{"product_id":"pay-per-click-search-engine-marketing-an-hour-a-day-paperback-softback-9780470488676","title":"Pay-Per-Click Search Engine Marketing; An Hour a Day (Paperback \/ softback) 9780470488676","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003ePay-Per-Click Search Engine Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eAn Hour a Day\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eDavid Szetela (Author), Joseph Kerschbaum (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470488676, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 23 July 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e432 pages\u003cbr\u003e23.4 x 18.8 x 2.4 cm, 0.644 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\u003cp\u003eThe complete guide to a winning pay-per-click marketing campaign\u003c\/p\u003e \u003cp\u003ePay-per-click advertising-the \"sponsored results\" on search engine results pages-is increasingly being used to drive traffic to websites. Marketing and advertising professionals looking for a hands-on, task-based guide to every stage of creating and managing a winning PPC campaign will get the step-by-step instruction they need in this detailed guide.\u003c\/p\u003e \u003cp\u003eUsing the popular \u003ci\u003eAn Hour A Day\u003c\/i\u003e format, this book helps you avoid the pitfalls and plan, develop, implement, manage, and monitor a PPC campaign that gets results.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eSuccessful pay-per-click campaigns are a key component of online marketing\u003c\/li\u003e \u003cli\u003eThis guide breaks the project down into manageable tasks, valuable for the small-business owner as well as for marketing officers and consultants\u003c\/li\u003e \u003cli\u003eExplains core PPC concepts, industry trends, and the mechanics that make a campaign work\u003c\/li\u003e \u003cli\u003eShows how to perform keyword research, structure campaigns, and understand campaign settings and various pricing models\u003c\/li\u003e \u003cli\u003eDiscusses how to write ads, develop and test landing pages, use ad groups, and leverage Google's content network\u003c\/li\u003e \u003cli\u003eCovers launching a campaign, bidding for position, monitoring, gathering results, and interpreting and acting on the data collected\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003ePay-Per-Click Search Engine Marketing: An Hour a Day\u003c\/i\u003e provides the tools to make the most of this important marketing method.\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 The Art and Science of PPC Advertising 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePPC and Direct Advertising Fundamentals 2\u003c\/p\u003e \u003cp\u003eComponents of a Successful PPC Campaign 5\u003c\/p\u003e \u003cp\u003eKeywords 6\u003c\/p\u003e \u003cp\u003eAds 6\u003c\/p\u003e \u003cp\u003eBid Prices 7\u003c\/p\u003e \u003cp\u003eLanding Pages 8\u003c\/p\u003e \u003cp\u003eConversion Path 10\u003c\/p\u003e \u003cp\u003ePPC Campaign Uses 10\u003c\/p\u003e \u003cp\u003eThe Science of PPC 11\u003c\/p\u003e \u003cp\u003eThe Art of PPC 12\u003c\/p\u003e \u003cp\u003eThe State of the PPC Industry 13\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 How the PPC Machine Works 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThink Like a Search Engine 18\u003c\/p\u003e \u003cp\u003eHow and Where Ads Appear on SERPs 19\u003c\/p\u003e \u003cp\u003eHow Advertisements Are Triggered 20\u003c\/p\u003e \u003cp\u003eHow Advertisements Are Ranked 21\u003c\/p\u003e \u003cp\u003eHow Keyword Match Types Work 27\u003c\/p\u003e \u003cp\u003eHow Ads Appear on the Google Content Network 30\u003c\/p\u003e \u003cp\u003eAfter the Click 33\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Core PPC Skills and Objectives 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLearn Scientific Advertising and Ad Copywriting 38\u003c\/p\u003e \u003cp\u003eKnow Thy Customer 40\u003c\/p\u003e \u003cp\u003eAsk the Right Questions 40\u003c\/p\u003e \u003cp\u003eHow Do Potential Customers Search? 41\u003c\/p\u003e \u003cp\u003eWhat If There’s No Search? 45\u003c\/p\u003e \u003cp\u003eWhat’s Your PPC Strategy? 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Month 1—Research Keywords and Establish Campaign Structure 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 1: Research Keywords 50\u003c\/p\u003e \u003cp\u003eMonday: Defining Personas 50\u003c\/p\u003e \u003cp\u003eTuesday: Using Keyword Research Tools 51\u003c\/p\u003e \u003cp\u003eWednesday: Using Your Best Keyword Source—Your Intuition, and Reports 60\u003c\/p\u003e \u003cp\u003eThursday: Permuting and Concatenating 62\u003c\/p\u003e \u003cp\u003eFriday: Researching Your Competitor’s Keywords 63\u003c\/p\u003e \u003cp\u003eWeek 2: Create Your Campaign Structure 68\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Planning Your Campaign and Ad Group Structure 69\u003c\/p\u003e \u003cp\u003eWednesday: Determining the Number and Granularity of Ad Groups 75\u003c\/p\u003e \u003cp\u003eThursday: Getting Acquainted with AdWords Editor 77\u003c\/p\u003e \u003cp\u003eFriday: Building Out the Campaign 78\u003c\/p\u003e \u003cp\u003eWeek 3: Adjust Campaign Settings 78\u003c\/p\u003e \u003cp\u003eMonday: Setting Budgets and Delivery Methods 79\u003c\/p\u003e \u003cp\u003eTuesday and Wednesday: Setting Your Bidding Strategy and Options 81\u003c\/p\u003e \u003cp\u003eThursday: Targeting Networks and Devices 82\u003c\/p\u003e \u003cp\u003eFriday: Using Ad Scheduling and Geo-Targeting 84\u003c\/p\u003e \u003cp\u003eWeek 4: Use Conversion Tracking and Set Click Pricing 89\u003c\/p\u003e \u003cp\u003eMonday: Setting Up Conversion Tracking 89\u003c\/p\u003e \u003cp\u003eTuesday: Setting Up Google Analytics 90\u003c\/p\u003e \u003cp\u003eWednesday: Testing Conversion Tracking 91\u003c\/p\u003e \u003cp\u003eThursday: Determining Your Starting Keyword Bids 91\u003c\/p\u003e \u003cp\u003eFriday: Setting Keyword Bids 95\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Month 2—Create Great PPC Ads 97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 5: Take Stock of Your Advantages 98\u003c\/p\u003e \u003cp\u003eMonday: Surveying Your Competition 99\u003c\/p\u003e \u003cp\u003eTuesday and Wednesday: Listing Your Own Advantages and Benefits 99\u003c\/p\u003e \u003cp\u003eThursday: Creating Causes for Urgency 101\u003c\/p\u003e \u003cp\u003eFriday: Collecting Your Resources 102\u003c\/p\u003e \u003cp\u003eWeek 6: Write Right 103\u003c\/p\u003e \u003cp\u003eMonday: The Fundamentals 103\u003c\/p\u003e \u003cp\u003eTuesday: The Headline—The Most Important Characters 107\u003c\/p\u003e \u003cp\u003eWednesday: Line 1—Features and Benefits 108\u003c\/p\u003e \u003cp\u003eThursday: Line 2—Urgent Calls to Action 109\u003c\/p\u003e \u003cp\u003eFriday: The Display URL 109\u003c\/p\u003e \u003cp\u003eWeek 7: Explore Industry Examples 110\u003c\/p\u003e \u003cp\u003eMonday: The Single-Product Retailer 111\u003c\/p\u003e \u003cp\u003eTuesday: The Multiple-Product Retailer 111\u003c\/p\u003e \u003cp\u003eWednesday: The B2B Service Provider 112\u003c\/p\u003e \u003cp\u003eThursday: The Professional Services Provider 112\u003c\/p\u003e \u003cp\u003eFriday: The Financial Services Provider 113\u003c\/p\u003e \u003cp\u003eWeek 8: Understand Ads for the Content Network 113\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Writing Contextual Text Ads 114\u003c\/p\u003e \u003cp\u003eGood-Better-Best 116\u003c\/p\u003e \u003cp\u003eWednesday: Writing Static Banner Ads 117\u003c\/p\u003e \u003cp\u003eThursday: Creating Animated Banner Ads 122\u003c\/p\u003e \u003cp\u003eFriday: Advertising on YouTube 124\u003c\/p\u003e \u003cp\u003eFriday Night: Taking Stock 126\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Month 3—Design Effective Landing Pages 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 9: Understand the Differences between Site Pages and Landing Pages 128\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: One Store, Many Entrances 129\u003c\/p\u003e \u003cp\u003eWednesday: The ADHD Site Visitor 131\u003c\/p\u003e \u003cp\u003eThursday: The Golden Triangle 132\u003c\/p\u003e \u003cp\u003eFriday: The Risky Business of Landing Page Links 133\u003c\/p\u003e \u003cp\u003eWeek 10: Create the Mock-up 133\u003c\/p\u003e \u003cp\u003eMonday: Start with the Golden Triangle 134\u003c\/p\u003e \u003cp\u003eTuesday: Bullet Points, Not Paragraphs 134\u003c\/p\u003e \u003cp\u003eWednesday: The Hero Shot 135\u003c\/p\u003e \u003cp\u003eThursday: Action, Trust, and Privacy 136\u003c\/p\u003e \u003cp\u003eFriday: Sample B2C and B2B Mock-ups 137\u003c\/p\u003e \u003cp\u003eWeek 11: Lay It All Out 139\u003c\/p\u003e \u003cp\u003eMonday: If It’s Not Helping, It’s Hurting 140\u003c\/p\u003e \u003cp\u003eTuesday and Wednesday: Form Design 140\u003c\/p\u003e \u003cp\u003eThursday: Error Trapping and Handling 142\u003c\/p\u003e \u003cp\u003eFriday: Spouse Testing before Deployment 144\u003c\/p\u003e \u003cp\u003eWeek 12: Design for Testing 145\u003c\/p\u003e \u003cp\u003eMonday: Decide on Test Elements 145\u003c\/p\u003e \u003cp\u003eTuesday: Headlines, Subheadlines, and Hero Shots 146\u003c\/p\u003e \u003cp\u003eWednesday: Action Buttons, Bullet Points, and Form Elements 147\u003c\/p\u003e \u003cp\u003eThursday: Testing Never Stops 148\u003c\/p\u003e \u003cp\u003eFriday: Simple A\/B Testing 148\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Month 4—Advertise on the Google Content Network 151\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 13: Understand Google Contextual Advertising 152\u003c\/p\u003e \u003cp\u003eMonday: Ad Types and Sizes 152\u003c\/p\u003e \u003cp\u003eTuesday: Ad Formats 156\u003c\/p\u003e \u003cp\u003eWednesday and Thursday: Why Search Ads Don’t Work on the Content Network 158\u003c\/p\u003e \u003cp\u003eFriday: Demand Generation vs Search Satisfaction 161\u003c\/p\u003e \u003cp\u003eWeek 14: Build Keyword-Targeted Ad Groups 161\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Why Keywords Are Different 162\u003c\/p\u003e \u003cp\u003eWednesday: Building Your Keyword List 165\u003c\/p\u003e \u003cp\u003eThursday: Demographic Bidding 170\u003c\/p\u003e \u003cp\u003eFriday: Ad-Frequency Capping 171\u003c\/p\u003e \u003cp\u003eWeek 15: Build Placement-Targeted Ad Groups 173\u003c\/p\u003e \u003cp\u003eMonday: Placement Targeting 173\u003c\/p\u003e \u003cp\u003eTuesday: Choosing Sites and Placements with the Placement Tool 174\u003c\/p\u003e \u003cp\u003eWednesday: Other Tools for Choosing Sites for Placements 178\u003c\/p\u003e \u003cp\u003eThursday: Bidding Considerations 181\u003c\/p\u003e \u003cp\u003eFriday: Separating Ad Types into Ad Groups 183\u003c\/p\u003e \u003cp\u003eWeek 16: Launch and Refine Your Content Campaign 184\u003c\/p\u003e \u003cp\u003eMonday: Flipping the Switch—Campaign-Management Checklist 184\u003c\/p\u003e \u003cp\u003eTuesday: Placement Performance Report 185\u003c\/p\u003e \u003cp\u003eWednesday: Site and Category Exclusion 186\u003c\/p\u003e \u003cp\u003eThursday: Enhanced Ad Groups 187\u003c\/p\u003e \u003cp\u003eFriday: Flipping the Switch (Again) and Judging Performance 188\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Month 5—Launch Your Campaign 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 17: Bid Your Brands 190\u003c\/p\u003e \u003cp\u003eMonday: Your Brand May Be Weaker than You Think 191\u003c\/p\u003e \u003cp\u003eTuesday: Brand and Domain Name Variations 193\u003c\/p\u003e \u003cp\u003eWednesday: URL Variations 195\u003c\/p\u003e \u003cp\u003eThursday: Competitor Legal and Ethical Issues 196\u003c\/p\u003e \u003cp\u003eFriday: Competitor-Name Ad Groups 197\u003c\/p\u003e \u003cp\u003eWeek 18: Make Prelaunch Double-Checks 198\u003c\/p\u003e \u003cp\u003eMonday: Budgets and Bid Prices 198\u003c\/p\u003e \u003cp\u003eTuesday: Campaign Settings 199\u003c\/p\u003e \u003cp\u003eWednesday: Keywords—The Broad-Match Stomp 200\u003c\/p\u003e \u003cp\u003eThursday: Verify Ad Destination URLs 202\u003c\/p\u003e \u003cp\u003eFriday: Launching Initial Ad Testing 202\u003c\/p\u003e \u003cp\u003eWeek 19: Flip the Switch 205\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Launching All Your Campaigns at Once? 206\u003c\/p\u003e \u003cp\u003eWednesday: Are Your CTRs High Enough? 207\u003c\/p\u003e \u003cp\u003eThursday and Friday: Are You Reaching Your Target Conversion Rates and Costs? 208\u003c\/p\u003e \u003cp\u003eWeek 20: Perform Early Course-Correction 209\u003c\/p\u003e \u003cp\u003eMonday: Activating Additional Ad Groups 209\u003c\/p\u003e \u003cp\u003eTuesday: Adjusting Ad Group and Keyword Bids 209\u003c\/p\u003e \u003cp\u003eWednesday: Adding Keyword Variations to Winning Ad Groups 210\u003c\/p\u003e \u003cp\u003eThursday and Friday: Adjusting Campaign Budget Limits 212\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Month 6—Optimize Your Campaign 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 21: Review Your Top-Level Reports 216\u003c\/p\u003e \u003cp\u003eMonday: Campaign and Ad Group Reports 217\u003c\/p\u003e \u003cp\u003eTuesday: Network Distribution Reports 220\u003c\/p\u003e \u003cp\u003eWednesday: Ad Performance Reports 222\u003c\/p\u003e \u003cp\u003eThursday: URL Performance Reports 223\u003c\/p\u003e \u003cp\u003eFriday: Placement\/Keyword Performance Reports 223\u003c\/p\u003e \u003cp\u003eWeek 22: Review Your Deep-Level Reports 226\u003c\/p\u003e \u003cp\u003eMonday: Search Query Reports 226\u003c\/p\u003e \u003cp\u003eTuesday: Impression Share Reports 229\u003c\/p\u003e \u003cp\u003eWednesday: Geographic Performance Reports 231\u003c\/p\u003e \u003cp\u003eThursday: Placement Performance Reports 233\u003c\/p\u003e \u003cp\u003eFriday: Reach and Frequency Performance Reports 236\u003c\/p\u003e \u003cp\u003eWeek 23: Create Additional Useful Reports 236\u003c\/p\u003e \u003cp\u003eMonday: Quality Score Reports 236\u003c\/p\u003e \u003cp\u003eTuesday: Demographic Performance Reports 236\u003c\/p\u003e \u003cp\u003eWednesday and Thursday: Google Analytics Reports 237\u003c\/p\u003e \u003cp\u003eFriday: The My Change History Report 238\u003c\/p\u003e \u003cp\u003eWeek 24: Act on Your Data and Optimize Your Account 239\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Improving Your CTR 239\u003c\/p\u003e \u003cp\u003eWednesday: Improving Your Quality Score 241\u003c\/p\u003e \u003cp\u003eThursday and Friday: Improving Your Conversion Rate 242\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Month 7—Test Ads by Using Advanced Techniques 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 25: Implement Advanced Text Ad Design 248\u003c\/p\u003e \u003cp\u003eMonday: Google Dynamic Keyword Insertion 248\u003c\/p\u003e \u003cp\u003eTuesday: Ad Sitelinks 253\u003c\/p\u003e \u003cp\u003eWednesday: Product Extensions 256\u003c\/p\u003e \u003cp\u003eThursday: Product Listings 257\u003c\/p\u003e \u003cp\u003eFriday: Local Extensions 259\u003c\/p\u003e \u003cp\u003eWeek 26: Insert Ad Text Symbols 261\u003c\/p\u003e \u003cp\u003eMonday: Bullets and Squares 262\u003c\/p\u003e \u003cp\u003eTuesday and Wednesday: Multiple Characters in One 262\u003c\/p\u003e \u003cp\u003eThursday and Friday: Non-English Punctuation and Random Characters 263\u003c\/p\u003e \u003cp\u003eWeek 27: Use Google Content Nontext Ads 263\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Static and Animated Banner Ads 264\u003c\/p\u003e \u003cp\u003eWednesday: Video Ads 266\u003c\/p\u003e \u003cp\u003eThursday: Mobile Banners 270\u003c\/p\u003e \u003cp\u003eFriday: Banner Fatigue and Ad Rotation 272\u003c\/p\u003e \u003cp\u003eWeek 28: Perform Advanced Ad Testing 273\u003c\/p\u003e \u003cp\u003eMonday: Set Up Split Tests 273\u003c\/p\u003e \u003cp\u003eTuesday: Know What to Split Test 275\u003c\/p\u003e \u003cp\u003eWednesday and Thursday: Conduct Initial A\/B Split Testing 278\u003c\/p\u003e \u003cp\u003eFriday: Reflect on the Outcome of the Test 283\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Month 8—Test and Optimize Landing Pages 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWeek 29: Plan Your Tests 286\u003c\/p\u003e \u003cp\u003eMonday: Prioritizing Test Elements 286\u003c\/p\u003e \u003cp\u003eTuesday: Testing Headlines 286\u003c\/p\u003e \u003cp\u003eWednesday: Testing Body Copy 288\u003c\/p\u003e \u003cp\u003eThursday: Testing Offers 290\u003c\/p\u003e \u003cp\u003eFriday: Testing Other Elements of Your Landing Page 290\u003c\/p\u003e \u003cp\u003eWeek 30: Use Google Website Optimizer 294\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Introducing Google Website Optimizer 294\u003c\/p\u003e \u003cp\u003eWednesday and Thursday: Tagging Pages for Google Website Optimizer 296\u003c\/p\u003e \u003cp\u003eFriday: Validating Your Pages 298\u003c\/p\u003e \u003cp\u003eWeek 31: Conduct A\/B and Multivariate Tests 298\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Using A\/B Split Testing 298\u003c\/p\u003e \u003cp\u003eWednesday and Thursday: Using Multivariate Testing 300\u003c\/p\u003e \u003cp\u003eFriday: Choosing the Right Test Method 302\u003c\/p\u003e \u003cp\u003eWeek 32: Report and Interpret Results 302\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Reporting in Google Website Optimizer 303\u003c\/p\u003e \u003cp\u003eWednesday and Thursday: Interpreting Test Results 305\u003c\/p\u003e \u003cp\u003eFriday: Reaching the End of Your Landing Page Testing 305\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Month 9—Migrate Your Campaign to Microsoft and Yahoo! 307\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhy Yahoo! Search Marketing and Microsoft adCenter Matter 308\u003c\/p\u003e \u003cp\u003eDifferent Look, Same Strategy 309\u003c\/p\u003e \u003cp\u003eWeek 33: Understand YSM Differences and Advantages 309\u003c\/p\u003e \u003cp\u003eMonday: Standard and Advanced Match Types 309\u003c\/p\u003e \u003cp\u003eTuesday: Geo-targeting 311\u003c\/p\u003e \u003cp\u003eWednesday: Ad Types and Lengths 314\u003c\/p\u003e \u003cp\u003eThursday: Ad Scheduling 316\u003c\/p\u003e \u003cp\u003eFriday: Demographic Targeting 320\u003c\/p\u003e \u003cp\u003eWeek 34: Understand Microsoft adCenter Differences and Advantages 323\u003c\/p\u003e \u003cp\u003eMonday: Keyword Match Types 324\u003c\/p\u003e \u003cp\u003eTuesday: Geo-targeting 324\u003c\/p\u003e \u003cp\u003eWednesday: Ad Types and Lengths 326\u003c\/p\u003e \u003cp\u003eThursday: Ad Scheduling 330\u003c\/p\u003e \u003cp\u003eFriday: Demographic Targeting 331\u003c\/p\u003e \u003cp\u003eWeek 35: Create Google AdWord Exports 333\u003c\/p\u003e \u003cp\u003eMonday and Tuesday: Creating the Root CSV from AdWords Editor 333\u003c\/p\u003e \u003cp\u003eWednesday and Thursday: Creating the Root CSV from Yahoo! 335\u003c\/p\u003e \u003cp\u003eFriday: Creating the Root CSV from adCenter 335\u003c\/p\u003e \u003cp\u003eWeek 36: Upload and Fine-Tune 336\u003c\/p\u003e \u003cp\u003eMonday: Uploading into Yahoo! 336\u003c\/p\u003e \u003cp\u003eTuesday: Troubleshooting Yahoo! Import Problems 338\u003c\/p\u003e \u003cp\u003eWednesday: Uploading into adCenter 340\u003c\/p\u003e \u003cp\u003eThursday and Friday: Reviewing Campaign Uploads 340\u003c\/p\u003e \u003cp\u003eAppendix A Advanced AdWords Editor 343\u003c\/p\u003e \u003cp\u003eWhat Is AdWords Editor? 344\u003c\/p\u003e \u003cp\u003eGetting Started 344\u003c\/p\u003e \u003cp\u003eOpening and Downloading Your Account 345\u003c\/p\u003e \u003cp\u003eDownloading Campaign Statistics 346\u003c\/p\u003e \u003cp\u003eUploading Your Changes 346\u003c\/p\u003e \u003cp\u003eNavigating, Editing, and Expanding Your Campaigns 348\u003c\/p\u003e \u003cp\u003eSaving Time with AdWords Editor 356\u003c\/p\u003e \u003cp\u003eFind and Replace 357\u003c\/p\u003e \u003cp\u003eDetailed Ad Text Changes 357\u003c\/p\u003e \u003cp\u003eSpreadsheets Are Still Important 359\u003c\/p\u003e \u003cp\u003eBackup Files (AEA) 359\u003c\/p\u003e \u003cp\u003eExport Changes (AES) 359\u003c\/p\u003e \u003cp\u003eExport Spreadsheet (CSV) 359\u003c\/p\u003e \u003cp\u003eGlobal Edits 359\u003c\/p\u003e \u003cp\u003eUpload to Yahoo! or MSN 360\u003c\/p\u003e \u003cp\u003eImport Changes 360\u003c\/p\u003e \u003cp\u003eWorking with General Tools 360\u003c\/p\u003e \u003cp\u003eFind Duplicate Keywords Tool 360\u003c\/p\u003e \u003cp\u003eKeyword Grouper 361\u003c\/p\u003e \u003cp\u003eKeyword Opportunities 362\u003c\/p\u003e \u003cp\u003eAppendix B Facebook PPC 363\u003c\/p\u003e \u003cp\u003eGetting Started 364\u003c\/p\u003e \u003cp\u003eTargeting Facebook Ads 366\u003c\/p\u003e \u003cp\u003eManaging and Reporting 371\u003c\/p\u003e \u003cp\u003eUsing Facebook Ad-Performance Reports 373\u003c\/p\u003e \u003cp\u003eIndex 379\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Internet guides \u0026amp; online services [\u003ca title=\"See our other books on Internet guides \u0026amp; online services\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Internet%20guides%20\u0026amp;%20online%20services%20%5BUDB%5D%22\"\u003eUDB\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":52501428044056,"sku":"9780470488676","price":18.68,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470488676.jpg?v=1786237921","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/pay-per-click-search-engine-marketing-an-hour-a-day-paperback-softback-9780470488676","provider":"Freshly Printed Books","version":"1.0","type":"link"}