| 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 |