Winning Results with Google AdWords, Second Edition

2. Auflage 2008
ISBN: 978-0-07-149656-8
Verlag: McGraw-Hill Education

Buch, Englisch, 400 Seiten, Format (B × H): 191 mm x 235 mm, Gewicht: 748 g

Publisher's Note: Products purchased from Third Party sellers are not guaranteed by the publisher for quality, authenticity, or access to any online entitlements included with the product.Run a Profitable Google AdWords CampaignReach millions of targeted new customers at the precise moment they're looking for the products and services you're selling with help from this hands-on guide. Winning Results with Google AdWords, Second Edition reveals the latest strategies for writing successful ads, selecting and grouping specific keywords, increasing conversion rates, and maximizing online sales. You'll also learn how to expand your ad distribution, test and tweak your ads, track results, and much more. Find out how boost visibility and increase profits with a Google AdWords campaign! - Create strategic groups of ads and keywords
- Understand Google's Quality Score ad ranking system and quality-based bidding
- Use the keyword tool to your advantage
- Develop a successful bidding strategy
- Write, test, and refine winning ads
- Filter out inappropriate prospects
- Expand proven ad campaigns
- Measure success using Google Analytics and other methods
- Increase conversion rates

Autoren/Hrsg.

Goodman, Andrew

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Foreword
Acknowledgments
Introduction
Part I: The Paid Search Opportunity
Chapter 1. How Big Is This Market? The Rapid Rise of Paid Search
Chapter 2. A #21 Billion Aferthought: How Google Entered the Advertising Market
Part II: How to Play the AdWords Game
Chapter 3. First Principles for Reaching Customers Through AdWords
Chapter 4. Setting Up Ad Groups
Chapter 5. How Google Ranks Ads: Quality-Based Bidding
Chapter 6. Big-Picture Planning and Making the Case to the Boss
Part III: Intermediate-Level Strategies
Chapter 7. Keyword Selection and Bidding: Tapping into Powerful AdWords Features
Chapter 8. Writing Winning Ads
Chapter 9. Expanding Your Ad Distribution: Opportunities and Pitfalls
Part IV: Winning the AdWords Game: Advanced Issues
Chapter 10. Measuring Success: A "What's Changed" Report
Chapter 11. Increasing Online Conversion Rates
Chapter 12. Online Targeting 1995-2015: Fast Start, Exciting Future
Index

Über Autor(innen)

Goodman, Andrew
Andrew Goodman (Toronto, Canada) moderates I-Search, a leading discussion list dedicated to search engine marketing with more than 17,000 members. He is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns. Clients range from startups to Fortune 500 advertisers. In 1999, Goodman co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis, and soon after, found the intersection of Internet search and new-economy productivity to be all-consuming passions. Traffick.com gets more than 35,000 unique visitors per month. In 2002, he authored (e-book) 21 Ways to Maximize ROI on Google AdWords, a practical handbook which has been put into practice by thousands of advertisers. He is a frequent speaker at industry conferences and in the past year has been widely quoted in the business press, including: Fortune, Small Business, New Media Age, Reuters, CBS MarketWatch, Bloomberg Markets, The New York Times, BusinessWeek, the Globe and Mail.

Andrew Goodman is principal of Page Zero Media, a marketing agency which focuses on maximizing clients' paid search marketing campaigns. He is the author of the first edition of this book.