| How This Book Will Benefit You | 12 | |
|---|---|---|
| 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 Ads | 17 | |
| Google’s Advertising Network | 19 | |
| Lead Generation vs. Immediate Sale | 20 | |
| What is Ad Rank? | 21 | |
| Your Quality Score | 21 | |
| Bidding | 22 | |
| Ad Extensions | 22 | |
| Chapter 3 | Requirements for a Successful Advertising Campaign | 24 |
| How to Measure Website Profitability | 25 | |
| How to Measure Your Results | 26 | |
| Chapter 4 | How to Run a Successful Campaign | 28 |
| Creating Ad-Specific Landing Pages | 28 | |
| Important Elements of Your Landing Page | 29 | |
| Quality Score | 30 | |
| Set Up Conversion Tracking | 31 | |
| Chapter 5 | Account and Campaign Structure | 33 |
| Account Structure | 33 | |
| Campaigns | 34 | |
| Ad Groups | 34 | |
| Structure of Your Account | 35 | |
| Setting Up Google Ads Account | 36 | |
| Getting Started | 37 | |
| Chapter 6 | Campaign Settings | 39 |
| General | 39 | |
| Campaign Type | 39 | |
| Networks | 40 | |
| Location | 41 | |
| Language | 41 | |
| Device | 42 | |
| Time | 42 | |
| Bidding and Budget | 42 | |
| Keyword Matching Option | 43 | |
| Scheduling | 43 | |
| Delivery Method | 43 | |
| Ad Delivery | 43 | |
| Ad Extension | 44 | |
| Advanced Campaign Settings | 44 | |
| Chapter 7 | How to Create Your First Campaign | 45 |
| Activating Your Account | 46 | |
| How to Manage Your Account | 47 | |
| Have a Well-Organized Campaign | 47 | |
| Creating Your Ad Copy | 48 | |
| Creating Your Ad Groups | 48 | |
| Split Testing | 49 | |
| How to Set Up Your First Campaign | 50 | |
| Adjusting Your Campaign Settings | 51 | |
| How to Create Your first Ad Group | 52 | |
| Chapter 8 | How to Set Up a Google PPC Campaign | 54 |
| Chapter 9 | Building Google AdWords keyword List | 59 |
| Checking Your Online Market | 59 | |
| Defining Your Audience | 60 | |
| Number of Keywords | 60 | |
| Broad vs. Specific Keywords | 60 | |
| How to Plan a Successful Paid Search Campaign | 61 | |
| How to Choose Your Keywords | 61 | |
| Choosing the Most Profitable Keywords | 62 | |
| Chapter 10 | Save Money with Keyword Matching | 64 |
| Broad Match | 64 | |
| Broad Match Modifier | 65 | |
| Phrase Match | 67 | |
| Exact Match | 68 | |
| Negative Keywords | 69 | |
| How to Use Negative Keywords | 70 | |
| Which Match Types Should You Use? | 72 | |
| Chapter 11 | Step-By-Step Guide to Keywords Generation | 73 |
| Keywords Research | 73 | |
| Using Google Analytics | 75 | |
| Using Third-Party Tools | 76 | |
| Chapter 12 | Google Ads Keyword Planner | 78 |
| How to Use Google Ads Keyword Planner | 80 | |
| Using Actual Keyword Matches | 83 | |
| Delete Poor Keywords | 84 | |
| Establishing Keyword Lists | 84 | |
| Chapter 13 | Generating Traffic to Your Site with Killer Ad Copy | 86 |
| How to Write Google Ads That Get Clicks and Converts | 86 | |
| How to Write Google Ads to Increase CTR and Reduce CPC Prices | 90 | |
| Eight Techniques to Increase Your Click-through Rates | 90 | |
| Ten Approaches to Writing Better Ads | 91 | |
| Creating Your Google Ads | 92 | |
| Chapter 14 | Bidding Strategies | 95 |
| Setting Bids for Your Campaign | 95 | |
| Figuring Out How Much to Bid | 95 | |
| Setting Bids Using Breakeven Point | 96 | |
| Setting Bids Using Manual Bidding | 96 | |
| Estimating Your Bids | 97 | |
| Estimating Your Maximum Bid Amount | 98 | |
| How to Use Suggested Bid | 98 | |
| Using Flexible Bid Strategy | 99 | |
| How to Optimize Your Bids | 100 | |
| Chapter 15 | Budgeting Strategies | 102 |
| Your Actual Daily Advertising Spend | 102 | |
| How to Figure Out Your Daily Budget | 102 | |
| How to Set Your Maximum Daily Budget | 103 | |
| Estimating Your Daily Budget Based on Keywords | 103 | |
| Chapter 16 | Testing and Traffic Monitoring | 105 |
| Monitoring Your Campaign Performance | 105 | |
| Important Statistics to Monitor | 105 | |
| Advertising by Country | 106 | |
| Advertising by Channel | 106 | |
| Monitoring Your Traffic | 107 | |
| Chapter 17 | How to Manage Your Ads Account | 108 |
| Campaign View | 108 | |
| Individual Campaign and Ad Group View | 109 | |
| Chapter 18 | Using Google Ads Editor for Managing Campaigns | 111 |
| Managing Your Campaigns Using Google Ads Editor | 111 | |
| Improving Keyword Performance | 112 | |
| Managing Your Account for Maximum Performance | 114 | |
| Chapter 19 | Quality Score | 117 |
| The Importance of Quality Score | 117 | |
| How to Find Your Quality Score | 118 | |
| What Factors Determine Quality Score? | 119 | |
| How to Improve Your Quality Score | 120 | |
| Seven Strategies to Improve Your Quality Score | 121 | |
| Chapter 20 | How Ad Rank Determines Your Cost-Per-Click | 123 |
| Chapter 21 | Impression Share | 125 |
| How to Find Your Impression Share Numbers | 125 | |
| Impression Share vs. Coverage | 126 | |
| How to Improve Your Impression Share That Can Increase Your Search Traffic by Over 80 Percent | 127 | |
| Chapter 22 | Understanding Click-Through Rates | 128 |
| Competitiveness of the Keyword Phrase | 128 | |
| How Position of Your Ad Affects Your Click-Through Rate | 128 | |
| Eight Techniques to Increase Your Click-Through Rates by Over 50 Percent | 129 | |
| Chapter 23 | Measuring Important Elements with Conversion Tracking | 131 |
| Setting up Conversion Tracking for Google Ads | 132 | |
| Setting Up Conversion Tracking for Google Ads – 2nd Option | 133 | |
| Placing Code on Your Website | 134 | |
| Chapter 24 | Google Analytics | 136 |
| How to View the Performance of Paid Search Campaigns | 136 | |
| How to Link Google Ads and Google Analytics | 137 | |
| How to Link Google Ads and Google Analytics – 2nd Option | 138 | |
| Defining Your Goals in Google Analytics | 138 | |
| Viewing Your Visitors Paths through the Site | 139 | |
| Understanding Visitors Abandonment Rates | 139 | |
| Troubleshooting Google Ads Data in Google Analytics | 140 | |
| Causes of data discrepancies | 140 | |
| Measuring Conversion Rate from Organic Search | 141 | |
| Chapter 25 | Using Advanced Settings | 142 |
| Advanced Location Options | 142 | |
| Making Changes to Your Scheduling Settings | 142 | |
| Adjusting Your Bids | 143 | |
| Adjusting Ad Delivery | 143 | |
| Frequency Capping for Google Display Network | 144 | |
| Chapter 26 | Optimizing and Testing | 146 |
| Keywords | 146 | |
| Ad Copy Testing | 146 | |
| Landing Pages | 147 | |
| Retargeting | 147 | |
| Optimization Techniques | 148 | |
| Improving Your Quality Score | 149 | |
| A/B Split Testing | 150 | |
| Review Geographic Performance | 151 | |
| Your Ad Position | 151 | |
| Review Opportunities | 152 | |
| Allocating Adequate Budget | 152 | |
| Chapter 27 | Google Display Campaigns | 153 |
| How to Get Your Ads on Over Two Million Websites with Google’s Display Network | 153 | |
| Using Display Planner | 154 | |
| Choosing Your Targeting Option for High ROI | 155 | |
| Best Display Targeting Options for Highest Conversion Rate | 156 | |
| Eight Strategies for Successful Display Campaigns | 157 | |
| Using Google’s Display Network for Testing Your Offer | 158 | |
| How to Create Effective Display Ads | 158 | |
| Chapter 28 | Remarketing | 160 |
| Requirements for Setting up Remarketing | 160 | |
| How to Set up Remarketing Campaign | 161 | |
| Setting up Google AdWords Remarketing | 161 | |
| Remarketing Setup for Google Analytics | 162 | |
| How to Build Your Audience for Remarketing | 163 | |
| Setting up Your Audience Lists | 164 | |
| How to Target Your Hottest Prospects | 165 | |
| Creating a Remarketing Campaign | 165 | |
| Choosing Membership Duration | 166 | |
| How to Write Effective Remarketing Ads | 166 | |
| Conclusion | 167 | |
| Glossary of Internet Terms | SEO and Online Marketing Terms | 168-222 |