Harold Davis

Google Advertising Tools (eBook, PDF)

Cashing in with AdSense, AdWords, and the Google APIs

• Format: PDF

Produktbeschreibung

When it comes to advertising on the web, you just can't argue with the numbers. A $7 billion market today is expected to grow to $18.9 billion by 2010. Jupiter Research also estimates that search advertising will be a larger share of the market than display advertising by 2010. These phenomenal numbers are due largely to Google, which has changed the way the world publishes content - and advertises.Google Advertising Tools from O'Reilly examines the business and technology behind making money with content and advertising on the web. This focused, easy-to-read guide shows you how to use Google's advertising services to make it happen. You'll find all the background information you need to work with Google AdSense, which automatically delivers text and image ads that are precisely targeted to your site, and Google AdWords, which lets you generate text ads that accompany specific search term results.This book has specific and detailed sections on:Turning your web site into a profit center with AdSenseMaking sense of AdSense metricsDriving traffic to your siteOptimizing sites for search engine placementWorking with AdWords campaigns, auctions, and reportsManaging campaigns dynamically using the AdWords APIsOnce you've read all four parts, you'll have a comprehensive picture of how advertising works on the web and how you can use the Google advertising programs to your advantage.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: O'Reilly Media
• Seitenzahl: 366
• Erscheinungstermin: 19. Januar 2006
• Englisch
• ISBN-13: 9780596522674
• Artikelnr.: 52955955

Autorenporträt

Harold Davis is the author of more than thirty books on a wide range of topics from art and photography to computer programming and the Internet. He has been a professional photographer, lawyer, software developer, enterprise consultant, and the chief technology officer for an Internet startup.

Inhaltsangabe

Inhaltsverzeichnis
Making Money with a Website
Chapter 1 Creating Successful Websites
The Taxonomy of Success
Tools for Measuring Popularity
How Much Content Is Enough?
Presenting Content
Content Architecture
Where Does Content Come From?
The Power of Community
Action Items
Chapter 2 Creating Effective Marketing Plans
Telling a Story
Basics of Marketing
Creating a Plan
Creating a Checklist
Naming Your Site
Introducing SEM
Comparing SEO with SEM
Action Items
Chapter 3 Driving Traffic to a Website
Submitting Your Sites to Search Engines
Working with Google
Taking Advantage of Site Mapping
Working with Directories
Becoming Popular by Generating Inbound Links
The Power of the Press Release
Unleashing Your Inner Blogger
Using Syndication Feeds to Your Benefit
Creating Email Lists and Surmounting the Spam Problem
Action Items
Chapter 4 Nuts and Bolts of SEO
SEO s Evolution
More About How Your Site Appears to a Bot
Excluding the Bot
Meta Information
Design for SEO
Using PageRank
Linking
Avoiding Overly Aggressive SEO
Action Items
Chapter 5 Making Money with Affiliate Programs
Kinds of Ad Programs
Understanding Affiliate Programs
Working with an Affiliate Program
Action Items
Chapter 6 Making Money by Hosting Advertising
Understanding Cost Per Click (CPC)
Contextual Relevance
CPC Vendors Compared
Placing Ad Units on Your Site
Display and Banner Ads
Action Items
Chapter 7 Understanding the Google Behemoth
The Parts of Google
Content Versus Search
Anatomy of a Search Query
The Automated Ad Broker: AdWords
Action Items
Cashing in with AdSense
Chapter 8 Working with AdSense
Applying for an AdSense Account
Setting Account Options
AdSense Programs
AdSense for Content Ad Settings
AdSense for Search Settings
AdSense for Feeds
AdSense for Domains
Video Units
Linking Google AdSense to Google Analytics
Action Items
Chapter 9 Making Sense of AdSense
Fundamentals of Navigation
Understanding the Metrics
Running Reports
Statistics
Downloading a CSV File
Other Program Performance
Optimization Tips
Site Diagnostics
Your Earnings
Tools Beyond AdSense for Tracking
Action Items
Working with AdWords
Chapter 10 Using AdWords
Signing Up for an Account
Ad Campaigns and Ad Groups
Getting a My Client Center Account
Action Items
Chapter 11 Improving Performance
Monitoring Your AdWords Activity
Campaign Management Tools
Action Items
Chapter 12 The Zen of AdWords
The Customer Life Cycle
The Path of Indirection
Success via Iteration
Targeting the Competition
Estimating Traffic
Exclusion
Action Items
Chapter 13 Advanced Performance Monitoring
Using AdWords Reports
Conversion Tracking
Google Analytics
Website Optimizer
Action Items
Chapter 14 AdWords beyond CPC
Display Ad Builder
Mobile Ads
Video Ads
Advertising on TV
Action Items
Colophon

Rezensionen

"Geld mit der eigenen Website zu verdienen erfordert bekanntlich keinen dort verhandenen Online-Laden. Harold Davis hat für O'Reilly geschrieben, wie man sich die Google Advertising Tools zunutze machen kann. Unter der Überschrift 'Making Money with Your Web Site' geht es darum, eine Website aufzubauen, die Surfer anzieht." -- iX, Ausgabe 5, April 2007

"Das bei O'Reilly erschienene Buch Google Advertising Tools beschäftigt sich mit beiden Seiten von Googles Werbewelt. [...] Wie eine Kampagne für die eigenen Ansprüche am besten aufgesetzt wird, der Erfolg kontrolliert wird und im Einzelfall Anpassungen vorgenommen werden, das ist der Kern von Google Advertising Tools." -- Netzkritik.de, Juni 2006
"Sitebetreiber sollten sich einlesen. Sie können das Buch mit viel viel Gewinn durcharbeiten." -- php-nuke.de, April 2010