Using Google Adwords and Adsense 9780789743954, 0789743957

Table of contents :
Cover......Page 1
Media Table of Contents......Page 7
A Brief Look at Advertising on the Internet......Page 29
Show Me Media 1.2—A video about how PPC advertising works......Page 31
How to Make Money from Your Website......Page 43
Getting to Know the AdSense Family......Page 44
How Much Money Can You Make?......Page 48
Understanding Google AdSense for Content......Page 51
Joining the AdSense for Content Program......Page 52
Adding AdSense Ads to Your Website......Page 55
Tell Me More Media 3.4—A discussion about choosing ad sizes......Page 60
Show Me Media 3.5—A video about the differences between types of image ads......Page 64
Show Me Media 3.6—A video about the different types of video ads......Page 65
Show Me Media 3.7—A video about the different types of link units......Page 66
Filtering Unwanted Ads......Page 72
Understanding AdSense for Search......Page 77
Tell Me More Media 4.2—A discussion about why Google AdSense for Search makes sense for your site......Page 78
Adding a Google Search Box to Your Site......Page 79
Displaying Search Results on Your Own Site......Page 84
Adding AdSense for Content Ads to a Blogger Blog......Page 87
Show Me Media 5.2—A video about how to activate AdSense......Page 88
Show Me Media 5.3—A video about how to place ads on my blog......Page 90
Adding AdSense Ads to Your Site Feeds......Page 94
Understanding Google AdSense for Mobile Content......Page 97
Show Me Media 6.3—A video about how to place AdSense ads on mobile pages......Page 100
Understanding Google AdSense for Domains......Page 105
Tell Me More Media 7.1—A discussion about domain parking......Page 106
Show Me Media 7.2—A video about how AdSense for domains work......Page 107
Show Me Media 7.3—A video about who uses AdSense for domains?......Page 108
Enabling AdSense for Domains......Page 109
Understanding the Google Affiliate Network......Page 113
Inserting Ads on Your Site......Page 117
Show Me Media 8.3—A video about activating affiliate network ads......Page 118
Viewing Overview Reports......Page 125
Show Me Media 9.2—A video about how to create quick reports......Page 127
Show Me Media 9.3—A video about how to create custom AdSense reports......Page 130
Linking Google AdSense with Google Analytics......Page 132
Show Me Media 9.5—A video about how to view AdSense information in Google Analytics......Page 133
Tip #1: Give Your Ads Prominent Position......Page 141
Tell Me More Media 10.2—A discussion about site integrity versus AdSense revenue......Page 142
Show Me Media 10.3—A video about how to choose the best ad positioning......Page 143
Getting to Know Google AdWords......Page 159
Show Me Media 11.1—A video about how AdWords works......Page 163
Developing an Online Marketing Plan......Page 164
Show Me Media 11.3—A video about how to get started developing an online marketing plan......Page 165
Signing Up for AdWords......Page 175
Show Me Media 12.2—A video about how to sign up for AdWords......Page 177
Show Me Media 12.3—A video about the AdWords site......Page 180
Understanding Campaigns and Ad Groups......Page 183
Structuring Your Account......Page 184
Tell Me More Media 13.2—A discussion about demographics......Page 187
Show Me Media 13.3—A video about how to launch a campaign......Page 195
Managing Your Campaigns......Page 198
Show Me Media 13.5—A video about how to navigate the tabs of the AdWords site......Page 199
Creating an Ad Group and Ads......Page 203
Show Me Media 14.1—A video about how to create an ad group and ads......Page 205
Creating Other Types of Ads......Page 206
Show Me Media 14.3—A video about how to create an image ad......Page 208
Show Me Media 14.4—A video about how to create an animated image ad......Page 212
Show Me Media 14.5—A video about how to create mobile ads......Page 213
Writing More Effective Text Ads......Page 214
Understanding CPC Bidding......Page 217
Show Me Media 15.1—A video about the difference between manual and automatic bidding......Page 218
Bidding Whatever It Takes to Be Number One......Page 222
Bidding What It’s Worth......Page 226
What Is a Keyword—and Why Is It Important?......Page 227
Compiling Your Keyword List......Page 228
Show Me Media 16.2—A video about how to use Google’s Keyword Tool......Page 230
Show Me Media 16.3—A video about how to use the Search-Based Keyword Tool......Page 232
Understanding Keyword Matching......Page 234
Diagnosing Keyword Performance......Page 237
Where Should Customers Land?......Page 243
Creating an Effective Landing Page......Page 244
Asking for the Order......Page 246
Show Me Media 17.3—A video about how landing and display pages differ......Page 249
Understanding Search Engine Marketing......Page 251
Tell Me More Media 18.1—A discussion about search engine marketing......Page 252
Improving Your Search Results with SEO......Page 254
Choosing the Type of Video to Produce......Page 263
Promoting Your YouTube Videos......Page 268
Show Me Media 19.4—A video about how to create a promoted videos campaign......Page 273
Tracking Performance from the Promoted Videos Dashboard......Page 274
Tracking Performance from the AdWords Dashboard......Page 276
Monitoring from the AdWords Dashboard......Page 277
Show Me Media 20.2—A video about how to generate AdWords reports......Page 288
Understanding Key Metrics......Page 289
Tell Me More Media 20.4—A discussion about key metrics......Page 292
Who Benefits from Click Fraud?......Page 293
How Click Fraud Works......Page 294
Combating Click Fraud......Page 297
Show Me Media 21.3—A video about how to submit a click fraud report......Page 301
Tip #1: Write a Compelling Headline......Page 303
Tip #2: Write Compelling Copy—With a Strong Call to Action......Page 304
Table of Contents......Page 11
Introduction......Page 23
Part 1: Pay-Per-Click Advertising......Page 27
Understanding Pay-Per-Click Advertising......Page 30
Maximizing Ad Placements......Page 35
Auctioning PPC Ads......Page 36
Putting PPC Ads on Your Site with Google AdSense......Page 37
Buying PPC Ads with Google AdWords......Page 38
Part II: Using Google AdSense......Page 41
Using AdSense in the Real World......Page 49
Choosing Ad Types and Sizes......Page 59
Inserting the Ad Code......Page 67
Defining Ad Channels......Page 68
Adding Pages Behind a Login......Page 71
Inserting the Search Box Code......Page 83
Fine-Tuning Search Results with Keywords......Page 85
Editing Your Website Search......Page 86
Adding AdSense for Content Ads to a WordPress Blog......Page 92
Adding AdSense Ads to Mobile Pages......Page 99
Joining the Google Affiliate Network......Page 114
Applying to Advertiser Programs......Page 116
Viewing Reports......Page 121
Getting Paid......Page 122
Optimizing Google Affiliate Network Performance......Page 123
Viewing Advanced Custom Reports......Page 129
Using the Report Manager......Page 131
Viewing Site Problems......Page 136
Getting Paid......Page 138
Tip #2: Format Your Ads to Look Like They’re Part of the Page......Page 145
Tip #3: Choose a Large Ad Format......Page 146
Tip #4: Display Both Text and Image Ads......Page 147
Tip #6: Put Multiple Ads on Your Page......Page 148
Tip #8: Utilize Third-Party Tools to Track Your AdSense Performance......Page 149
Tip #9: Improve Your Site’s Content—and Increase Your Traffic......Page 152
Tip #10: Test, Test, Test......Page 153
Bonus Tip: What Not to Do......Page 154
Part III: Using Google AdWords......Page 157
Determining Your AdWords Budget......Page 171
Exploring the AdWords Site......Page 179
Understanding Campaign Parameters......Page 186
Creating a New Campaign......Page 190
Setting Up Conversion Tracking......Page 196
Bidding for a Specific Position......Page 224
Bidding the Bare Minimum......Page 225
Understanding Your Quality Score......Page 239
Improving Your Quality Score with a Quality Landing page......Page 247
Landing Page Versus Display Page......Page 248
PPC Advertising and Search Engine Marketing: Working Together......Page 253
Making PPC Advertising and Search Engine Marketing Work Together......Page 260
Producing a YouTube Video......Page 265
Creating a Promoted Videos Campaign......Page 269
Creating Performance Reports......Page 284
Tip #3: Include Targeted Keywords......Page 306
Tip #5: Use Keyword Matching......Page 307
Tip #6: Bid High—Then Go Lower......Page 308
Tip #7: Point Users to a Customized Landing Page......Page 309
Tip #10: Test, Test, Test......Page 310
Bonus Tip: What Not to Do......Page 311
And That’s That.........Page 312
A......Page 313
C......Page 316
G......Page 318
J-K......Page 319
M......Page 320
P......Page 321
Q......Page 322
S......Page 323
T......Page 324
X-Y-Z......Page 325