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Full Description
Sams Teach Yourself Google AdWords in 10 Minutes gives you straightforward, practical answers when you need fast results. By working through its 10-minute lessons, you'll learn everything you need to use Google AdWords to find more customers, sell more of your products and services, and earn higher profits at lower cost! Tips point out shortcuts and solutions Cautions help you avoid common pitfalls Notes provide additional information Plain English definitions explain new terms 10 minutes is all you need to learn how to...*Identify goals, target markets, and demographics * Create your AdWords account and publish your first test ads * Write great ads and continually improve your copy * Schedule ads for the right times of day, days of the week, holidays, and seasons * Master AdWords' tools for managing accounts, bids, keywords, and ads * Choose, fine-tune, and optimize keywords * Use AdWords to complement organic search engine optimization (SEO) campaigns * Use geotargeting and other advanced techniques * Profit from AdWords' suggestions-and know when to ignore them * Utilize AdWords reporting to improve your ads' profitability * Control spending, manage cash flow, and reduce costs without impacting results * Troubleshoot your AdWords campaigns
Contents
Introduction 1 About This Book 3 Who This Book Is For 4 What Do I Need to Use This Book? 5 Conventions Used in This Book 5 Screen Captures 6 1 Getting More Business with AdWords 7 Identifying AdWords Ads 7 How AdWords Works for Users 12 How AdWords Works for Sellers 13 Finer Points of AdWords for Sellers 15 Search Engine Optimization and AdWords 18 Summary 20 2 Creating an AdWords Account 21 Using a Google Account 21 Creating a Business Google Account 24 Signing Up for Your Gmail and Google Account 27 Signing Up for Your AdWords Account 30 Summary 35 3 Creating Your First AdWords Campaign 37 Getting Started Fast 37 Choosing Campaign Settings 39 Creating an Ad and Keywords 44 Setting Up Billing 48 Summary 52 4 Identifying Your Target Markets for AdWords 53 Starting with a Success 53 How Do You Make Money? 55 How Do Customers Buy from You? 58 Identifying Your Type of Business 60 Choosing an Initial Campaign 61 Summary 64 5 Setting Up a New Campaign 65 Starting with Your Campaign Type 65 Choosing Networks and Devices 70 Setting the Campaign Type and Related Options 73 Summary 76 6 Deciding Where to Show Your Ads 77 Understanding Why Geo-Targeting Works 77 Using AdWords for Geo-Targeting 81 Using AdWords for Language Targeting 88 Summary 90 7 Setting Your Bidding, Budget, and Delivery Options 91 Understanding Keyword Bids and Winning Ads 91 Using Basic Bidding Options 94 Using Advanced Bidding Options 97 Setting a Daily Budget (Versus Monthly Spending) 99 Setting Position Preference and Delivery Method 100 Setting Options for Bidding, Budget, and Delivery 102 Summary 104 8 Adding Extensions 105 Understanding Ad Extensions 105 Using the Location Extension 108 Using the Product Extension 109 Using Ad Sitelinks 111 Using Phone Extensions 113 Setting Ad Extensions 115 Summary 117 9 Using Advanced Settings 119 Using the Schedule Advanced Setting 119 Using the Ad Delivery Advanced Setting 122 Using the Demographic Bidding Advanced Setting 123 Setting Advanced Settings 125 Summary 127 10 Writing Great Ads 129 Understanding What Ads Do 129 Writing a Great Ad 131 Writing an Ad for a Course 132 Writing an Ad for Online Book Sales 135 Choosing Different Types of Ads 137 Image Ads 137 Display Ads 139 WAP Mobile Ads 140 Creating a Text Ad 140 Summary 142 11 Finding Your Keywords 143 Tying Keywords to What You Sell 143 Using Different Types of Keywords 146 Keywords and Ad Text 148 Entering Keywords and Key Phrases 149 Summary 152 12 Choosing Placements and Bids 153 Choosing Placements 153 Entering Default Bids 157 Summary 160 13 Managing Your Ad Group 161 Understanding the Ad Group Screen 161 Monitoring and Changing Your Account 164 Analyzing Keyword Success 169 Summary 174 14 Updating Your Campaign 175 Creating and Understanding Reports 175 Setting the Date Range for Reporting 176 Specifying Keywords, Segments, and Filters 178 Specifying Graph Options 180 Managing Ads and Alerts 182 Summary 184 15 Using Opportunities and Improving Landing Pages 185 Taking Advantage of AdWords' Opportunities 185 Improving Your Landing Pages 189 Summary 194 16 Using Additional Reports and Tools 195 Using Additional Reports 195 Checking Your Account's Change History 196 Using Google Tools 203 Summary 204 Index 205
