Advanced Google AdWords – 3rd Edition
Genres: Marketing
Book Preface
Advanced Google AdWords is written for people who have a solid
understanding of AdWords and have opened and managed their own
account. What you will not find is information on how to open an
account or navigate through the interface, or introductory material
on keywords. These basics can be found in the AdWords Learning
Center for free.
This book begins where most blogs and training leave off—optimization for inter-
mediate and expert users. There are so many options with AdWords that it can be diffi-
cult to determine where to start or to understand what is possible. For instance, you could create an ad for a smartphone that is shown to a consumer only if
• The consumer is in the business section of the New York Times.
• The article being read is about stock brokers.
• The consumer is on a mobile device.
• The consumer is located in Minneapolis.
• The time is between 6 a.m. and 8 a.m.
While rarely will you want an ad shown under such stringent conditions, choosing
one or two of those options to constrain your ad serving to reach your ideal customer will help you save marketing dollars. And best yet, you
will be putting the correct ad in front of your target market.
Of course, there is more to AdWords than image ads and the Display Network.
We start with search and end with step-by-step instructions. We will dive into detailed ad copy and landing page testing, account organization, ad copywriting, and even multiple
strategies for setting bids.
You will find one of the most comprehensive sections ever written on Quality
Score. If you have been advertising with Google for a while and either do not know what
Quality Score is or have had issues with high first-page bids or low Quality Scores, this book is definitely for you.
If you are an advanced user and wondering if you can learn from this book, just flip
to the last chapter. There you will find a step-by-step guide for creating and optimizing AdWords accounts. Every single section in that chapter is the cumulation of what you will learn throughout this book.
This book’s two mantra words are creativity and profits. To be creative with AdWords you need to understand your options and how various settings influence other
settings. To increase profits you need to understand testing, conversions, and bidding strategies. When you combine creativity and profits, you will stop just advertising and spending money. Instead, you will put the correct ad in front of your ideal customer at the time when they are most likely to convert so that your company can increase their overall profits.
What You Will Learn
This book does not just tell you how a feature works but also gives you strategies into
using that feature. For instance, most national companies ignore location targeting. This is a mistake. Did you know you can buy a diet beer in Japan? Try selling a diet beer to
Americans. You cannot buy Coke Lite in the United States or Diet Coke in Europe. Why?
The words diet and lite evoke different feelings in different geographies. This book will give you strategies to determine your conversion rate and spend for different geographies, how to test different ads by geography, and how to maximize your returns in each geography where you are advertising.
| Download Ebook | Read Now | File Type | Upload Date |
|---|---|---|---|
| Download here
|
Read Now | Epub, PDF | May 30, 2020 |
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