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Advertising on Google: The High Performance Cookbook

By : Kristina Cutura
Book Image

Advertising on Google: The High Performance Cookbook

By: Kristina Cutura

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Advertising on Google: The High Performance Cookbook
Kristina Cutura
Jun, 2013 | 372 pages
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Table of Contents (20 chapters)
Advertising on Google: The High Performance Cookbook
Advertising on Google: The High Performance Cookbook
Credits
Credits
About the Author
About the Author
About the Reviewers
About the Reviewers
www.PacktPub.com
www.PacktPub.com
Preface
Preface
Free Chapter
1
Researching the Market and Competition and Setting Goals
Researching the Market and Competition and Setting Goals
Introduction
Focusing on relevance
Identifying your competitors using Google search results
Using third-party tools to research competitors
Analyzing budgets and bids to determine market saturation
Setting advertising goals
Predicting if AdWords will be profitable and calculating potential returns
2
Setting up Your Account
Setting up Your Account
Introduction
Creating an AdWords account
Determining the right billing option for your needs
Inviting other users to access your account
Changing user access levels or removing users
Enabling auto tagging at the account level
Changing your notification settings
3
Tracking beyond the Click
Tracking beyond the Click
Introduction
Linking AdWords to Google Analytics
Creating a conversion goal in AdWords to track leads or sales
Importing goals from Google Analytics into AdWords
Verifying that conversion tracking is working
Analyzing how long it takes to convert customers
Analyzing assist clicks and impressions
Analyzing AdWords data in Google Analytics
Analyzing time on site data and bounce rates
4
Structuring Your Account
Structuring Your Account
Introduction
Planning account structure
Common ways to structure campaigns
Deciding where to show your ads
Device targeting options
Choosing which locations to target
Excluding locations from seeing your ads
Selecting target languages
Creating themed ad groups
Renaming campaigns and ad groups
5
Creating Relevant Keywords
Creating Relevant Keywords
Introduction
Using keyword matching options effectively
Finding relevant keywords
Analyzing competitor keywords from spyfu.com and similar tools
Generating negative keywords
Identifying keyword duplicates
Multiplying keyword phrases
Changing broad keywords to broad match modifiers
Adding new keywords to an existing ad group
Editing, pausing, or deleting keywords
6
Writing Compelling Ads
Writing Compelling Ads
Introduction
Researching competitors' ads
Setting campaign ad rotation
Creating effective ads
Choosing landing pages
Implementing dynamic keyword insertion in ads
Avoiding common ad copy mistakes
Split testing ad copy
Editing your ad text
Pausing or deleting ads
7
Budgets and Bidding
Budgets and Bidding
Introduction
Setting and adjusting campaign budgets
Evaluating your current budget and potential impact of budget changes
Setting and adjusting ad group level bids
Setting and adjusting keyword level bids
Enabling enhanced bidding
Enabling Conversion Optimizer
Adjusting CPA bids
Setting separate bids for calls
Predicting impact of bid changes using the Bid Simulator
Modifying mobile bids
Adjusting location bids
Adjusting bids based on the day of the week and time of day
8
Running Display Ads
Running Display Ads
Introduction
Creating an automatic placements campaign
Creating a managed placements campaign
Researching and adding display placements
Targeting display sites based on topics
Excluding irrelevant and poorly performing placements
Avoid displaying your ads on certain pages
Excluding categories of sites and potentially sensitive topics
Adding image ads to display campaigns
Creating rich image ads with Display Ad Builder
Analyzing relative CTR to benchmark display performance
9
Remarketing to Past Visitors
Remarketing to Past Visitors
Introduction
Generating the remarketing code
Creating remarketing audiences in AdWords
Creating custom remarketing combinations via rules
Setting up a remarketing campaign
Setting remarketing bids
Setting frequency caps to limit how often ads show
Increasing traffic to your remarketing campaign
Remarketing to YouTube viewers
10
Reporting and Analysis
Reporting and Analysis
Introduction
Running and scheduling reports
Customizing columns to personalize data views
Analyzing the days and times when ads perform best
Analyzing geographic performance
Reviewing call details
Finding out where on display your ads are appearing
Segmenting performance reports
Creating filters to customize reporting
Viewing data in graph format
Evaluating sitelink extensions
Using impression share metrics to increase conversions
11
Optimizing Performance
Optimizing Performance
Introduction
Improving relevance and Quality Score
Improving ad rank
Changing keyword match types
Scheduling ads to run during key days and times
Expanding your keyword list
Analyzing ad copy performance and picking top performers
Adjusting budgets to maximize traffic and conversions
Tips to increase traffic
Running search term reports to optimize keywords
Optimizing bids for ROI
Optimizing keywords to improve ROI
Excluding IP addresses from seeing your ads
Optimizing your landing pages
12
Advanced Strategies and Features
Advanced Strategies and Features
Introduction
Creating sitelinks
Setting up call extensions
Implementing social extensions
Setting up location extensions
Promoting application downloads
Setting up Dynamic Search Ads
Creating product ads
Using experiments to test campaign changes
Using advanced negative match keywords
Automating actions based on rules and goals
Common AdWords mistakes
13
Managing AdWords
Managing AdWords
Introduction
Troubleshooting why your ads are not showing up
Finding out your ad's approval status
Creating custom alerts to monitor performance
Reviewing past changes and revisions
Viewing or hiding paused or deleted items
Getting started with AdWords Editor
Making changes to campaign settings via AdWords Editor
Reviewing account statistics through AdWords Editor
Copying campaigns or ad groups with AdWords Editor
Adding keywords in bulk using AdWords Editor
Updating ads in bulk using AdWords Editor
Index
Index

Creating sitelinks

An AdWords ad can only have one destination URL where visitors are taken after clicking on your ad. But, in many cases, there are actually multiple pages on your website that could potentially be applicable and relevant to a list of keywords. AdWords sitelinks help solve for that by allowing you to show alternate URL options in addition to your ad's main destination URL. However, they can also distract visitors from your target conversion activity, so be careful when adding sitelinks and monitor results after implementing them.

Getting ready

Brainstorm the additional page URLs you'd like to highlight in your ads. Here are some ideas for pages on your website you can promote via sitelinks:

  • About us

  • Contact us

  • Store locator

  • Testimonials

  • FAQ

  • Signup page

  • Related or similar products

  • Link to coupons or special promotions

How to do it...

To set up sitelinks, follow these steps:

  1. Click on the Campaigns tab.

  2. Go into a campaign you wish to edit. Set up sitelinks at the campaign level or go into...

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