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Advanced Google AdWords / / Brad Geddes ; senior acquisitions editor, Willem Knibbe ; development editor, Kim Wimpsett ; production editor, Dassi Zeidel ; book designer, Franz Baumhackl
| Advanced Google AdWords / / Brad Geddes ; senior acquisitions editor, Willem Knibbe ; development editor, Kim Wimpsett ; production editor, Dassi Zeidel ; book designer, Franz Baumhackl |
| Autore | Geddes Brad |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Indianapolis, Indiana : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (698 p.) |
| Disciplina | 659.144 |
| Soggetto topico |
Internet advertising
Internet marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-118-92955-1
1-118-81964-0 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; 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
Google 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 Chapter 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 Estimating 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 Blocking 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 Chapter 11: Utilizing Advanced Geographic Targeting Techniques |
| Record Nr. | UNINA-9910453438103321 |
Geddes Brad
|
||
| Indianapolis, Indiana : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advanced Google AdWords / / Brad Geddes ; senior acquisitions editor, Willem Knibbe ; development editor, Kim Wimpsett ; production editor, Dassi Zeidel ; book designer, Franz Baumhackl
| Advanced Google AdWords / / Brad Geddes ; senior acquisitions editor, Willem Knibbe ; development editor, Kim Wimpsett ; production editor, Dassi Zeidel ; book designer, Franz Baumhackl |
| Autore | Geddes Brad |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Indianapolis, Indiana : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (698 p.) |
| Disciplina | 659.144 |
| Soggetto topico |
Internet advertising
Internet marketing |
| ISBN |
1-118-92955-1
1-118-81964-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; 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
Google 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 Chapter 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 Estimating 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 Blocking 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 Chapter 11: Utilizing Advanced Geographic Targeting Techniques |
| Record Nr. | UNINA-9910790930903321 |
|
Geddes Brad
|
||
| Indianapolis, Indiana : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advanced Google AdWords / / Brad Geddes ; senior acquisitions editor, Willem Knibbe ; development editor, Kim Wimpsett ; production editor, Dassi Zeidel ; book designer, Franz Baumhackl
| Advanced Google AdWords / / Brad Geddes ; senior acquisitions editor, Willem Knibbe ; development editor, Kim Wimpsett ; production editor, Dassi Zeidel ; book designer, Franz Baumhackl |
| Autore | Geddes Brad |
| Edizione | [Third edition.] |
| Pubbl/distr/stampa | Indianapolis, Indiana : , : Wiley, , 2014 |
| Descrizione fisica | 1 online resource (698 p.) |
| Disciplina | 659.144 |
| Soggetto topico |
Internet advertising
Internet marketing |
| ISBN |
1-118-92955-1
1-118-81964-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Contents; 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
Google 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 Chapter 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 Estimating 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 Blocking 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 Chapter 11: Utilizing Advanced Geographic Targeting Techniques |
| Record Nr. | UNINA-9910813329003321 |
|
Geddes Brad
|
||
| Indianapolis, Indiana : , : Wiley, , 2014 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||