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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 | ||
| ||
Advanced google adwords [[electronic resource] /] / Brad Geddes
| Advanced google adwords [[electronic resource] /] / Brad Geddes |
| Autore | Geddes Brad |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Indianapolis, IN, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (611 p.) |
| Disciplina |
658.872
659.14/4 659.144 |
| Soggetto topico |
Internet advertising
Internet merketing Web search engines |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-67586-1
9786613652799 1-118-22769-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Advanced Google AdWords; Contents; Foreword; Introduction; Who Should Read This Book; What You Will Learn; What Is Covered in This Book; The Companion Website; How to Contact the Author; 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: Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Keywords; 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 Tool; Traffic Estimator; Google Trends; Google Insights for Search; Microsoft Advertising Intelligence; Best Practices for Using Keyword Tools; Chapter 4: Writing Compelling Ads; Writing Effective Ads; Following Google's Editorial Guidelines; Developing Unique Selling Propositions; Distinguishing Features and Benefits; Employing Themes That Get Clicks; Spicing Up Your Ads with Ad Extensions; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising Best Practices for Writing Compelling AdsChapter 5: Landing Pages That Convert Searchers into Buyers; Does 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: Advanced Optimization Techniques; Optimizing for Traffic; 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 Bid Understanding the Display Network Quality Score; Creating Highly Relevant Ad Groups; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; Using Google's Display Ad Builder; 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 Smart Pricing: Measure Success with Cost Per Conversion Learning How the Display Network Is Performing for You; Managed Placements: Choosing Which Display Sites Show Your Ads; Best Practices for the Display Network; Chapter 10: Advanced Display Network Techniques; Enhancing Your Display Campaigns; Setting Different Bids by Demographics; Remarketing; Topic and Interest Targeting; Creating Scenarios to Understand and Reach Your Target Audience; Write Effective Display Ads; DoubleClick Ad Planner: Free Access to Expensive Data; Best Practices for Advanced Display Network Usage Chapter 11: Advanced Geographic Targeting |
| Record Nr. | UNINA-9910462552703321 |
|
Geddes Brad
|
||
| Indianapolis, IN, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advanced google adwords [[electronic resource] /] / Brad Geddes
| Advanced google adwords [[electronic resource] /] / Brad Geddes |
| Autore | Geddes Brad |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Indianapolis, IN, : Wiley, 2012 |
| Descrizione fisica | 1 online resource (611 p.) |
| Disciplina |
658.872
659.14/4 659.144 |
| Soggetto topico |
Internet advertising
Internet merketing Web search engines |
| ISBN |
1-118-24058-8
1-280-67586-1 9786613652799 1-118-22769-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Advanced Google AdWords; Contents; Foreword; Introduction; Who Should Read This Book; What You Will Learn; What Is Covered in This Book; The Companion Website; How to Contact the Author; 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: Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Keywords; 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 Tool; Traffic Estimator; Google Trends; Google Insights for Search; Microsoft Advertising Intelligence; Best Practices for Using Keyword Tools; Chapter 4: Writing Compelling Ads; Writing Effective Ads; Following Google's Editorial Guidelines; Developing Unique Selling Propositions; Distinguishing Features and Benefits; Employing Themes That Get Clicks; Spicing Up Your Ads with Ad Extensions; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising Best Practices for Writing Compelling AdsChapter 5: Landing Pages That Convert Searchers into Buyers; Does 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: Advanced Optimization Techniques; Optimizing for Traffic; 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 Bid Understanding the Display Network Quality Score; Creating Highly Relevant Ad Groups; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; Using Google's Display Ad Builder; 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 Smart Pricing: Measure Success with Cost Per Conversion Learning How the Display Network Is Performing for You; Managed Placements: Choosing Which Display Sites Show Your Ads; Best Practices for the Display Network; Chapter 10: Advanced Display Network Techniques; Enhancing Your Display Campaigns; Setting Different Bids by Demographics; Remarketing; Topic and Interest Targeting; Creating Scenarios to Understand and Reach Your Target Audience; Write Effective Display Ads; DoubleClick Ad Planner: Free Access to Expensive Data; Best Practices for Advanced Display Network Usage Chapter 11: Advanced Geographic Targeting |
| Record Nr. | UNINA-9910790156903321 |
|
Geddes Brad
|
||
| Indianapolis, IN, : Wiley, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advanced Google AdWords [[electronic resource] /] / Brad Geddes
| Advanced Google AdWords [[electronic resource] /] / Brad Geddes |
| Autore | Geddes Brad |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, 2010 |
| Descrizione fisica | 1 online resource (555 p.) |
| Disciplina | 659.14/4 |
| Collana | Sybex serious skills |
| Soggetto topico |
Internet advertising
Telecommunication |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-282-54760-7
9786612547607 0-470-64071-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Advanced Google AdWords; About the Author; Contents; Foreword; Introduction; Who Should Read This Book; What Is Covered in This Book; The Companion Website; How to Contact the Author; 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: Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Keywords; Taking Control of Your Ad Display; Best Practices for Conducting Keyword Research
Chapter 3: Keyword Tools: Extracting Valuable Data from GoogleAdWords Keyword Tool; Using Google's Search-Based Keyword Tool; Google Sets; Google Trends; Google Insights for Search; Google Labs and Microsoft adCenter Labs; 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; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising Best Practices for Writing Compelling AdsChapter 5: Landing Pages That Convert Searchers into Buyers; Does 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 to Increase Your Conversion Rates; Best Practices for Landing Pages; Chapter 6: 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 Bid; Understanding the Content Network Quality Score; Creating Highly Relevant Ad Groups; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; Using Google's Display Ad Builder; Best Practices for Employing Image, Video, and Mobile Ads; Chapter 9: Understanding the Content Network What Is the Content Network?Creating a Successful Content Network Campaign; Smart Pricing: Why Cost per Conversion Is the Best Metric to Measure Success; Learning How the Content Network Is Performing for You; Managing Automatic Placements; Placement Targeting: Choosing Which Content Sites Display Your Ads; Best Practices for the Content Network; Chapter 10: Advanced Content Network Techniques; Enhancing Your Content Campaigns; Setting Different Bids By Demographics; Creating Scenarios to Understand and Reach Your Targeted Audience; How to Write Effective Content Ads Google Ad Planner: Free Access to Expensive Data |
| Record Nr. | UNINA-9910459533903321 |
|
Geddes Brad
|
||
| Hoboken, N.J., : Wiley, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advanced Google AdWords [[electronic resource] /] / Brad Geddes
| Advanced Google AdWords [[electronic resource] /] / Brad Geddes |
| Autore | Geddes Brad |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Hoboken, N.J., : Wiley, 2010 |
| Descrizione fisica | 1 online resource (555 p.) |
| Disciplina | 659.14/4 |
| Collana | Sybex serious skills |
| Soggetto topico |
Internet advertising
Telecommunication |
| ISBN |
1-282-54760-7
9786612547607 0-470-64071-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Advanced Google AdWords; About the Author; Contents; Foreword; Introduction; Who Should Read This Book; What Is Covered in This Book; The Companion Website; How to Contact the Author; 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: Keyword Research; Understanding the Buying Funnel; Understanding Keywords; Discerning Keyword Match Types; Using Negative Keywords; Taking Control of Your Ad Display; Best Practices for Conducting Keyword Research
Chapter 3: Keyword Tools: Extracting Valuable Data from GoogleAdWords Keyword Tool; Using Google's Search-Based Keyword Tool; Google Sets; Google Trends; Google Insights for Search; Google Labs and Microsoft adCenter Labs; 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; Following the Law: Trademarks; The Quest for the Holy Grail of Advertising Best Practices for Writing Compelling AdsChapter 5: Landing Pages That Convert Searchers into Buyers; Does 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 to Increase Your Conversion Rates; Best Practices for Landing Pages; Chapter 6: 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 Bid; Understanding the Content Network Quality Score; Creating Highly Relevant Ad Groups; What to Do if Your Quality Score Drops; Quality Score FAQs; Best Practices for Optimizing Quality Scores; Chapter 8: Beyond Text: Image, Video, and Mobile Ads; Beyond the Desktop: Creating Mobile Ads; Beyond Static Text: Creating Rich Media Ads; Using Google's Display Ad Builder; Best Practices for Employing Image, Video, and Mobile Ads; Chapter 9: Understanding the Content Network What Is the Content Network?Creating a Successful Content Network Campaign; Smart Pricing: Why Cost per Conversion Is the Best Metric to Measure Success; Learning How the Content Network Is Performing for You; Managing Automatic Placements; Placement Targeting: Choosing Which Content Sites Display Your Ads; Best Practices for the Content Network; Chapter 10: Advanced Content Network Techniques; Enhancing Your Content Campaigns; Setting Different Bids By Demographics; Creating Scenarios to Understand and Reach Your Targeted Audience; How to Write Effective Content Ads Google Ad Planner: Free Access to Expensive Data |
| Record Nr. | UNINA-9910792352703321 |
|
Geddes Brad
|
||
| Hoboken, N.J., : Wiley, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising on Google [[electronic resource] ] : the high performance cookbook / / Kristina Cutura
| Advertising on Google [[electronic resource] ] : the high performance cookbook / / Kristina Cutura |
| Autore | Cutura Kristina |
| Pubbl/distr/stampa | Birmingham, : Packt Pub., 2013 |
| Descrizione fisica | 1 online resource (372 p.) |
| Collana | Enterprise : professional expertise distilled |
| Soggetto topico | Internet advertising |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-84968-585-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910452759203321 |
|
Cutura Kristina
|
||
| Birmingham, : Packt Pub., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising on Google [[electronic resource] ] : the high performance cookbook / / Kristina Cutura
| Advertising on Google [[electronic resource] ] : the high performance cookbook / / Kristina Cutura |
| Autore | Cutura Kristina |
| Pubbl/distr/stampa | Birmingham, : Packt Pub., 2013 |
| Descrizione fisica | 1 online resource (372 p.) |
| Collana | Enterprise : professional expertise distilled |
| Soggetto topico | Internet advertising |
| ISBN | 1-84968-585-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910779889503321 |
|
Cutura Kristina
|
||
| Birmingham, : Packt Pub., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Advertising on Google : the high performance cookbook / / Kristina Cutura
| Advertising on Google : the high performance cookbook / / Kristina Cutura |
| Autore | Cutura Kristina |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Birmingham, : Packt Pub., 2013 |
| Descrizione fisica | 1 online resource (372 p.) |
| Disciplina | 659.144 |
| Collana | Enterprise : professional expertise distilled |
| Soggetto topico | Internet advertising |
| ISBN |
9781849685856
1849685851 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Advertising on Google: The High Performance Cookbook -- Table of Contents -- Advertising on Google: The High Performance Cookbook -- Credits -- About the Author -- About the Reviewers -- www.PacktPub.com -- Support files, eBooks, discount offers and more -- Why Subscribe? -- Free Access for Packt account holders -- Instant Updates on New Packt Books -- Preface -- What this book covers -- What you need for this book -- Who this book is for -- Conventions -- Reader feedback -- Customer support -- Errata -- Piracy -- Questions -- 1. Researching the Market and Competition and Setting Goals -- Introduction -- Focusing on relevance -- Getting ready -- How to do it... -- How it works... -- See also -- Identifying your competitors using Google search results -- Getting ready -- How to do it... -- There's more... -- See also -- Using third-party tools to research competitors -- Getting ready -- How to do it... -- How it works... -- There's more... -- Analyzing budgets and bids to determine market saturation -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Setting advertising goals -- Getting ready -- How to do it... -- There's more... -- See also -- Predicting if AdWords will be profitable and calculating potential returns -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- 2. Setting up Your Account -- Introduction -- Creating an AdWords account -- Getting ready -- How to do it... -- There's more... -- See also -- Determining the right billing option for your needs -- Getting ready -- How to do it... -- There's more... -- See also -- Inviting other users to access your account -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Changing user access levels or removing users -- How to do it.. -- There's more... -- See also.
Enabling auto tagging at the account level -- How to do it.. -- How it works... -- There's more... -- See also -- Changing your notification settings -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- 3. Tracking beyond the Click -- Introduction -- Linking AdWords to Google Analytics -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Creating a conversion goal in AdWords to track leads or sales -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Importing goals from Google Analytics into AdWords -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Verifying that conversion tracking is working -- Getting ready -- How to do it... -- Check the source code -- Wait for conversions to occur -- Complete a test conversion -- How it works... -- There's more... -- See also -- Analyzing how long it takes to convert customers -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Analyzing assist clicks and impressions -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Analyzing AdWords data in Google Analytics -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Analyzing time on site data and bounce rates -- Getting ready -- How to do it... -- There's more... -- See also -- 4. Structuring Your Account -- Introduction -- Planning account structure -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Common ways to structure campaigns -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Deciding where to show your ads -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Device targeting options. Getting ready -- How to do it... -- How it works... -- See also -- Choosing which locations to target -- Getting ready -- How to do it... -- How it works... -- See also -- Excluding locations from seeing your ads -- Getting ready -- How to do it... -- How it works... -- See also -- Selecting target languages -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Creating themed ad groups -- Getting ready -- Recommended ad group structure -- Poor ad group structure -- How to do it... -- How it works... -- There's more... -- See also -- Renaming campaigns and ad groups -- Getting ready -- How to do it... -- There's more... -- See also -- 5. Creating Relevant Keywords -- Introduction -- Using keyword matching options effectively -- How to do it… -- How it works… -- There's more… -- See also -- Finding relevant keywords -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Analyzing competitor keywords from spyfu.com and similar tools -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Generating negative keywords -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Identifying keyword duplicates -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Multiplying keyword phrases -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Changing broad keywords to broad match modifiers -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Adding new keywords to an existing ad group -- Getting ready -- How to do it… -- See also -- Editing, pausing, or deleting keywords -- Getting ready -- How to do it… -- How it works… -- See also -- 6. Writing Compelling Ads -- Introduction -- Researching competitors' ads -- Getting ready -- How to do it. How it works... -- There's more… -- See also -- Setting campaign ad rotation -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Creating effective ads -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Choosing landing pages -- Getting ready -- How to do it… -- Pick a URL that best matches your keywords -- Make sure your landing page is conversion friendly -- How it works… -- There's more… -- See also -- Implementing dynamic keyword insertion in ads -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Avoiding common ad copy mistakes -- How to do it… -- How it works… -- See also -- Split testing ad copy -- Getting ready -- How to do it… -- How it works… -- There's more… -- See also -- Editing your ad text -- How to do it… -- How it works… -- See also -- Pausing or deleting ads -- Getting ready -- How to do it… -- How it works… -- See also -- 7. Budgets and Bidding -- Introduction -- Setting and adjusting campaign budgets -- Getting ready -- How to do it... -- How it works... -- There's more… -- See also -- Evaluating your current budget and potential impact of budget changes -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Setting and adjusting ad group level bids -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Setting and adjusting keyword level bids -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Enabling enhanced bidding -- Getting ready -- How to do it... -- How it works... -- See also -- Enabling Conversion Optimizer -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Adjusting CPA bids -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also. Setting separate bids for calls -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Predicting impact of bid changes using the Bid Simulator -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Modifying mobile bids -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Adjusting location bids -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Adjusting bids based on the day of the week and time of day -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- 8. Running Display Ads -- Introduction -- Creating an automatic placements campaign -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Creating a managed placements campaign -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Researching and adding display placements -- Getting ready -- How to do it... -- How it works... -- See also -- Targeting display sites based on topics -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Excluding irrelevant and poorly performing placements -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Avoid displaying your ads on certain pages -- Getting ready -- How to do it... -- How it works... -- See also -- Excluding categories of sites and potentially sensitive topics -- Getting ready -- How to do it... -- How it works... -- See also -- Adding image ads to display campaigns -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also -- Creating rich image ads with Display Ad Builder -- Getting ready -- How to do it... -- How it works... -- There's more... -- See also. Analyzing relative CTR to benchmark display performance. |
| Record Nr. | UNINA-9910968537503321 |
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Cutura Kristina
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| Birmingham, : Packt Pub., 2013 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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