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Using Google AdWords and AdSense

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Using Google AdWords and AdSense


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  • Copyright 2010
  • Edition: 1st
  • Book
  • ISBN-10: 0-7897-4395-7
  • ISBN-13: 978-0-7897-4395-4

Get comfortable with Google AdWords and AdSense. Don’t just read about it: See it and hear it with step-by-step video tutorials and valuable audio sidebars delivered through the Free Web Edition that comes with every USING book. For the price of the book, you get online access anywhere with a web connection–no books to carry, content updated, and the benefit of video and audio learning. Way more than just a book, this is all the help you’ll ever need where you want, when you want!

learn fast, learn easy, using web, video, and audio

Show Me video walks through tasks you’ve just got to see–including bonus advanced techniques

Tell Me More audio delivers practical insights straight from the experts

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Table of Contents

Introduction    1

Part 1: Pay-Per-Click Advertising

1 How Pay-Per-Click Advertising Works    7

A Brief Look at Advertising on the Internet    7

Understanding Pay-Per-Click Advertising    8

It Starts with One Little (Key) Word     9

Placing Ads in Context    10

Paying by the Click    11

Sharing Ad Revenues    12

Maximizing Ad Placements    13

Auctioning PPC Ads    14

Putting PPC Ads on Your Site with Google AdSense    15

Buying PPC Ads with Google AdWords    16

Part II: Using Google AdSense

2 Making Money from Your Website with AdSense    21

How to Make Money from Your Website    21

Getting to Know the AdSense Family    22

Understanding Google AdSense for Content    23

Understanding Google AdSense for Search    24

Understanding Google AdSense for Feeds    24

Understanding Google AdSense for Mobile Content    25

Understanding Google AdSense for Domains    25

How Much Money Can You Make?    26

Using AdSense in the Real World    27

How AdSense Works    27

3 Adding AdSense for Content to Your Website    29

Understanding Google AdSense for Content    29

Joining the AdSense for Content Program    30

Signing Up for AdSense    30

Adding AdSense Ads to Your Website    33

Choosing Ad Types and Sizes    37

Text Ads    37

Image Ads    40

Video Ads    42

Link Units    43

Inserting the Ad Code    45

Defining Ad Channels    46

Creating URL Channels    46

Creating Custom Channels    47

Adding Pages Behind a Login    49

Display Ads on Password-Protected Pages    49

Filtering Unwanted Ads    50

Blocking Competitive Ads    50

Blocking Ads by Category    51

Allowing Ads from Specific Sites Only    52

4 Adding Google AdSense for Search to Your Website    55

Understanding AdSense for Search    55

Adding a Google Search Box to Your Site    57

Join the AdSense for Search Program    58

Inserting the Search Box Code    61

Displaying Search Results on Your Own Site    62

Fine-Tuning Search Results with Keywords    63

Editing Your Website Search    64

Editing Search Settings    64

5 Adding AdSense for Feeds to Your Blog    65

Adding AdSense for Content Ads to a Blogger Blog    65

Activating AdSense: The Easy Way    66

Activating AdSense: Custom Placement    68

Adding AdSense for Content Ads to a WordPress Blog    70

Adding AdSense for Content Ads to a WordPress Blog    70

Adding AdSense Ads to Your Site Feeds    71

Adding Advertising to a Site Feed    72

6 Using AdSense for Mobile Content    75

Understanding Google AdSense for Mobile Content    75

Adding AdSense Ads to Mobile Pages    77

Activating AdSense for Mobile Content    78

7 Using AdSense for Domains    83

Understanding Google AdSense for Domains    83

How AdSense for Domains Works    83

Program Restrictions    85

Why Use AdSense for Domains?    86

Enabling AdSense for Domains    87

Filling a Parked Domain with Content    88

8 Earning Sales Commissions from the Google Affiliate Network    91

Understanding the Google Affiliate Network    91

Who Advertises on the Google Affiliate Network?    92

How Much Can You Earn?    92

What Do the Ads Look Like?    92

Joining the Google Affiliate Network    92

Applying for the Google Affiliate Network    93

Applying to Advertiser Programs    94

Viewing a List of Advertisers    95

Inserting Ads on Your Site    95

Adding a Retailer’s Ads to a Website    96

Viewing Reports    99

Getting Paid    100

Optimizing Google Affiliate Network Performance    101

9 Monitoring Your AdSense Performance    103

Viewing Overview Reports    103

Displaying Overview Information    103

Generating Quick Reports    105

Viewing Advanced Custom Reports    107

Creating a Custom Report    107

Saving Your Custom Report    108

Using the Report Manager    109

Linking Google AdSense with Google Analytics    110

Integrating with Google Analytics    110

Viewing AdSense Information in Google Analytics    111

Viewing Site Problems    114

Managing Account Information    116

Getting Paid    116

Entering Payment Information    116

10 Ten Tips for Increasing Your AdSense Revenue    119

Tip #1: Give Your Ads Prominent Position    119

Why Position Matters    119

What’s the Best Position?    120

Positioning Link Units    121

Tip #2: Format Your Ads to Look Like They’re Part of the Page    123

Tip #3: Choose a Large Ad Format    124

Tip #4: Display Both Text and Image Ads    125

Tip #5: Surround Your Ads with Images    126

Tip #6: Put Multiple Ads on Your Page    126

Tip #7: Use Section Targeting    127

Tip #8: Utilize Third-Party Tools to Track Your AdSense Performance    127

Tip #9: Improve Your Site’s Content–and Increase Your Traffic    130

Tip #10: Test, Test, Test    131

Bonus Tip: What Not to Do    132

Don’t Mix AdSense with Other Ad Programs    132

Don’t Overdo It    132

Don’t Put Ads on Your Registration or Sign-In Pages    133

Don’t “Beg” for Clicks    133

Don’t Click on Your Own Ads    133

Don’t Create “Made for AdSense” Sites    133

Part III: Using Google AdWords

11 Creating an Online Advertising Plan and Determining Your AdWords Budget    137

Getting to Know Google AdWords    137

PPC Advertising: A Quick Review    138

What You Can Advertise    140

How AdWords Works    141

How Google Makes Money    142

Developing an Online Marketing Plan    142

Understanding the Components of an Online Marketing Plan    143

Making All the Elements of Your Online Marketing Plan Work Together    147

Determining Your AdWords Budget    149

Understanding CPC and CPM    149

Determining Your Total Budget    150

12 Creating Your AdWords Account    153

Signing Up for AdWords    153

Entering Billing Information    155

Exploring the AdWords Site    157

13 Creating Your First AdWordsCampaign    161

Understanding Campaigns and Ad Groups    161

Structuring Your Account    162

Understanding Campaign Parameters    164

Name    165

Locations    165

Demographics    165

Networks    165

Devices    166

Bidding    166

Budget    167

Position Preference    167

Delivery Method    167

Schedule    167

Ad Rotation    168

Frequency Capping    168

Creating a New Campaign    168

Setting Up Conversion Tracking    174

Managing Your Campaigns    176

Ad Groups    177

Settings    178

Ads    178

Keywords    179

Networks    179

14 Creating Effective Ads    181

Creating an Ad Group and Ads    181

Adding More than One Ad to an Ad Group    184

Creating Other Types of Ads    184

Creating Image Ads    185

Building Animated Image Ads with the Display Ad Builder    187

Creating Mobile Ads    190

Writing More Effective Text Ads    192

15 Bidding the Right Price    195

Understanding CPC Bidding    195

Manual Versus Automatic Bidding    195

Bid Rates Versus ROI    196

Using the Bid Simulator Tool    197

Using the Traffic Estimator Tool    199

Ways to Reduce Your Maximum Bid    200

Bidding Whatever It Takes to Be Number One    200

Bidding for a Specific Position    202

Bidding High–Then Lowering Your Bids    203

Bidding the Bare Minimum    203

Bidding What It’s Worth    204

16 Choosing the Right Keywords    205

What Is a Keyword–and Why Is It Important?    205

Compiling Your Keyword List    206

Performing Keyword Research    206

How Keyword Research Tools Work    207

Choosing a Keyword Research Tool    207

Using Google’s Keyword Tool    208

Using the Search-Based Keyword Tool    209

Doing Competitive Research    212

Understanding Keyword Matching    212

Getting More Results with Broad Matching    213

Matching Requests with Phrase Matching    214

Producing Exact Results with Exact Matching    214

Filtering Out Bad Prospects with Negative Keywords    215

Diagnosing Keyword Performance    215

Understanding Your Quality Score    217

17 Maximizing Conversion with a Custom Landing Page    221

Where Should Customers Land?    221

Creating an Effective Landing Page    222

Creating a Great-Looking Landing Page    224

Asking for the Order    224

Improving Your Quality Score with a Quality Landing page    225

Landing Page Versus Display Page    226

18 Combining PPC Advertising with Search Engine Marketing    229

Understanding Search Engine Marketing    229

What Search Engine Marketing Is–and What It Isn’t    229

Why Search Engine Marketing Is Important    230

PPC Advertising and Search Engine Marketing: Working Together    231

Improving Your Search Results with SEO    232

Better Content = Better Search Results    232

Organization and Hierarchy Are Important    233

Keywords Count    233

<META> Tags Matter    234

Inbound Links Affect PageRank    235

Submitting Your Site Makes Sense    235

Sitemaps Help    236

Images Don’t Count    237

Fresh Content Is Best    238

It Pays to Know Your Customer    238

Making PPC Advertising and Search Engine Marketing Work Together    238

Content Is King     238

    and So Are Keywords    239

19 Advertising on YouTube    241

Choosing the Type of Video to Produce    241

Informative Videos    242

Educational Videos    242

Entertaining Videos    243

Producing a YouTube Video    243

Equipment Needed    243

Video Specifications    244

Uploading Your Video    244

Promoting Your YouTube Videos    246

Creating a Promoted Videos Campaign    247

Advertising a Video on YouTube    248

Tracking Performance from the Promoted Videos Dashboard    252

Tracking Performance from the AdWords Dashboard    254

20 Monitoring Your Campaign’s Performance    255

Monitoring from the AdWords Dashboard    255

Monitoring Campaign Performance    256

Monitoring Ad Group Performance    257

Monitoring Ad Performance    259

Monitoring Keyword Performance    260

Monitoring Network Performance    261

Creating Performance Reports    262

Understanding Key Metrics    267

Impressions    268

Clicks    268

Click-Through Rate (CTR)    268

Percent of Clicks Served    269

Average Position    269

Cost    269

Conversions    270

21 Dealing with Click Fraud    271

Who Benefits from Click Fraud?    271

How Click Fraud Works    272

Manual Click Fraud    273

Script-Based Click Fraud    273

Traffic-Based Click Fraud    274

Paid-to-Read Click Fraud    274

Hijacked PC Click Fraud    274

Combating Click Fraud    275

Monitoring Ad Performance    275

Using Click Fraud Detection Tools    275

Viewing Invalid Clicks    276

Reporting Click Fraud    277

22 Ten Tips for Improving Your AdWords Performance    281

Tip #1: Write a Compelling Headline    281

Tip #2: Write Compelling Copy–With a Strong Call to Action    282

Persuasive Words    282

Action Words    284

Tip #3: Include Targeted Keywords    284

Tip #4: Bid on Misspelled Keywords    285

Tip #5: Use Keyword Matching    285

Tip #6: Bid High–Then Go Lower    286

Tip #7: Point Users to a Customized Landing Page    287

Tip #8: Create Multiple Campaigns    288

Tip #9: Optimize Your Campaign Settings    288

Tip #10: Test, Test, Test    288

Bonus Tip: What Not to Do    289

Don’t Waste Words    289

Avoid Duplicate Keywords    289

Don’t Overbid on Content Network Keywords    290

Don’t Be Annoying    290

And That’s That     290

Index    291


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