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Bart Weller - The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns

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Bart Weller The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns
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There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and advertising power.
Everything related to the platforms are covered in detailaccount setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more. Learn to take full advantage of all of the marketing options available through AdWords, including:

  • Geo-targeting, distribution, and placement of ads
  • Advanced account management and budget strategies
  • Keywords, metrics, and ROI management
  • Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer
  • Mobile marketing implementations and strategies
  • Working with the various APIs available for developers

With The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue.

What youll learn
  • The hows, whys, and history of SEM and Pay-Per-Click web technologies
  • How to set up and manage a Google AdWords account
  • How to create and manage tightly focused ad campaigns
  • The technology behind AdWords
  • Selecting the best keywords and phrases to trigger your ad on a search page
  • ROI management of your campaigns
  • Optimizing the quality of your landing page
  • Using AdWords for mobile marketing on smart phones and tablets
Who this book is for

Anyone looking to increase revenue through a web-based presence cannot do without the techniques and instructions outlined in The Definitive Guide to Google AdWords.

Table of Contents
  1. SEM and the Google Ecosystem
  2. AdWords in Depth
  3. Marketing with AdWords
  4. Getting Started with AdWords
  5. Local Advertising and Location Targeting
  6. Keyword Strategy
  7. Creating Ads and Landing Pages
  8. The Display Network
  9. Mobile Advertising with AdWords
  10. Account Management and Optimization
  11. Google Analytics and Actionable Data
  12. Testing with WebSite Optimizer

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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns

Copyright 2012 by Bart Weller and Lori Calcott

This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher's location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law.

ISBN-13 (pbk): 978-1-4302-4014-3

ISBN-13 (electronic): 978-1-4302-4015-0

Trademarked names, logos, and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name, logo, or image we use the names, logos, and images only in an editorial fashion and to the benefit of the trademark owner, with no intention of infringement of the trademark.

The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights.

While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein.

President and Publisher: Paul Manning
Lead Editor: Steve Anglin and Tom Welsh
Technical Reviewer: Christopher Klein
Editorial Board: Steve Anglin, Ewan Buckingham, Gary Cornell, Louise Corrigan, Morgan Ertel, Jonathan
Gennick, Jonathan Hassell, Robert Hutchinson, Michelle Lowman, James Markham, Matthew Moodie, Jeff
Olson, Jeffrey Pepper, Douglas Pundick, Ben Renow-Clarke, Dominic Shakeshaft, Gwenan Spearing, Matt
Wade, Tom Welsh
Coordinating Editor: Anita Castro
Copy Editor: Mary Behr
Compositor: Bytheway Publishing Services
Indexer: SPI Global
Artist: SPI Global
Cover Designer: Anna Ishchenko

Distributed to the book trade worldwide by Springer Science+Business Media New York, 233 Spring Street, 6th Floor, New York, NY 10013. Phone 1-800-SPRINGER, fax (201) 348-4505, e-mail orders-ny@springer-sbm.com, or visit www.springeronline.com.

For information on translations, please e-mail rights@apress.com, or visit www.apress.com.

Apress and friends of ED books may be purchased in bulk for academic, corporate, or promotional use. eBook versions and licenses are also available for most titles. For more information, reference our Special Bulk SaleseBook Licensing web page at www.apress.com/bulk-sales.

Any source code or other supplementary materials referenced by the author in this text is available to readers at www.apress.com. For detailed information about how to locate your book's source code, go to www.apress.com/source-code.

To Kathie, my wife, best friend, and companion, and our three kids, Frosty, Shaun, and Kirry.
And to Mom, who instilled a lifelong love of learning and ideas.
Bart Weller
This book is dedicated to all the people who kept the engines going while I tapped away. First, to
my husband, Aaron, who spent countless hours in kitchen and changed countless diapers. You
are the best teammate a girl could ask for. Thanks to Lindsay who not only made certain our
business got off the ground but also kept it afloat at new heights.
Lori Calcott

Contents at a Glance
Contents
About the Author

Bart Weller is a software developer and writer He lives in the Central Rockies - photo 2Bart Weller is a software developer and writer. He lives in the Central Rockies of Colorado with his wife, two country cats, six misanthropic llamas, and dog Duffey (named in honor of the late John Duffey, former lead tenor with the Seldom Scene bluegrass band). He loves all kinds of music except for Heavy Metal and is a volunteer DJ at the local community radio station. His hobbies are clearing deadfall and fixing things. Among the people he admires are Albert Einstein, Alan Kay, Abraham Lincoln, George Carlin, Richard Feynman, and J.J. Cale.

Lori Calcott is a partner at webShine wwwwebshinecom a search marketing - photo 3Lori Calcott is a partner at webShine (www.webshine.com), a search marketing business in Aspen, Colorado that focuses on helping businesses increase revenue through online visibility.

Lori received a BS in Biochemistry from Pennsylvania State University in 1997. After graduating from college, she moved west and switched gears by landing in the Rocky Mountains and the world of marketing. Lori started in search marketing in 2001 while working for a start-up and handling all things marketing. As a self-proclaimed PPC geek, Lori has transitioned through the paid search space from early days of paid advertising with Overture through Yahoo's Panama update and now works tirelessly to keep up with world of AdWords, MSN AdCenter, and Facebook marketing.

Lori lives in Aspen, Colorado, with her husband, Aaron, and two kids. She can be found playing with her family on the slopes and in the mountains.

About the Technical Reviewer

Christopher Klein http://38alleys.com

Acknowledgments

Thanks to Mark Beckner, who got us started with this book while on the Apress Editorial Board. And thanks to Teryl Lundquist, who took the accompanying author's photo with his Best Llama, Paprika.

Bart Weller and Lori Calcott

Introduction

We often hear that the Internet has changed the world. It has most certainly changed the worlds of advertising, retail, news, and magazine and book publishing, and Google has played a central role in this change. If one were asked to fill in the blank in the sentence Google is a(n) ___________ company with what they feel is the most descriptive word, very few would choose the word advertising. A more likely choice would be search or technology. But in the context of its business regime and its revenues, an argument could be made that it is predominantly an advertising company.

One effect that online advertising has had on the Internet economy is enabling small to medium businesses (SMBs) to become viable participants in the online ad arena along with the heavy hitters. A small business with a limited ad budgetand with a well-tuned AdWords campaigncan compete with the big guns on the same Google search results page. This is because the real-time auction-based system used by AdWords for determining ad position uses both keyword and landing page quality scores, on the one hand, and keyword bids, on the other. And quality scores count for a lot in this system. This relatively new ad technology doesn't level the playing field entirely; big advertising budgets and the consequent ability of the large retailers to mount very effective campaigns still count for a lot. But the system does give the SMBs a better entre than is the case with traditional media channels. Market analysts tell us that online consumer purchases continue to accelerate in comparison to in-store purchases, so we think this comparative leverage of the SMBs in the online arena can be expected to grow in importance.

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