Advertising on Google: The High Performance Cookbook

Book Image

Advertising on Google: The High Performance Cookbook

By : Kristina Cutura

Book Image

Advertising on Google: The High Performance Cookbook

By: Kristina Cutura

Overview of this book

Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook

Credits

About the Author

About the Author

About the Reviewers

About the Reviewers

www.PacktPub.com

www.PacktPub.com

Preface

Free Chapter

Researching the Market and Competition and Setting Goals

Researching the Market and Competition and Setting Goals

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

Setting up Your Account

Setting up Your Account

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

Tracking beyond the Click

Tracking beyond the Click

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

Structuring Your Account

Structuring Your Account

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

Creating Relevant Keywords

Creating Relevant Keywords

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

Writing Compelling Ads

Writing Compelling Ads

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

Budgets and Bidding

Budgets and Bidding

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

Running Display Ads

Running Display Ads

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

Remarketing to Past Visitors

Remarketing to Past Visitors

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

Reporting and Analysis

Reporting and Analysis

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

Optimizing Performance

Optimizing Performance

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

Advanced Strategies and Features

Advanced Strategies and Features

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

Managing AdWords

Managing AdWords

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

Customer Reviews

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Determining the right billing option for your needs

AdWords offers three main options to pay for ads. Advertisers can choose to pay before ads run (manual payments) or after clicks are accrued (automatic payments). Advertisers can also apply for invoicing to get a line of credit from Google—an option typically used by large advertisers.

Getting ready

The following table explains the three payment options in more detail and for whom each option is most appropriate:

How you pay

Billing option	How it works
Manual payments	Advertisers prepay and add funds manually to AdWords before ads run.
Automatic payments	AdWords charges you after ads run. You are billed either 30 days after your last payment or when you reach your next billing threshold.
Monthly invoicing	Google provides a line of credit and advertisers pay via check or wire transfer after ads run. To be eligible, businesses have to be registered for a minimum of one year, and meet country-specific spending requirements. AdWords...