LEADER 05451nam 2200697 450 001 9910790930903321 005 20200520144314.0 010 $a1-118-92955-1 010 $a1-118-81964-0 035 $a(CKB)2550000001273007 035 $a(EBL)1666541 035 $a(SSID)ssj0001215001 035 $a(PQKBManifestationID)11682427 035 $a(PQKBTitleCode)TC0001215001 035 $a(PQKBWorkID)11172877 035 $a(PQKB)11548103 035 $a(Au-PeEL)EBL1666541 035 $a(CaPaEBR)ebr10860973 035 $a(CaONFJC)MIL595134 035 $a(OCoLC)895747689 035 $a(CaSebORM)9781118819562 035 $a(MiAaPQ)EBC1666541 035 $a(EXLCZ)992550000001273007 100 $a20140501h20142014 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aAdvanced Google AdWords /$fBrad Geddes ; senior acquisitions editor, Willem Knibbe ; development editor, Kim Wimpsett ; production editor, Dassi Zeidel ; book designer, Franz Baumhackl 205 $aThird edition. 210 1$aIndianapolis, Indiana :$cWiley,$d2014. 210 4$dİ2014 215 $a1 online resource (698 p.) 300 $aIncludes index. 311 $a1-118-81956-X 311 $a1-306-63883-6 327 $aContents; Foreword; Introduction; Chapter 1: Understanding Search Theory; The Origins of Google AdWords; The Psychology of Search; Goal Alignment: Google vs. You vs. the Searcher; Best Practices for Applying Search Theory; Chapter 2: Performing Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Match; Using Advanced Organizational Techniques; Taking Control of Your Ad Display; Best Practices for Conducting Keyword Research; Chapter 3: Keyword Tools: Extracting Valuable Data from Google; AdWords Keyword Planner 327 $aGoogle TrendsBing Ads Intelligence; Best Practices for Using Keyword Tools; Chapter 4: Writing Compelling Ads; Do Your Ads Reflect the Search Query?; Writing Effective Ads; Following Google's Editorial Guidelines; Developing Unique Selling Propositions; Distinguishing Features and Benefits; Employing Themes That Get Clicks; Controlling Your Mobile Ads; Spicing Up Your Ads with Ad Extensions; Showcasing Your Products with PLAs; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising; Best Practices for Writing Compelling Ads 327 $aChapter 5: Creating Landing Pages That Convert Searchers into BuyersDoes Your Landing Page Answer the Searcher's Question?; Everything about Destination URLs; Choosing Landing Pages That Increase Conversion Rates; Employing Usability, Trust, and Web Technology ; Best Practices for Landing Pages; Chapter 6: Learning Advanced Optimization Techniques; Optimizing for Traffic; Optimizing for Conversions; Best Practices for Advanced Optimization Techniques; Chapter 7: Demystifying Quality Score; What Is Quality Score?; Viewing Your Quality Score; Landing Page Quality: Making Your Pages Relevant 327 $aEstimating Your First Page BidUnderstanding the Display Network Quality Score; Diagnosing Your Quality Scores; Increasing Quality Scores; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; AdWords Ad Gallery; Best Practices for Employing Image, Video, and Mobile Ads; Chapter 9: Understanding the Display Network; What Is the Display Network?; Creating a Successful Display Network Campaign 327 $aBlocking Your Ads from Being Shown across the Display NetworkSmart Pricing: Measure Success with Cost per Conversion; Using the Display Planner Tool; Best Practices for the Display Network; Chapter 10: Utilizing Advanced Display Network Techniques; Remarketing: Bringing Visitors Back to Your Site; Flexible Targeting: Mixing and Matching Every Display Targeting Option; Optimizing Your Display Campaigns; Creating Scenarios to Understand and Reach Your Target Audience; Writing Effective Display Ads; Best Practices for Advanced Display Network Advertising 327 $aChapter 11: Utilizing Advanced Geographic Targeting Techniques 330 $aThe ultimate guide to Google AdWords is fully updated for its third edition This 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. The third edition features more than 50 pages of new material and has been completely revised to cover all the changes 606 $aInternet advertising 606 $aInternet marketing 615 0$aInternet advertising. 615 0$aInternet marketing. 676 $a659.144 700 $aGeddes$b Brad$01524941 702 $aKnibbe$b Willem 702 $aWimpsett$b Kim 702 $aZeidel$b Dassi 702 $aBaumhackl$b Franz 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910790930903321 996 $aAdvanced Google AdWords$93766030 997 $aUNINA