Advanced Google AdWords (eBook, PDF)
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The 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 to…mehr
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- Produktdetails
- Verlag: John Wiley & Sons
- Seitenzahl: 704
- Erscheinungstermin: 3. April 2014
- Englisch
- ISBN-13: 9781118819647
- Artikelnr.: 40777786
- Verlag: John Wiley & Sons
- Seitenzahl: 704
- Erscheinungstermin: 3. April 2014
- Englisch
- ISBN-13: 9781118819647
- Artikelnr.: 40777786
The Origins of Google AdWords 2 Google Enters the Arena 5 Google AdWords
Select Revolutionizes PPC 6 The Psychology of Search 7 Turning Concepts
into Words 8 Understanding Search Results 10 The Purpose of Ad Copy 11
Landing Pages Lead to New Customers 12 Advertising Is Not Advertising When
It Is Information 14 Goal Alignment: Google vs You vs the Searcher 15 Best
Practices for Applying Search Theory 17 Chapter 2 Performing Keyword
Research 19 Understanding the Buying Funnel 20 Examining the Buying Funnel
Phases 21 How Do Consumers Flow Through Your Buying Funnel? 22
Understanding Keywords 23 Types of Commercial Keywords 24 Finding Keyword
Ideas 26 How Many Keywords Should You Have in Your Account? 29 Creating
Keyword Lists 31 Using Long-Tail Keywords 33 Wide vs Deep Keywords 35
Discerning Keyword Match Types 36 Broad Match 37 Modified Broad Match 38
When Should You Use Broad Match? 40 Phrase Match 40 Exact Match 42
Variation Match 43 Which Match Type Is Best? 44 Using Negative Match 46
Implementing Negative Keywords 46 Negative Broad Match 49 Negative Phrase
Match 50 Negative Exact Match 51 Putting Negative and Positive Keywords
Together 52 Researching Negative Keywords 53 Using Advanced Organizational
Techniques 55 Adding Multiple Match Types to the Same Ad Group 55
Restricting Match Types by Ad Group 56 Restricting Match Types by Campaign
56 Taking Control of Your Ad Display 57 Best Practices for Conducting
Keyword Research 58 Chapter 3 Keyword Tools: Extracting Valuable Data from
Google 59 AdWords Keyword Planner 60 Generating Keyword Ideas 61 Advanced
Options and Filters 65 Ad Group and Keyword Ideas 69 Traffic Estimates 76
AdWords Keyword Planner vs Third-Party Keyword Tools 82 Google Trends 83
What Services Should You Offer? 85 Determining Your Messaging 87
Determining Consumer Interest 88 Bing Ads Intelligence 89 Best Practices
for Using Keyword Tools 90 Chapter 4 Writing Compelling Ads 93 Do Your Ads
Reflect the Search Query? 94 Writing Effective Ads 96 Calls to Action 97
Touching the Emotional Core 98 Following Google's Editorial Guidelines 99
Character Lengths 99 Editorial Requirements 100 Developing Unique Selling
Propositions 102 Distinguishing Features and Benefits 103 Benefits,
Features, and the Buying Funnel 104 When to Use a Feature vs a Benefit 105
Employing Themes That Get Clicks 106 Utilizing Numbers in Ads 107 How
Strong Is Your Call to Action? 110 Writing Informational Ad Copy 111
Utilizing Negative Ad Copy 114 Do Not Forget the Display URL 114
Controlling Your Mobile Ads 116 Spicing Up Your Ads with Ad Extensions 118
Sitelink Extensions 118 Call Extensions 125 Additional Extensions 127
Limited Betas for New Extensions 129 Showcasing Your Products with PLAs 129
Following the Law: Trademarks 131 Trademark Exceptions 134 The Quest for
the Holy Grail of Advertising 135 Best Practices for Writing Compelling Ads
136 Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139
Does Your Landing Page Answer the Searcher's Question? 140 Everything about
Destination URLs 142 Using Destination URLs for Tracking 144 Complying with
Destination URL Editorial Policies 151 Choosing Landing Pages That Increase
Conversion Rates 152 Choosing Landing Pages Based on the Type of Query 153
Differentiating Local Business Queries 157 Using Segmentation Pages 159
Using Forms as Landing Pages 160 Thanking Your Customers 162 Crafting
Perfect Landing Pages 164 Employing Usability, Trust, and Web Technology
164 Using Web Technology to Implement Usability and User Security 165
Psychological Factors That Increase Conversion Rates 173 Your Website's
Usability Goals 180 Best Practices for Landing Pages 181 Chapter 6 Learning
Advanced Optimization Techniques 183 Optimizing for Traffic 184 Exploring
Strategies to Show Your Ads More Often 184 Taking Advantage of Dynamic
Keyword Insertion 190 Increasing Page Views 194 Optimizing for Conversions
198 Writing Ad Copy That Sells 199 Creating Landing Pages That Increase
Conversions 200 Making Additional Conversions to Increase Your Profits 210
Best Practices for Advanced Optimization Techniques 213 Chapter 7
Demystifying Quality Score 215 What Is Quality Score? 216 How Quality Score
Affects Ad Rank 218 Quality Score Factors for Search 221 Viewing Your
Quality Score 225 Landing Page Quality: Making Your Pages Relevant 228
Spiderability 228 Relevance 229 Transparency 230 Navigation 230 Estimating
Your First Page Bid 231 Understanding the Display Network Quality Score 233
Quality Score for Managed Placements 234 Diagnosing Your Quality Scores 235
Ignoring Quality Score 240 Increasing Quality Scores 243 Creating Highly
Relevant Ad Groups 244 Ad Testing to Increase Quality Scores 246 Landing
Page Fixes 248 What to Do if Your Quality Score Drops 249 Quality Score
FAQs 251 Best Practices for Optimizing Quality Scores 254 Chapter 8 Beyond
Text: Employing Image, Video, and Mobile Ads 257 Beyond the Desktop:
Creating Mobile Ads 258 Reaching Smartphone Users 258 Smartphone Extensions
261 Reaching Other Mobile Users: WAP Mobile Ads 262 Ad Preview and
Diagnosis Tool 264 Beyond Static Text: Creating Rich Media Ads 266 Creating
Effective Image Ads 266 Developing Profitable Video Ads 272 AdWords Ad
Gallery 275 Best Practices for Employing Image, Video, and Mobile Ads 278
Chapter 9 Understanding the Display Network 279 What Is the Display
Network? 280 Advantages of the Display Network 281 Display Targeting
Methods 282 Automatic vs Managed Placements 283 Creating Search- and
Display-Only Campaigns 284 Managing Ad Group Targeting 285 Creating a
Successful Display Network Campaign 286 Creating Keyword-Based Display Ad
Groups 287 Display Network Topic Targeting 292 Targeting Ads Based on a
User's Interest 296 Placement Targeting: Choose the Actual Sites Where Your
Ads Are Displayed 298 Blocking Your Ads from Being Shown across the Display
Network 305 Determining Negative Display Keywords 309 Smart Pricing:
Measure Success with Cost per Conversion 310 Choosing CPM or CPC Bidding
312 Using the Display Planner Tool 314 Best Practices for the Display
Network 320 Chapter 10 Utilizing Advanced Display Network Techniques 323
Remarketing: Bringing Visitors Back to Your Site 324 Define an Audience 324
Place the Script on Your Site 328 Create a Remarketing Ad Group 330 The 100
Cookie Rule 332 Remarketing Strategies 332 Don't Creep Out Your Customers
340 Flexible Targeting: Mixing and Matching Every Display Targeting Option
341 Flexible Targeting Options 342 Bid Modifiers for Display 344 Flexible
Bidding Examples 345 Optimizing Your Display Campaigns 351 Organizing Your
Display Campaigns 353 Creating Scenarios to Understand and Reach Your
Target Audience 357 Writing Effective Display Ads 359 Best Practices for
Advanced Display Network Advertising 361 Chapter 11 Utilizing Advanced
Geographic Targeting Techniques 363 What Is Geographic Targeting? 364 The
Technology behind Location Targeting 364 How Accurate Is Location
Targeting? 366 Reaching Users in Specific Locations 369 Finding Locations
to Target 370 Radius Targeting 374 Location Groups and Bid Modifiers 375
Advanced Location Targeting Options 376 Location Targeting Considerations
378 Targeting Multiple Countries 378 Reaching Users in an Area Smaller than
a Country 380 Treating Locals and Nonlocals Differently in Your Ad Copy 385
Automatically Inserting Your Address into the Ad Copy 387 A Case Study into
Local Belief Systems 390 Viewing Geographic Results 391 Geographic
Performance Reports 393 Best Practices for Geographic Targeting 396 Chapter
12 Saving Time and Scaling Accounts with AdWords Editor 399 AdWords Editor
Overview 400 Choosing Your Viewpoint 400 Viewing Your Account in AdWords
Editor 404 Scaling Your Account 408 Importing Keywords 409 Creating
Thousands of Keywords and Ad Groups 411 Easily Creating Thousands of Ads
414 Optimizing Display with AdWords Editor 420 Best Practices for Using
AdWords Editor 421 Chapter 13 Devising Profitable Bid Strategies 423
Setting Your Marketing Goals 424 Measuring Results with Google's
Conversion-Tracking Code 425 AdWords Conversion-Tracking Code 426 Google
Analytics Tracking 430 Accessing Valuable Conversion Data in AdWords
Reports 432 Tracking Phone Calls 434 Exploring AdWords Bidding Options 435
Focus on Clicks, Option 1 435 Focus on Clicks, Option 2 435 Enhanced CPC
436 Conversion Optimizer 437 Focus on Impressions 443 Flexible Bidding 443
Profitable Bidding Strategies 448 ROAS vs Profit 449 Revenue per Click 450
Taking Margins into Account 453 How Can Publishers Determine Revenue per
Click? 455 Tracking Long Sales Cycles with Conversion Funnels 457
Calculating Your Max CPC 460 Setting Bids Based on ROAS 460 Bidding for
Exposure 461 Bid Modifiers: Automatically Changing Bids by Time, Geography,
Devices, and More 464 Location Bid Modifiers 467 Ad Scheduling:
Automatically Changing Bids by Time Periods 471 Finding Conversion
Information by Time Frames 473 Examples of Ad Scheduling Success 476
Creating Time-Sensitive Offers 479 Device Modifiers 480 Understanding
Attribution Management 481 Examining AdWords Reports to Make ROAS Bid
Decisions 484 Best Practices for Utilizing Profitable Bid Strategies 487
Chapter 14 Organizing Accounts Successfully 489 What Is an AdWords Account?
490 What Are the Limits of an AdWords Account? 490 Managing Multiple
Accounts the Easy Way 491 Becoming a Google Partner 494 Developing a
Successful Campaign Structure 496 Reasons to Create New Campaigns 496
Structuring Campaigns to Achieve Business Goals 497 Organizing an Ad Group
to Increase CTR and Conversion Rates 513 Ad Group Organization for Mobile
Bid Modifiers 515 Best Practices for Account Organization Strategies 516
Chapter 15 Implementing Testing Techniques That Will Increase Profits 519
Testing Is Essential to Increasing Profits 520 Testing Ad Copy to Increase
Conversions 520 Ad Copy Messages You Should Test 521 Ad Copy Themes to
Spark Your Creativity 521 Test Discounts Instead of Prices 522 Creating the
Ad Copy Test 525 General Guidelines for Statistical Significance 527
Measuring the Results of Your Ad Test 529 Multi-Ad Group Testing 532
Testing Mobile Ads 534 Testing Landing Pages to Increase Conversions 535
Testing Where to Send Traffic 536 Landing Page Testing Factors 541 Making
Ads and Landing Pages Work Together 547 Essential Items to Test First 553
Creating a Landing Page Test 553 Testing Profit per Click and Profit per
Impression 556 AdWords Campaign Experiments 559 Best Practices for Testing
Techniques That Will Increase Profits 561 Chapter 16 AdWords Reports:
Extracting Actionable Information 563 Choosing General AdWords Report
Settings 564 Customizing the Interface 564 Downloading Your Data 568 Using
Reports to Optimize Your Account 571 Campaign Reports 571 Ad Group
Performance Report 573 Ad Performance Report 573 Keyword Report 576 Display
Network Reports 579 Dimensions Reports 581 Creating Custom Alerts 585 Best
Practices for Using AdWords Reports 587 Chapter 17 Step by Step: Creating
and Monitoring Your AdWords Account 589 Before You Create Your Account 590
Creating Campaigns 592 Creating Search Campaigns 593 Creating
Display-Targeted Campaigns 597 Creating Managed Placements Campaigns 598
Other Campaign Types 600 Optimizing Ongoing Campaigns 601 Optimizing Search
Campaigns 601 Managing Maximize Clicks Campaigns 605 Optimizing Display
Campaigns 606 Optimizing Managed Placements Campaigns 608 Optimizing CPM
Campaigns 609 Optimizing Other Campaign Types 611 Creating an Optimization
Schedule 612 Best Practices for Creating and Managing Your AdWords Account
615 Glossary 619 Index 627
The Origins of Google AdWords 2 Google Enters the Arena 5 Google AdWords
Select Revolutionizes PPC 6 The Psychology of Search 7 Turning Concepts
into Words 8 Understanding Search Results 10 The Purpose of Ad Copy 11
Landing Pages Lead to New Customers 12 Advertising Is Not Advertising When
It Is Information 14 Goal Alignment: Google vs You vs the Searcher 15 Best
Practices for Applying Search Theory 17 Chapter 2 Performing Keyword
Research 19 Understanding the Buying Funnel 20 Examining the Buying Funnel
Phases 21 How Do Consumers Flow Through Your Buying Funnel? 22
Understanding Keywords 23 Types of Commercial Keywords 24 Finding Keyword
Ideas 26 How Many Keywords Should You Have in Your Account? 29 Creating
Keyword Lists 31 Using Long-Tail Keywords 33 Wide vs Deep Keywords 35
Discerning Keyword Match Types 36 Broad Match 37 Modified Broad Match 38
When Should You Use Broad Match? 40 Phrase Match 40 Exact Match 42
Variation Match 43 Which Match Type Is Best? 44 Using Negative Match 46
Implementing Negative Keywords 46 Negative Broad Match 49 Negative Phrase
Match 50 Negative Exact Match 51 Putting Negative and Positive Keywords
Together 52 Researching Negative Keywords 53 Using Advanced Organizational
Techniques 55 Adding Multiple Match Types to the Same Ad Group 55
Restricting Match Types by Ad Group 56 Restricting Match Types by Campaign
56 Taking Control of Your Ad Display 57 Best Practices for Conducting
Keyword Research 58 Chapter 3 Keyword Tools: Extracting Valuable Data from
Google 59 AdWords Keyword Planner 60 Generating Keyword Ideas 61 Advanced
Options and Filters 65 Ad Group and Keyword Ideas 69 Traffic Estimates 76
AdWords Keyword Planner vs Third-Party Keyword Tools 82 Google Trends 83
What Services Should You Offer? 85 Determining Your Messaging 87
Determining Consumer Interest 88 Bing Ads Intelligence 89 Best Practices
for Using Keyword Tools 90 Chapter 4 Writing Compelling Ads 93 Do Your Ads
Reflect the Search Query? 94 Writing Effective Ads 96 Calls to Action 97
Touching the Emotional Core 98 Following Google's Editorial Guidelines 99
Character Lengths 99 Editorial Requirements 100 Developing Unique Selling
Propositions 102 Distinguishing Features and Benefits 103 Benefits,
Features, and the Buying Funnel 104 When to Use a Feature vs a Benefit 105
Employing Themes That Get Clicks 106 Utilizing Numbers in Ads 107 How
Strong Is Your Call to Action? 110 Writing Informational Ad Copy 111
Utilizing Negative Ad Copy 114 Do Not Forget the Display URL 114
Controlling Your Mobile Ads 116 Spicing Up Your Ads with Ad Extensions 118
Sitelink Extensions 118 Call Extensions 125 Additional Extensions 127
Limited Betas for New Extensions 129 Showcasing Your Products with PLAs 129
Following the Law: Trademarks 131 Trademark Exceptions 134 The Quest for
the Holy Grail of Advertising 135 Best Practices for Writing Compelling Ads
136 Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139
Does Your Landing Page Answer the Searcher's Question? 140 Everything about
Destination URLs 142 Using Destination URLs for Tracking 144 Complying with
Destination URL Editorial Policies 151 Choosing Landing Pages That Increase
Conversion Rates 152 Choosing Landing Pages Based on the Type of Query 153
Differentiating Local Business Queries 157 Using Segmentation Pages 159
Using Forms as Landing Pages 160 Thanking Your Customers 162 Crafting
Perfect Landing Pages 164 Employing Usability, Trust, and Web Technology
164 Using Web Technology to Implement Usability and User Security 165
Psychological Factors That Increase Conversion Rates 173 Your Website's
Usability Goals 180 Best Practices for Landing Pages 181 Chapter 6 Learning
Advanced Optimization Techniques 183 Optimizing for Traffic 184 Exploring
Strategies to Show Your Ads More Often 184 Taking Advantage of Dynamic
Keyword Insertion 190 Increasing Page Views 194 Optimizing for Conversions
198 Writing Ad Copy That Sells 199 Creating Landing Pages That Increase
Conversions 200 Making Additional Conversions to Increase Your Profits 210
Best Practices for Advanced Optimization Techniques 213 Chapter 7
Demystifying Quality Score 215 What Is Quality Score? 216 How Quality Score
Affects Ad Rank 218 Quality Score Factors for Search 221 Viewing Your
Quality Score 225 Landing Page Quality: Making Your Pages Relevant 228
Spiderability 228 Relevance 229 Transparency 230 Navigation 230 Estimating
Your First Page Bid 231 Understanding the Display Network Quality Score 233
Quality Score for Managed Placements 234 Diagnosing Your Quality Scores 235
Ignoring Quality Score 240 Increasing Quality Scores 243 Creating Highly
Relevant Ad Groups 244 Ad Testing to Increase Quality Scores 246 Landing
Page Fixes 248 What to Do if Your Quality Score Drops 249 Quality Score
FAQs 251 Best Practices for Optimizing Quality Scores 254 Chapter 8 Beyond
Text: Employing Image, Video, and Mobile Ads 257 Beyond the Desktop:
Creating Mobile Ads 258 Reaching Smartphone Users 258 Smartphone Extensions
261 Reaching Other Mobile Users: WAP Mobile Ads 262 Ad Preview and
Diagnosis Tool 264 Beyond Static Text: Creating Rich Media Ads 266 Creating
Effective Image Ads 266 Developing Profitable Video Ads 272 AdWords Ad
Gallery 275 Best Practices for Employing Image, Video, and Mobile Ads 278
Chapter 9 Understanding the Display Network 279 What Is the Display
Network? 280 Advantages of the Display Network 281 Display Targeting
Methods 282 Automatic vs Managed Placements 283 Creating Search- and
Display-Only Campaigns 284 Managing Ad Group Targeting 285 Creating a
Successful Display Network Campaign 286 Creating Keyword-Based Display Ad
Groups 287 Display Network Topic Targeting 292 Targeting Ads Based on a
User's Interest 296 Placement Targeting: Choose the Actual Sites Where Your
Ads Are Displayed 298 Blocking Your Ads from Being Shown across the Display
Network 305 Determining Negative Display Keywords 309 Smart Pricing:
Measure Success with Cost per Conversion 310 Choosing CPM or CPC Bidding
312 Using the Display Planner Tool 314 Best Practices for the Display
Network 320 Chapter 10 Utilizing Advanced Display Network Techniques 323
Remarketing: Bringing Visitors Back to Your Site 324 Define an Audience 324
Place the Script on Your Site 328 Create a Remarketing Ad Group 330 The 100
Cookie Rule 332 Remarketing Strategies 332 Don't Creep Out Your Customers
340 Flexible Targeting: Mixing and Matching Every Display Targeting Option
341 Flexible Targeting Options 342 Bid Modifiers for Display 344 Flexible
Bidding Examples 345 Optimizing Your Display Campaigns 351 Organizing Your
Display Campaigns 353 Creating Scenarios to Understand and Reach Your
Target Audience 357 Writing Effective Display Ads 359 Best Practices for
Advanced Display Network Advertising 361 Chapter 11 Utilizing Advanced
Geographic Targeting Techniques 363 What Is Geographic Targeting? 364 The
Technology behind Location Targeting 364 How Accurate Is Location
Targeting? 366 Reaching Users in Specific Locations 369 Finding Locations
to Target 370 Radius Targeting 374 Location Groups and Bid Modifiers 375
Advanced Location Targeting Options 376 Location Targeting Considerations
378 Targeting Multiple Countries 378 Reaching Users in an Area Smaller than
a Country 380 Treating Locals and Nonlocals Differently in Your Ad Copy 385
Automatically Inserting Your Address into the Ad Copy 387 A Case Study into
Local Belief Systems 390 Viewing Geographic Results 391 Geographic
Performance Reports 393 Best Practices for Geographic Targeting 396 Chapter
12 Saving Time and Scaling Accounts with AdWords Editor 399 AdWords Editor
Overview 400 Choosing Your Viewpoint 400 Viewing Your Account in AdWords
Editor 404 Scaling Your Account 408 Importing Keywords 409 Creating
Thousands of Keywords and Ad Groups 411 Easily Creating Thousands of Ads
414 Optimizing Display with AdWords Editor 420 Best Practices for Using
AdWords Editor 421 Chapter 13 Devising Profitable Bid Strategies 423
Setting Your Marketing Goals 424 Measuring Results with Google's
Conversion-Tracking Code 425 AdWords Conversion-Tracking Code 426 Google
Analytics Tracking 430 Accessing Valuable Conversion Data in AdWords
Reports 432 Tracking Phone Calls 434 Exploring AdWords Bidding Options 435
Focus on Clicks, Option 1 435 Focus on Clicks, Option 2 435 Enhanced CPC
436 Conversion Optimizer 437 Focus on Impressions 443 Flexible Bidding 443
Profitable Bidding Strategies 448 ROAS vs Profit 449 Revenue per Click 450
Taking Margins into Account 453 How Can Publishers Determine Revenue per
Click? 455 Tracking Long Sales Cycles with Conversion Funnels 457
Calculating Your Max CPC 460 Setting Bids Based on ROAS 460 Bidding for
Exposure 461 Bid Modifiers: Automatically Changing Bids by Time, Geography,
Devices, and More 464 Location Bid Modifiers 467 Ad Scheduling:
Automatically Changing Bids by Time Periods 471 Finding Conversion
Information by Time Frames 473 Examples of Ad Scheduling Success 476
Creating Time-Sensitive Offers 479 Device Modifiers 480 Understanding
Attribution Management 481 Examining AdWords Reports to Make ROAS Bid
Decisions 484 Best Practices for Utilizing Profitable Bid Strategies 487
Chapter 14 Organizing Accounts Successfully 489 What Is an AdWords Account?
490 What Are the Limits of an AdWords Account? 490 Managing Multiple
Accounts the Easy Way 491 Becoming a Google Partner 494 Developing a
Successful Campaign Structure 496 Reasons to Create New Campaigns 496
Structuring Campaigns to Achieve Business Goals 497 Organizing an Ad Group
to Increase CTR and Conversion Rates 513 Ad Group Organization for Mobile
Bid Modifiers 515 Best Practices for Account Organization Strategies 516
Chapter 15 Implementing Testing Techniques That Will Increase Profits 519
Testing Is Essential to Increasing Profits 520 Testing Ad Copy to Increase
Conversions 520 Ad Copy Messages You Should Test 521 Ad Copy Themes to
Spark Your Creativity 521 Test Discounts Instead of Prices 522 Creating the
Ad Copy Test 525 General Guidelines for Statistical Significance 527
Measuring the Results of Your Ad Test 529 Multi-Ad Group Testing 532
Testing Mobile Ads 534 Testing Landing Pages to Increase Conversions 535
Testing Where to Send Traffic 536 Landing Page Testing Factors 541 Making
Ads and Landing Pages Work Together 547 Essential Items to Test First 553
Creating a Landing Page Test 553 Testing Profit per Click and Profit per
Impression 556 AdWords Campaign Experiments 559 Best Practices for Testing
Techniques That Will Increase Profits 561 Chapter 16 AdWords Reports:
Extracting Actionable Information 563 Choosing General AdWords Report
Settings 564 Customizing the Interface 564 Downloading Your Data 568 Using
Reports to Optimize Your Account 571 Campaign Reports 571 Ad Group
Performance Report 573 Ad Performance Report 573 Keyword Report 576 Display
Network Reports 579 Dimensions Reports 581 Creating Custom Alerts 585 Best
Practices for Using AdWords Reports 587 Chapter 17 Step by Step: Creating
and Monitoring Your AdWords Account 589 Before You Create Your Account 590
Creating Campaigns 592 Creating Search Campaigns 593 Creating
Display-Targeted Campaigns 597 Creating Managed Placements Campaigns 598
Other Campaign Types 600 Optimizing Ongoing Campaigns 601 Optimizing Search
Campaigns 601 Managing Maximize Clicks Campaigns 605 Optimizing Display
Campaigns 606 Optimizing Managed Placements Campaigns 608 Optimizing CPM
Campaigns 609 Optimizing Other Campaign Types 611 Creating an Optimization
Schedule 612 Best Practices for Creating and Managing Your AdWords Account
615 Glossary 619 Index 627