together 52\u003c\/p\u003e \u003cp\u003eResearching Negative Keywords 53\u003c\/p\u003e \u003cp\u003eUsing Advanced Organizational Techniques 55\u003c\/p\u003e \u003cp\u003eAdding Multiple Match Types to the Same Ad Group 55\u003c\/p\u003e \u003cp\u003eRestricting Match Types by Ad Group 56\u003c\/p\u003e \u003cp\u003eRestricting Match Types by Campaign 56\u003c\/p\u003e \u003cp\u003eTaking Control of Your Ad Display 57\u003c\/p\u003e \u003cp\u003eBest Practices for Conducting Keyword Research 58\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Keyword Tools: Extracting Valuable Data from Google 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdWords Keyword Planner 60\u003c\/p\u003e \u003cp\u003eGenerating Keyword Ideas 61\u003c\/p\u003e \u003cp\u003eAdvanced Options and Filters 65\u003c\/p\u003e \u003cp\u003eAd Group and Keyword Ideas 69\u003c\/p\u003e \u003cp\u003eTraffic Estimates 76\u003c\/p\u003e \u003cp\u003eAdWords Keyword Planner vs Third-Party Keyword Tools 82\u003c\/p\u003e \u003cp\u003eGoogle Trends 83\u003c\/p\u003e \u003cp\u003eWhat Services Should You Offer? 85\u003c\/p\u003e \u003cp\u003eDetermining Your Messaging 87\u003c\/p\u003e \u003cp\u003eDetermining Consumer Interest 88\u003c\/p\u003e \u003cp\u003eBing Ads Intelligence 89\u003c\/p\u003e \u003cp\u003eBest Practices for Using Keyword Tools 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Writing Compelling Ads 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDo Your Ads Reflect the Search Query? 94\u003c\/p\u003e \u003cp\u003eWriting Effective Ads 96\u003c\/p\u003e \u003cp\u003eCalls to Action 97\u003c\/p\u003e \u003cp\u003eTouching the Emotional Core 98\u003c\/p\u003e \u003cp\u003eFollowing Google’s Editorial Guidelines 99\u003c\/p\u003e \u003cp\u003eCharacter Lengths 99\u003c\/p\u003e \u003cp\u003eEditorial Requirements 100\u003c\/p\u003e \u003cp\u003eDeveloping Unique Selling Propositions 102\u003c\/p\u003e \u003cp\u003eDistinguishing Features and Benefits 103\u003c\/p\u003e \u003cp\u003eBenefits, Features, and the Buying Funnel 104\u003c\/p\u003e \u003cp\u003eWhen to Use a Feature vs. a Benefit 105\u003c\/p\u003e \u003cp\u003eEmploying Themes That Get Clicks 106\u003c\/p\u003e \u003cp\u003eUtilizing Numbers in Ads 107\u003c\/p\u003e \u003cp\u003eHow Strong Is Your Call to Action? 110\u003c\/p\u003e \u003cp\u003eWriting Informational Ad Copy 111\u003c\/p\u003e \u003cp\u003eUtilizing Negative Ad Copy 114\u003c\/p\u003e \u003cp\u003eDo Not Forget the Display URL 114\u003c\/p\u003e \u003cp\u003eControlling Your Mobile Ads 116\u003c\/p\u003e \u003cp\u003eSpicing Up Your Ads with Ad Extensions 118\u003c\/p\u003e \u003cp\u003eSitelink Extensions 118\u003c\/p\u003e \u003cp\u003eCall Extensions 125\u003c\/p\u003e \u003cp\u003eAdditional Extensions 127\u003c\/p\u003e \u003cp\u003eLimited Betas for New Extensions 129\u003c\/p\u003e \u003cp\u003eShowcasing Your Products with PLAs 129\u003c\/p\u003e \u003cp\u003eFollowing the Law: Trademarks 131\u003c\/p\u003e \u003cp\u003eTrademark Exceptions 134\u003c\/p\u003e \u003cp\u003eThe Quest for the Holy Grail of Advertising 135\u003c\/p\u003e \u003cp\u003eBest Practices for Writing Compelling Ads 136\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Creating Landing Pages That Convert Searchers into Buyers 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDoes Your Landing Page Answer the Searcher’s Question? 140\u003c\/p\u003e \u003cp\u003eEverything about Destination URLs 142\u003c\/p\u003e \u003cp\u003eUsing Destination URLs for Tracking 144\u003c\/p\u003e \u003cp\u003eComplying with Destination URL Editorial Policies 151\u003c\/p\u003e \u003cp\u003eChoosing Landing Pages That Increase Conversion Rates 152\u003c\/p\u003e \u003cp\u003eChoosing Landing Pages Based on the Type of Query 153\u003c\/p\u003e \u003cp\u003eDifferentiating Local Business Queries 157\u003c\/p\u003e \u003cp\u003eUsing Segmentation Pages 159\u003c\/p\u003e \u003cp\u003eUsing Forms as Landing Pages 160\u003c\/p\u003e \u003cp\u003eThanking Your Customers 162\u003c\/p\u003e \u003cp\u003eCrafting Perfect Landing Pages 164\u003c\/p\u003e \u003cp\u003eEmploying Usability, Trust, and Web Technology 164\u003c\/p\u003e \u003cp\u003eUsing Web Technology to Implement Usability and User Security 165\u003c\/p\u003e \u003cp\u003ePsychological Factors That Increase Conversion Rates 173\u003c\/p\u003e \u003cp\u003eYour Website’s Usability Goals 180\u003c\/p\u003e \u003cp\u003eBest Practices for Landing Pages 181\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Learning Advanced Optimization Techniques 183\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOptimizing for Traffic 184\u003c\/p\u003e \u003cp\u003eExploring Strategies to Show Your Ads More Often 184\u003c\/p\u003e \u003cp\u003eTaking Advantage of Dynamic Keyword Insertion 190\u003c\/p\u003e \u003cp\u003eIncreasing Page Views 194\u003c\/p\u003e \u003cp\u003eOptimizing for Conversions 198\u003c\/p\u003e \u003cp\u003eWriting Ad Copy That Sells 199\u003c\/p\u003e \u003cp\u003eCreating Landing Pages That Increase Conversions 200\u003c\/p\u003e \u003cp\u003eMaking Additional Conversions to Increase Your Profits 210\u003c\/p\u003e \u003cp\u003eBest Practices for Advanced Optimization Techniques 213\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Demystifying Quality Score 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Quality Score? 216\u003c\/p\u003e \u003cp\u003eHow Quality Score Affects Ad Rank 218\u003c\/p\u003e \u003cp\u003eQuality Score Factors for Search 221\u003c\/p\u003e \u003cp\u003eViewing Your Quality Score 225\u003c\/p\u003e \u003cp\u003eLanding Page Quality: Making Your Pages Relevant 228\u003c\/p\u003e \u003cp\u003eSpiderability 228\u003c\/p\u003e \u003cp\u003eRelevance 229\u003c\/p\u003e \u003cp\u003eTransparency 230\u003c\/p\u003e \u003cp\u003eNavigation 230\u003c\/p\u003e \u003cp\u003eEstimating Your First Page Bid 231\u003c\/p\u003e \u003cp\u003eUnderstanding the Display Network Quality Score 233\u003c\/p\u003e \u003cp\u003eQuality Score for Managed Placements 234\u003c\/p\u003e \u003cp\u003eDiagnosing Your Quality Scores 235\u003c\/p\u003e \u003cp\u003eIgnoring Quality Score 240\u003c\/p\u003e \u003cp\u003eIncreasing Quality Scores 243\u003c\/p\u003e \u003cp\u003eCreating Highly Relevant Ad Groups 244\u003c\/p\u003e \u003cp\u003eAd Testing to Increase Quality Scores 246\u003c\/p\u003e \u003cp\u003eLanding Page Fixes 248\u003c\/p\u003e \u003cp\u003eWhat to Do if Your Quality Score Drops 249\u003c\/p\u003e \u003cp\u003eQuality Score FAQs 251\u003c\/p\u003e \u003cp\u003eBest Practices for Optimizing Quality Scores 254\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Beyond Text: Employing Image, Video, and Mobile Ads 257\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBeyond the Desktop: Creating Mobile Ads 258\u003c\/p\u003e \u003cp\u003eReaching Smartphone Users 258\u003c\/p\u003e \u003cp\u003eSmartphone Extensions 261\u003c\/p\u003e \u003cp\u003eReaching Other Mobile Users: WAP Mobile Ads 262\u003c\/p\u003e \u003cp\u003eAd Preview and Diagnosis Tool 264\u003c\/p\u003e \u003cp\u003eBeyond Static Text: Creating Rich Media Ads 266\u003c\/p\u003e \u003cp\u003eCreating Effective Image Ads 266\u003c\/p\u003e \u003cp\u003eDeveloping Profitable Video Ads 272\u003c\/p\u003e \u003cp\u003eAdWords Ad Gallery 275\u003c\/p\u003e \u003cp\u003eBest Practices for Employing Image, Video, Mobile Ads 278\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Understanding the Display Network 279\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is the Display Network? 280\u003c\/p\u003e \u003cp\u003eAdvantages of the Display Network 281\u003c\/p\u003e \u003cp\u003eDisplay Targeting Methods 282\u003c\/p\u003e \u003cp\u003eAutomatic vs. Managed Placements 283\u003c\/p\u003e \u003cp\u003eCreating Search- and Display-Only Campaigns 284\u003c\/p\u003e \u003cp\u003eManaging Ad Group Targeting 285\u003c\/p\u003e \u003cp\u003eCreating a Successful Display Network Campaign 286\u003c\/p\u003e \u003cp\u003eCreating Keyword-Based Display Ad Groups 287\u003c\/p\u003e \u003cp\u003eDisplay Network Topic Targeting 292\u003c\/p\u003e \u003cp\u003eTargeting Ads Based on a User’s Interest 296\u003c\/p\u003e \u003cp\u003ePlacement Targeting: Choose the Actual Sites Where Your Ads Are Displayed 298\u003c\/p\u003e \u003cp\u003eBlocking Your Ads from Being Shown across the Display Network 305\u003c\/p\u003e \u003cp\u003eDetermining Negative Display Keywords 309\u003c\/p\u003e \u003cp\u003eSmart Pricing: Measure Success with Cost per Conversion 310\u003c\/p\u003e \u003cp\u003eChoosing CPM or CPC Bidding 312\u003c\/p\u003e \u003cp\u003eUsing the Display Planner Tool 314\u003c\/p\u003e \u003cp\u003eBest Practices for the Display Network 320\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Utilizing Advanced Display Network Techniques 323\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRemarketing: Bringing Visitors Back to Your Site 324\u003c\/p\u003e \u003cp\u003eDefine an Audience 324\u003c\/p\u003e \u003cp\u003ePlace the Script on Your Site 328\u003c\/p\u003e \u003cp\u003eCreate a Remarketing Ad Group 330\u003c\/p\u003e \u003cp\u003eThe 100 Cookie Rule 332\u003c\/p\u003e \u003cp\u003eRemarketing Strategies 332\u003c\/p\u003e \u003cp\u003eDon’t Creep Out Your Customers 340\u003c\/p\u003e \u003cp\u003eFlexible Targeting: Mixing and Matching Every Display Targeting Option 341\u003c\/p\u003e \u003cp\u003eFlexible Targeting Options 342\u003c\/p\u003e \u003cp\u003eBid Modifiers for Display 344\u003c\/p\u003e \u003cp\u003eFlexible Bidding Examples 345\u003c\/p\u003e \u003cp\u003eOptimizing Your Display Campaigns 351\u003c\/p\u003e \u003cp\u003eOrganizing Your Display Campaigns 353\u003c\/p\u003e \u003cp\u003eCreating Scenarios to Understand and Reach Your Target Audience 357\u003c\/p\u003e \u003cp\u003eWriting Effective Display Ads 359\u003c\/p\u003e \u003cp\u003eBest Practices for Advanced Display Network Advertising 361\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Utilizing Advanced Geographic Targeting Techniques 363\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is Geographic Targeting? 364\u003c\/p\u003e \u003cp\u003eThe Technology behind Location Targeting 364\u003c\/p\u003e \u003cp\u003eHow Accurate Is Location Targeting? 366\u003c\/p\u003e \u003cp\u003eReaching Users in Specific Locations 369\u003c\/p\u003e \u003cp\u003eFinding Locations to Target 370\u003c\/p\u003e \u003cp\u003eRadius Targeting 374\u003c\/p\u003e \u003cp\u003eLocation Groups and Bid Modifiers 375\u003c\/p\u003e \u003cp\u003eAdvanced Location Targeting Options 376\u003c\/p\u003e \u003cp\u003eLocation Targeting Considerations 378\u003c\/p\u003e \u003cp\u003eTargeting Multiple Countries 378\u003c\/p\u003e \u003cp\u003eReaching Users in an Area Smaller than a Country 380\u003c\/p\u003e \u003cp\u003eTreating Locals and Nonlocals Differently in Your Ad Copy 385\u003c\/p\u003e \u003cp\u003eAutomatically Inserting Your Address into the Ad Copy 387\u003c\/p\u003e \u003cp\u003eA Case Study into Local Belief Systems 390\u003c\/p\u003e \u003cp\u003eViewing Geographic Results 391\u003c\/p\u003e \u003cp\u003eGeographic Performance Reports 393\u003c\/p\u003e \u003cp\u003eBest Practices for Geographic Targeting 396\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Saving Time and Scaling Accounts with AdWords Editor 399\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAdWords Editor Overview 400\u003c\/p\u003e \u003cp\u003eChoosing Your Viewpoint 400\u003c\/p\u003e \u003cp\u003eViewing Your Account in AdWords Editor 404\u003c\/p\u003e \u003cp\u003eScaling Your Account 408\u003c\/p\u003e \u003cp\u003eImporting Keywords 409\u003c\/p\u003e \u003cp\u003eCreating Thousands of Keywords and Ad Groups 411\u003c\/p\u003e \u003cp\u003eEasily Creating Thousands of Ads 414\u003c\/p\u003e \u003cp\u003eOptimizing Display with AdWords Editor 420\u003c\/p\u003e \u003cp\u003eBest Practices for Using AdWords Editor 421\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 13 Devising Profitable Bid Strategies 423\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSetting Your Marketing Goals 424\u003c\/p\u003e \u003cp\u003eMeasuring Results with Google’s Conversion-Tracking Code 425\u003c\/p\u003e \u003cp\u003eAdWords Conversion-Tracking Code 426\u003c\/p\u003e \u003cp\u003eGoogle Analytics Tracking 430\u003c\/p\u003e \u003cp\u003eAccessing Valuable Conversion Data in AdWords Reports 432\u003c\/p\u003e \u003cp\u003eTracking Phone Calls 434\u003c\/p\u003e \u003cp\u003eExploring AdWords Bidding Options 435\u003c\/p\u003e \u003cp\u003eFocus on Clicks, Option 1 435\u003c\/p\u003e \u003cp\u003eFocus on Clicks, Option 2 435\u003c\/p\u003e \u003cp\u003eEnhanced CPC 436\u003c\/p\u003e \u003cp\u003eConversion Optimizer 437\u003c\/p\u003e \u003cp\u003eFocus on Impressions 443\u003c\/p\u003e \u003cp\u003eFlexible Bidding 443\u003c\/p\u003e \u003cp\u003eProfitable Bidding Strategies 448\u003c\/p\u003e \u003cp\u003eROAS vs Profit 449\u003c\/p\u003e \u003cp\u003eRevenue per Click 450\u003c\/p\u003e \u003cp\u003eTaking Margins into Account 453\u003c\/p\u003e \u003cp\u003eHow Can Publishers Determine Revenue per Click? 455\u003c\/p\u003e \u003cp\u003eTracking Long Sales Cycles with Conversion Funnels 457\u003c\/p\u003e \u003cp\u003eCalculating Your Max CPC 460\u003c\/p\u003e \u003cp\u003eSetting Bids Based on ROAS 460\u003c\/p\u003e \u003cp\u003eBidding for Exposure 461\u003c\/p\u003e \u003cp\u003eBid Modifiers: Automatically Changing Bids by Time, Geography, Devices, and More 464\u003c\/p\u003e \u003cp\u003eLocation Bid Modifiers 467\u003c\/p\u003e \u003cp\u003eAd Scheduling: Automatically Changing Bids by Time Periods 471\u003c\/p\u003e \u003cp\u003eFinding Conversion Information by Time Frames 473\u003c\/p\u003e \u003cp\u003eExamples of Ad Scheduling Success 476\u003c\/p\u003e \u003cp\u003eCreating Time-Sensitive Offers 479\u003c\/p\u003e \u003cp\u003eDevice Modifiers 480\u003c\/p\u003e \u003cp\u003eUnderstanding Attribution Management 481\u003c\/p\u003e \u003cp\u003eExamining AdWords Reports to Make ROAS Bid Decisions 484\u003c\/p\u003e \u003cp\u003eBest Practices for Utilizing Profitable Bid Strategies 487\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 14 Organizing Accounts Successfully 489\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Is an AdWords Account? 490\u003c\/p\u003e \u003cp\u003eWhat Are the Limits of an AdWords Account? 490\u003c\/p\u003e \u003cp\u003eManaging Multiple Accounts the Easy Way 491\u003c\/p\u003e \u003cp\u003eBecoming a Google Partner 494\u003c\/p\u003e \u003cp\u003eDeveloping a Successful Campaign Structure 496\u003c\/p\u003e \u003cp\u003eReasons to Create New Campaigns 496\u003c\/p\u003e \u003cp\u003eStructuring Campaigns to Achieve Business Goals 497\u003c\/p\u003e \u003cp\u003eOrganizing an Ad Group to Increase CTR and Conversion Rates 513\u003c\/p\u003e \u003cp\u003eAd Group Organization for Mobile Bid Modifiers 515\u003c\/p\u003e \u003cp\u003eBest Practices for Account Organization Strategies 516\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 15 Implementing Testing Techniques That Will Increase Profits 519\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTesting Is Essential to Increasing Profits 520\u003c\/p\u003e \u003cp\u003eTesting Ad Copy to Increase Conversions 520\u003c\/p\u003e \u003cp\u003eAd Copy Messages You Should Test 521\u003c\/p\u003e \u003cp\u003eAd Copy Themes to Spark Your Creativity 521\u003c\/p\u003e \u003cp\u003eTest Discounts Instead of Prices 522\u003c\/p\u003e \u003cp\u003eCreating the Ad Copy Test 525\u003c\/p\u003e \u003cp\u003eGeneral Guidelines for Statistical Significance 527\u003c\/p\u003e \u003cp\u003eMeasuring the Results of Your Ad Test 529\u003c\/p\u003e \u003cp\u003eMulti-Ad Group Testing 532\u003c\/p\u003e \u003cp\u003eTesting Mobile Ads 534\u003c\/p\u003e \u003cp\u003eTesting Landing Pages to Increase Conversions 535\u003c\/p\u003e \u003cp\u003eTesting Where to Send Traffic 536\u003c\/p\u003e \u003cp\u003eLanding Page Testing Factors 541\u003c\/p\u003e \u003cp\u003eMaking Ads and Landing Pages Work Together 547\u003c\/p\u003e \u003cp\u003eEssential Items to Test First 553\u003c\/p\u003e \u003cp\u003eCreating a Landing Page Test 553\u003c\/p\u003e \u003cp\u003eTesting Profit per Click and Profit per Impression 556\u003c\/p\u003e \u003cp\u003eAdWords Campaign Experiments 559\u003c\/p\u003e \u003cp\u003eBest Practices for Testing Techniques That Will Increase Profits 561\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 16 AdWords Reports: Extracting Actionable Information 563\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChoosing General AdWords Report Settings 564\u003c\/p\u003e \u003cp\u003eCustomizing the Interface 564\u003c\/p\u003e \u003cp\u003eDownloading Your Data 568\u003c\/p\u003e \u003cp\u003eUsing Reports to Optimize Your Account 571\u003c\/p\u003e \u003cp\u003eCampaign Reports 571\u003c\/p\u003e \u003cp\u003eAd Group Performance Report 573\u003c\/p\u003e \u003cp\u003eAd Performance Report 573\u003c\/p\u003e \u003cp\u003eKeyword Report 576\u003c\/p\u003e \u003cp\u003eDisplay Network Reports 579\u003c\/p\u003e \u003cp\u003eDimensions Reports 581\u003c\/p\u003e \u003cp\u003eCreating Custom Alerts 585\u003c\/p\u003e \u003cp\u003eBest Practices for Using AdWords Reports 587\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 17 Step by Step: Creating and Monitoring Your AdWords Account 589\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBefore You Create Your Account 590\u003c\/p\u003e \u003cp\u003eCreating Campaigns 592\u003c\/p\u003e \u003cp\u003eCreating Search Campaigns 593\u003c\/p\u003e \u003cp\u003eCreating Display-Targeted Campaigns 597\u003c\/p\u003e \u003cp\u003eCreating Managed Placements Campaigns 598\u003c\/p\u003e \u003cp\u003eOther Campaign Types 600\u003c\/p\u003e \u003cp\u003eOptimizing Ongoing Campaigns 601\u003c\/p\u003e \u003cp\u003eOptimizing Search Campaigns 601\u003c\/p\u003e \u003cp\u003eManaging Maximize Clicks Campaigns 605\u003c\/p\u003e \u003cp\u003eOptimizing Display Campaigns 606\u003c\/p\u003e \u003cp\u003eOptimizing Managed Placements Campaigns 608\u003c\/p\u003e \u003cp\u003eOptimizing CPM Campaigns 609\u003c\/p\u003e \u003cp\u003eOptimizing Other Campaign Types 611\u003c\/p\u003e \u003cp\u003eCreating an Optimization Schedule 612\u003c\/p\u003e \u003cp\u003eBest Practices for Creating and Managing Your AdWords Account 615\u003c\/p\u003e \u003cp\u003eGlossary 619\u003c\/p\u003e \u003cp\u003eIndex 627\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Computer science [\u003ca title=\"See our other books on Computer science\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Computer%20science%20%5BUY%5D%22\"\u003eUY\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Sybex","offers":[{"title":"Brand New","offer_id":52462971224344,"sku":"9781118819562","price":25.59,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118819562_231976.jpg?v=1785543912","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/advanced-google-adwords-paperback-softback-9781118819562","provider":"Freshly Printed Books","version":"1.0","type":"link"}