Advertising on Google : the high performance cookbook / / Kristina Cutura

• Autore: Cutura Kristina
• Pubblicazione: Birmingham, : Packt Pub., 2013
• Edizione: 1st ed.
• Descrizione fisica: 1 online resource (372 p.)
• Disciplina: 659.144
• Soggetto topico: Internet advertising
• Note generali: Includes index.; "Over 120 practical recipes to set up, optimize, and manage profitable AdWords campaigns."
• 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.
• Sommario/riassunto: This book contains practical recipes on everything from creating an Adwords account, reporting, analyzing, bidding effectively to remarketing. The book is a guide to getting hands-on experience in Adwords strategies. It is extensively focussed on helping you build an Adwords account, which appeals to the visitors and attracts more clicks!This book is great for the users, who are ready to start using Adwords, as well as for experienced advertisers, who are looking to take their accounts to the next level. Just create an Adwords account and run ad campaigns to take advantage of the hands-on recipes.
• Titolo autorizzato: Advertising on Google
• ISBN: 9781849685856; 1849685851
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910968537503321
• Lo trovi qui: Univ. Federico II