Google AdWords For Dummies

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John Wiley & Sons, Nov 14, 2011 - Computers - 432 pages
1 Review
The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated!

Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and the new Google display network. In addition, the author provides updates that reflect helpful new best practices.

  • Boasts approximately 85 percent updated or new content
  • Updates popular topics such as experiments, ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and more
  • Incorporates changes to the AdWords interfaces
  • Shares best practices in split testing, opt-in landing page structure, and ad group structure
  • Reviews new, free tools included in AdWords as well as new and improved third-party tools

With this handy reference by your side, you'll discover the best way to make a Google AdWords campaign to work for you!

  

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Howie Jacobson and his co-authors Joel and Kristie McDonald of Vitruvian Way have updated Google AdWords for Dummies and made it truly the best book out there on a difficult subject: Google AdWords advertising. If you are interested in AdWords, this is a "must have" book, and it certainly earns its place on my shelf as one of the top ten books of 2011 on Internet Marketing, especially AdWords.
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It's a five star book, but it's a five star book on a three star subject: AdWords. Let me explain. I feel very strongly that one's Internet marketing is made up of three pillars -
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* SEO - Search Engine Optimization, getting to the top of Google - for free.
* AdWords - paid, pay-per-click advertising on Google and/or the Display Network of blogs, portals, gmail, etc.
* Social Media Marketing - free efforts on Facebook, LinkedIn, Twitter, Google+ and the like
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A good - no, a great- marketing plan doesn't look at any one subject in isolation, but rather looks at the whole picture and simultaneously attempts to get your company buzz and visibility across each pillar. In my experience, the most powerful bang-for-buck is on SEO. SEO is free (in terms of out of pocket costs), and SEO gets you more clicks and even better conversions than either AdWords or Social Media Marketing. I have had many, many clients and worked with thousands of students and universally their experience is the SEO outperforms AdWords by a long, long way.
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The implication here is to do SEO first, or at least make it a priority. Howie Jacobson's AdWords for Dummies, like most books focuses mainly just on AdWords. To his credit, he does mention SEO and he is clearly cynical about Google's interest in promoting paid advertising over free SEO. Even more so, he fills the book with numerous gems of wisdom, hidden insights, illumination of gottchas, and other ideas that make this book infinitely more valuable than a one-on-one with some of the knuckleheads at Google AdWords who answer the phone and emails at the help desk.
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* Just remember to position your AdWords inside of a broader Internet Marketing, and you will do fine.
* But if you do AdWords by itself, even if you read AdWords for Dummies, - you will have done yourself a terrible and expensive disservice.
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AdWords should always be done in conjunction with SEO as part of a comprehensive Internet marketing strategy! Never do AdWords alone!
 

Contents

Introduction
1
Becoming a Google Advertiser
9
Profiting from the Pay Per Click Revolution
11
Setting Up Your AdWords Account
27
Managing Your AdWords Account
39
Preparing Your AdWords Campaign
53
Reading the Mind of Your Market
83
Measuring What Matters with Conversion Tracking
101
Improving Your Campaigns through Keyword
205
Improving Your Campaigns through Keyword Management 205 Chapter 12 Cornering the Local Market
227
Analyzing the Numbers for Maximum Performance
247
Expanding and Leveraging Your Results
275
Making More Sales with Google Website Optimizer
293
Cloning Your Campaigns for Greater Precision
317
Following Your Best Prospects around the Web
339
The Part of Tens 371
355

Launching Your First Campaign
115
Writing Magnetic Ads
137
Giving Your Customer a Soft Landing on Your Website
163
Managing Your AdWords Campaigns
185
Ten or So AdWords Case Studies
367
A Website Optimizer
380
Index
383
Copyright

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About the author (2011)

Howie Jacobson is an Internet marketing strategist who specializes in helping clients succeed with Google AdWords. Joel McDonald is a Google AdWords consultant and popular conference speaker. Kristie McDonald is a Google AdWords Certified Professional and a strategic marketing consultant. Howie, Joel and Kristie are partners at the online marketing firm Vitruvian, found at www.VitruvianWay.com.

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