Browse Library
Sign In Start Free Trial
Close icon Search icon
Account
Browse Library Sign In Start Free Trial

Add to playlist

Create a Playlist

Modal Close icon
You need to login to use this feature.
  • Book Overview & Buying Advertising on Google: The High Performance Cookbook
  • Table Of Contents Toc
Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook

By : Kristina Cutura
4.7 (7)
Buy this Book
close
close
Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook

4.7 (7)
By: Kristina Cutura
Buy this Book

Overview of this book

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

Generating negative keywords

Adding negative keywords to your account is one of the best methods you have at your disposal to improve your Quality Scores and weed out irrelevant clicks. A good list of negative keywords will ensure you are not paying for traffic that you already know will not convert to sales and leads.

Getting ready

You'll need to do some research to generate a thorough list of negative keywords. Part of this process is using your common sense and thinking of potential related queries that will not be relevant. Aside from brainstorming potential negatives, you can also use the following tools:

  • Google's keyword tool: Type in the most general keywords you'll be running in your campaigns to see other related terms that people are typing in. Anything that does not apply to you is a good potential negative keyword.

  • Google.com: Search your most general keywords and pay attention to both ads and search results. Are some of the ads and search results that come up related to products...

CONTINUE READING
83
Tech Concepts
36
Programming languages
73
Tech Tools
Icon Unlimited access to the largest independent learning library in tech of over 8,000 expert-authored tech books and videos.
Icon Innovative learning tools, including AI book assistants, code context explainers, and text-to-speech.
Icon 50+ new titles added per month and exclusive early access to books as they are being written.
Advertising on Google: The High Performance Cookbook
End of Section 5
Next Section
notes
bookmark Notes and Bookmarks search Search in title playlist Add to playlist font-size Font size

Change the font size

margin-width Margin width

Change margin width

day-mode Day/Sepia/Night Modes

Change background colour

Close icon Search
Country selected
Close icon Your notes and bookmarks

Confirmation

Modal Close icon
claim successful
Order Page Read Now

Buy this book with your credits?

Modal Close icon
Are you sure you want to buy this book with one of your credits?
Close
YES, BUY

Submit Your Feedback

Modal Close icon
Modal Close icon
Modal Close icon