AdWords For Dummies

by Howie Jacobson

Overview

• AdWords lets every business-from eBay PowerSellers to Fortune 500 companies-create targeted, cost-efficient advertising campaigns on the Web, and accounts for the bulk of Google's $6 billion in annual revenues
• This all-new guide helps advertisers get a handle on AdWords complexities and nuances, adopt AdWords best practices, and turn clicks into ka-ching!
• Topics covered include conducting quick and cheap market research, crafting a message that cuts through the clutter, choosing AdWords settings, bidding on keywords, setting a maximum daily spend, improving the Web page that an ad points to, testing strategies, tracking results, and using Web analytics tools
• Includes an exclusive offer from Google-AdWords credits equivalent to the price of the book-plus a companion Web site with up-to-the-minute AdWords tips and tricks, narrated video walkthroughs, and free trials of the author's software

Product Details

ISBN-13:	9781118051726
Publisher:	Wiley
Publication date:	05/04/2011
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	408
File size:	34 MB
Note:	This product may take a few minutes to download.

About the Author

Howie Jacobson, PhD, is an Internet marketing strategist who specializes in helping his clients use Google AdWords successfully. He creates direct marketing courses and conducts training sessions on AdWords.

Table of Contents

Introduction.

Part I: Becoming a Google Advertiser.

Chapter 1: Profiting from the Pay-Per-Click Revolution.

Chapter 2: Setting Up Your Starter Edition Account.

Chapter 3: Setting Up Your Standard Edition Account.

Part II: Launching Your AdWords Campaign.

Chapter 4: Discovering Your Online Market.

Chapter 5: Choosing the Right Keywords.

Chapter 6: Writing Magnetic Ads.

Part III: Managing Your AdWords Campaigns.

Chapter 7: Deciding Where and When to Show Your Ads.

Chapter 8: Improving Your Campaigns through Keyword Management.

Chapter 9: Getting It Done with AdWords Tools.

Part IV: Converting Clicks to Clink.

Chapter 10: Giving Your Customer a Soft Landing on Your Web Site.

Chapter 11: Following Up with Your Prospects .

Chapter 12: Building a “Climb the Ladder” Web Site.

Part V: Testing Your Strategies and Tracking Your Results.

Chapter 13: How You Can’t Help Becoming an Advertising Genius.

Chapter 14: Slashing Your Costs with Conversion Tracking.

Chapter 15: Making More Sales with Google Analytics.

Part VI: The Part of Tens.

Chapter 16: The Ten Most Serious AdWords Beginner’s Mistakes.

Chapter 17: Ten AdWords Case Studies.

Index.

Editorial Reviews

Google AdWords is the number one way to reach customers on the Web: powerfully efficient and completely measurable. But with your competitors already using AdWords, you'll need help to maximize the value of your AdWords investment. AdWords for Dummies gives you that help. And it comes with an exclusive AdWords offer from Google that pretty much pays for the book: Talk about a no-lose proposition.

If you're just getting started with AdWords, this book will help you make your way around the AdWords interface and set up your starter or standard account as quickly and efficiently as possible.

Next, you'll walk through launching your first campaign: not just the pointing-and-clicking part, but the thinking. How do you identify your online market, assess its likely size and profitability, and uncover new buying trends? What can you learn from the AdWords Bid Estimator, and from what's happening at Amazon, PayPal, and elsewhere online? How do you position your business, then choose the right keywords (with specific guidance for scenarios ranging from discretionary purchases to price-shopping consumers)?

You'll discover how to write "killer" ads and make sure they lead your customers to equally killer landing pages. You'll walk through optimizing your campaigns by nurturing, relocating, and "firing" keywords -- and by using slick "split testing" techniques formerly exclusive to advertising and marketing professionals.

Beyond landing pages, this book offers tips on building commerce sites that transform prospects to relationships, and relationships to sales. You'll learn how to use tools like audio, video, blogs, and chat more effectively -- and even convince prospects to "opt in" to your communications. There's even a list of beginner's mistakes to avoid.

With this book, you can be a sophisticated, successful AdWords user and still have time to run the rest of your business. Bill Camarda, from the November 2007 Read Only