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 |