Allied Publishing Books and Training Manuals

 

Ultimate Guide to Profitable Pay-Per-Click Advertising

Table of Contents

(8 ½″ x 11″ Page Format)

How This Manual Will Benefit You 11
Chapter 1 Pay-Per-Click Advertising 14
Searching for Traffic with Pay-Per-Click Advertising 14
Advantages of Pay-Per-Click Advertising 14
Deciding When to Use Pay-Per-Click Advertising 16
Chapter 2 Understanding PPC Advertising 17
Understanding Google AdWords 17
Google’s Advertising Network 20
Lead Generation vs. Immediate Sale 20
What is Ad Rank? 21
Your Quality Score 21
Bidding 22
Ad Extensions 23
Chapter 3 Requirements for a Successful Advertising Campaign 24
How to Measure Website Profitability 25
How to Measure Your Results 27
Chapter 4 How to Run a Successful Campaign 28
Creating Ad-Specific Landing Pages 28
Important Elements of Your Landing Page 29
Quality Score 31
Set Up Conversion Tracking 32
Chapter 5 Account and Campaign Structure 33
Account Structure 33
Campaigns 34
Ad Groups 35
Structure of Your Account 36
Setting Up Google AdWords Account 37
Getting Started 38
Chapter 6 Campaign Settings 39
General 39
Campaign Type 39
Networks 40
Location 41
Language 42
Device 42
Time 42
Bidding and Budget 42
Keyword Matching Option 43
Scheduling 43
Delivery Method 43
Ad Delivery 44
Ad Extension 44
Advanced Campaign Settings 44
Chapter 7 How to Create Your First Campaign 46
Activating Your Account 47
How to Manage Your Account 48
Have a Well-Organized Campaign 49
Creating Your Ad Copy 49
Creating Your Ad Groups 50
Split Testing 51
How to Set Up Your First Campaign 51
Adjusting Your Campaign Settings 52
How to Create Your first Ad Group 53
Chapter 8 How to Set Up a Google PPC Campaign 55
Chapter 9 Building Google AdWords keyword List 60
Checking Your Online Market 60
Defining Your Audience 61
Number of Keywords 61
Broad vs. Specific Keywords 62
How to Plan a Successful Paid Search Campaign 62
How to Choose Your Keywords 63
Choosing the Most Profitable Keywords 64
Chapter 10 Save Money with Keyword Matching 66
Broad Match 66
Broad Match Modifier 67
Phrase Match 70
Exact Match 71
Negative Keywords 72
How to Use Negative Keywords 73
Which Match Types Should You Use? 75
Chapter 11 Step-By-Step Guide to Keywords Generation 76
Keywords Research 76
Using Google Analytics 79
Using Third-Party Tools 79
Chapter 12 Google AdWords Keyword Planner 82
How to Use Google AdWords Keyword Planner 85
Using Actual Keyword Matches 88
Delete Poor Keywords 89
Establishing Keyword Lists 89
Chapter 13 Generating Traffic to Your Site with Killer Ad Copy 91
How to Write Google Ads That Get Clicks and Converts 91
How to Write Google Ads to Increase CTR and Reduce CPC Prices 95
Eight Techniques to Increase Your Click-through Rates 96
Ten Approaches to Writing Better Ads 97
Creating Your Google Ads 98
Chapter 14 Bidding Strategies 101
Setting Bids for Your Campaign 101
Figuring Out How Much to Bid 101
Setting Bids Using Breakeven Point 102
Setting Bids Using Manual Bidding 102
Estimating Your Bids 103
Estimating Your Maximum Bid Amount 104
How to Use Suggested Bid 105
Using Flexible Bid Strategy 106
How to Optimize Your Bids 106
Chapter 15 Budgeting Strategies 108
Your Actual Daily Advertising Spend 108
How to Figure Out Your Daily Budget 108
How to Set Your Maximum Daily Budget 109
Estimating Your Daily Budget Based on Keywords 110
Chapter 16 Testing and Traffic Monitoring 111
Monitoring Your Campaign Performance 111
Important Statistics to Monitor 112
Advertising by Country 112
Advertising by Channel 113
Monitoring Your Traffic 113
Chapter 17 How to Manage Your AdWords Account 115
Campaign View 115
Individual Campaign and Ad Group View 117
Chapter 18 Using AdWords Editor for Managing Campaigns 118
Managing Your Campaigns Using AdWords Editor 118
Improving Keyword Performance 119
Impressions 120
Click-through-Rate 120
Conversion Rate 121
Managing Your Account for Maximum Performance 122
Chapter 19 Quality Score 124
The Importance of Quality Score 124
How to Find Your Quality Score 125
What Factors Determine Quality Score? 126
How to Improve Your Quality Score 128
Seven Strategies to Improve Your Quality Score 129
Chapter 20 How Ad Rank Determines Your Cost-Per-Click 131
Chapter 21 Impression Share 133
How to Find Your Impression Share Numbers 133
Impression Share vs. Coverage 134
How to Improve Your Impression Share That Can Increase Your Search Traffic by Over 80 Percent 135
Chapter 22 Understanding Click-Through Rates 137
Competitiveness of the Keyword Phrase 137
How Position of Your Ad Affects Your Click-Through Rate 138
Eight Techniques to Increase Your Click-Through Rates by Over 50 Percent 138
Chapter 23 Measuring Important Elements with Conversion Tracking 140
Setting up Conversion Tracking for AdWords 141
Setting Up Conversion Tracking for AdWords – 2nd Option 142
Placing Code on Your Website 144
Chapter 24 Google Analytics 145
How to View the Performance of Paid Search Campaigns 145
How to Link AdWords and Google Analytics 146
How to Link AdWords and Google Analytics – 2nd Option 147
Defining Your Goals in Google Analytics 148
Viewing Your Visitors Paths through the Site 149
Understanding Visitors Abandonment Rates 149
Troubleshooting AdWords Data in Google Analytics 150
Causes of data discrepancies 150
Measuring Conversion Rate from Organic Search 151
Chapter 25 Using Advanced Settings 152
Advanced Location Options 152
Making Changes to Your Scheduling Settings 152
Adjusting Your Bids 153
Adjusting Ad Delivery 154
Frequency Capping for Google Display Network 155
Chapter 26 Optimizing and Testing 157
Keywords 157
Ad Copy Testing 158
Landing Pages 158
Retargeting 159
Optimization Techniques 159
Improving Your Quality Score 161
A/B Split Testing 162
Review Geographic Performance 163
Your Ad Position 163
Review Opportunities 164
Allocating Adequate Budget 164
Chapter 27 Google Display Campaigns 165
How to Get Your Ads on Over Two Million Websites with Google’s Display Network 165
Using Display Planner 167
Choosing Your Targeting Option for High ROI 167
Best Display Targeting Options for Highest Conversion Rate 168
Eight Strategies for Successful Display Campaigns 169
Using Google’s Display Network for Testing Your Offer 170
How to Create Effective Display Ads 171
Chapter 28 Remarketing 172
Requirements for Setting up Remarketing 172
How to Set up Remarketing Campaign 173
Setting up Google AdWords Remarketing 173
Remarketing Setup for Google Analytics 174
How to Build Your Audience for Remarketing 176
Setting up Your Audience Lists 176
How to Target Your Hottest Prospects 177
Creating a Remarketing Campaign 177
Choosing Membership Duration 178
How to Write Effective Remarketing Ads 179
Conclusion 180
Glossary of Internet Terms SEO and Online Marketing Terms 181-228