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  • Book Overview & Buying Advertising on Google: The High Performance Cookbook
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Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook

By : Kristina Cutura
4.7 (7)
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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)
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Advertising on Google: The High Performance Cookbook
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Advertising on Google: The High Performance Cookbook
Credits
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Credits
About the Author
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About the Author
About the Reviewers
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About the Reviewers
www.PacktPub.com
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www.PacktPub.com
Preface
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Preface
Lock Free Chapter
1
Researching the Market and Competition and Setting Goals
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Researching the Market and Competition and Setting Goals
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Introduction
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Focusing on relevance
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Identifying your competitors using Google search results
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Using third-party tools to research competitors
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Analyzing budgets and bids to determine market saturation
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Setting advertising goals
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Predicting if AdWords will be profitable and calculating potential returns
2
Setting up Your Account
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Setting up Your Account
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Introduction
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Creating an AdWords account
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Determining the right billing option for your needs
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Inviting other users to access your account
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Changing user access levels or removing users
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Enabling auto tagging at the account level
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Changing your notification settings
3
Tracking beyond the Click
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Tracking beyond the Click
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Introduction
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Linking AdWords to Google Analytics
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Creating a conversion goal in AdWords to track leads or sales
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Importing goals from Google Analytics into AdWords
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Verifying that conversion tracking is working
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Analyzing how long it takes to convert customers
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Analyzing assist clicks and impressions
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Analyzing AdWords data in Google Analytics
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Analyzing time on site data and bounce rates
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Structuring Your Account
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Structuring Your Account
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Introduction
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Planning account structure
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Common ways to structure campaigns
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Deciding where to show your ads
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Device targeting options
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Choosing which locations to target
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Excluding locations from seeing your ads
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Selecting target languages
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Creating themed ad groups
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Renaming campaigns and ad groups
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Creating Relevant Keywords
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Creating Relevant Keywords
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Introduction
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Using keyword matching options effectively
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Finding relevant keywords
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Analyzing competitor keywords from spyfu.com and similar tools
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Generating negative keywords
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Identifying keyword duplicates
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Multiplying keyword phrases
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Changing broad keywords to broad match modifiers
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Adding new keywords to an existing ad group
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Editing, pausing, or deleting keywords
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Writing Compelling Ads
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Writing Compelling Ads
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Introduction
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Researching competitors' ads
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Setting campaign ad rotation
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Creating effective ads
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Choosing landing pages
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Implementing dynamic keyword insertion in ads
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Avoiding common ad copy mistakes
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Split testing ad copy
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Editing your ad text
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Pausing or deleting ads
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Budgets and Bidding
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Budgets and Bidding
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Introduction
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Setting and adjusting campaign budgets
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Evaluating your current budget and potential impact of budget changes
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Setting and adjusting ad group level bids
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Setting and adjusting keyword level bids
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Enabling enhanced bidding
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Enabling Conversion Optimizer
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Adjusting CPA bids
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Setting separate bids for calls
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Predicting impact of bid changes using the Bid Simulator
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Modifying mobile bids
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Adjusting location bids
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Adjusting bids based on the day of the week and time of day
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Running Display Ads
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Running Display Ads
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Introduction
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Creating an automatic placements campaign
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Creating a managed placements campaign
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Researching and adding display placements
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Targeting display sites based on topics
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Excluding irrelevant and poorly performing placements
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Avoid displaying your ads on certain pages
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Excluding categories of sites and potentially sensitive topics
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Adding image ads to display campaigns
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Creating rich image ads with Display Ad Builder
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Analyzing relative CTR to benchmark display performance
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Remarketing to Past Visitors
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Remarketing to Past Visitors
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Introduction
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Generating the remarketing code
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Creating remarketing audiences in AdWords
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Creating custom remarketing combinations via rules
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Setting up a remarketing campaign
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Setting remarketing bids
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Setting frequency caps to limit how often ads show
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Increasing traffic to your remarketing campaign
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Remarketing to YouTube viewers
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Reporting and Analysis
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Reporting and Analysis
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Introduction
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Running and scheduling reports
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Customizing columns to personalize data views
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Analyzing the days and times when ads perform best
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Analyzing geographic performance
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Reviewing call details
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Finding out where on display your ads are appearing
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Segmenting performance reports
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Creating filters to customize reporting
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Viewing data in graph format
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Evaluating sitelink extensions
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Using impression share metrics to increase conversions
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Optimizing Performance
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Optimizing Performance
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Introduction
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Improving relevance and Quality Score
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Improving ad rank
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Changing keyword match types
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Scheduling ads to run during key days and times
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Expanding your keyword list
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Analyzing ad copy performance and picking top performers
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Adjusting budgets to maximize traffic and conversions
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Tips to increase traffic
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Running search term reports to optimize keywords
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Optimizing bids for ROI
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Optimizing keywords to improve ROI
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Excluding IP addresses from seeing your ads
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Optimizing your landing pages
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Advanced Strategies and Features
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Advanced Strategies and Features
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Introduction
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Creating sitelinks
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Setting up call extensions
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Implementing social extensions
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Setting up location extensions
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Promoting application downloads
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Setting up Dynamic Search Ads
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Creating product ads
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Using experiments to test campaign changes
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Using advanced negative match keywords
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Automating actions based on rules and goals
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Common AdWords mistakes
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Managing AdWords
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Managing AdWords
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Introduction
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Troubleshooting why your ads are not showing up
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Finding out your ad's approval status
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Creating custom alerts to monitor performance
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Reviewing past changes and revisions
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Viewing or hiding paused or deleted items
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Getting started with AdWords Editor
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Making changes to campaign settings via AdWords Editor
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Reviewing account statistics through AdWords Editor
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Copying campaigns or ad groups with AdWords Editor
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Adding keywords in bulk using AdWords Editor
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Updating ads in bulk using AdWords Editor
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Index
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Index

Setting remarketing bids

You'll need to bid competitively on your remarketing ad groups in order for your ads to show on Google's Display network. You'll be competing against all of the other advertisers who are running remarketing campaigns as well as against other ads targeting the Display network. Keep in mind the purchase cycle and your different remarketing audiences as you decide how much to bid on each segment.

Getting ready

You'll need to create a remarketing campaign and multiple ad groups for your different audiences. Creating separate ad groups for each remarketing audience will allow you to better segment and bid separately based on priority.

How to do it...

  1. First decide if you'd like to use Max Cost-Per-Click (CPC) or Cost Per 1000 Impressions (CPM) bids. I recommend going with CPC bids if you are direct response focused. You can choose and adjust your bidding strategy at the campaign level in your remarketing campaign setting page.

  2. Once you have chosen your bidding strategy at the...

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