Foreword
Introduction
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
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
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
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
-Spicing Up Your Ads with Ad Extensions
-Following the Law: Trademarks
-The Quest for the Holy Grail of Advertising
-Best Practices for Writing Compelling Ads
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
6. Advanced Optimization Techniques
-Optimizing for Traffic
-Optimizing for Conversions
-Best Practices for Advanced Optimization Techniques
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
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
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
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
11. Advanced Geographic Targeting
-What Is Geographic Targeting?
-Reaching Users in Specific Locations
-Location Targeting Considerations
-Treating Locals and Nonlocals Differently in Your Ad Copy
-Viewing Geographic Results
-Geographic Performance Reports
-Best Practices for Geographic Targeting
12. Save Time and Scale Accounts with the AdWords Editor
-AdWords Editor Overview
-How to Scale Your Account
-Optimizing Display with the AdWords Editor
-Best Practices for Using the AdWords Editor
13. Profitable Bid Strategies
-Setting Your Marketing Goals
-Measuring Results with Google's Conversion Tracking Code
-Exploring AdWords Bidding Options
-Profitable Bidding Strategies
-Calculating Your Max CPC
-Ad Scheduling: Automatically Changing Bids by Time Periods
-Understanding Attribution Management
-Examining AdWords Reports to Make ROAS Bid Decisions
-Best Practices for Utilizing Profitable Bid Strategies
14. Successful Account Organization Strategies
-What Is an AdWords Account?
-Developing a Successful Campaign Structure
-Organizing an Ad Group to Increase CTR and Conversion Rates
-Best Practices for Account Organization Strategies
15. Testing Techniques That Will Increase Profits
-Testing Is Essential to Increasing Profits
-Testing Ad Copy to Increase Conversions
-Ad Copy Themes to Spark Your Creativity
-Testing Landing Pages to Increase Conversions
-Testing Profit per Click and Profit per Impression
-AdWords Campaign Experiments
-Best Practices for Testing Techniques That Will Increase Profits
16. AdWords Reports: Extracting Actionable Information
-Choosing General AdWords Report Settings
-Using Reports to Optimize Your Account
-Custom Alerts
-Best Practices for Using AdWords Reports
17. Step by Step: Create and Monitor Your AdWords Account
-Before You Create Your Account
-Creating Campaigns
-Optimizing Ongoing Campaigns
-Best Practices for Creating and Managing Your AdWords Account
Glossary
Index
