#Adwords editor 11 tutorial how to#

1 The Definitive Guide to Google AdWords Create Versatile and Powerful Marketing and Advertising Campaigns a ii a Bart Weller Lori Calcott Apress*Ģ Contents y About the Author About the Technical Reviewer Acknowledgments Introduction xv xvi xvii xviii Chapter 1: SEM and the Google Ecosystem 1 A Short History of Search Marketing 1 Targeting 1 Internet Marketing Arrives 2 Enter Pay-Per-Click 2 Targeted Marketing on the Internet 3 Find Your Dream Job with AdWords (and $6.00) 3 Search Engine Marketing 4 It's All about Targeting 5 The Google Ecosystem 10 Thinking in System Terms 10 The Google Network 13 The Google Search Network 14 The Google Display Network 15 The Difference Between AdWords and AdSense 16 Other Google Advertising Properties and Services 16 Summary 20ģ CONTENTS Chapter 2: AdWords in Depth 21 Understanding the AdWords Lingo 21 Account Structure 23 Campaigns 23 Ad Groups 23 Match Types 24 AdWords Cost 27 The Google Search Network Auction Process 30 Payment on the Search Network 34 The Display Network Auction Process 35 Smart Pricing 36 Invalid Clicks and Click Fraud 36 Summary 37 if Chapter 3: Marketing with AdWords 39 Types of Searches 39 Sales Processes and the Zero Moment of Truth 40 PPC and the New Funnel 43 How to Measure Marketing Success 45 AdWords Conversion Tracking 46 Google Analytics 49 Phone Tracking 62 Summary 62 * Chapter 4: Getting Started with AdWords 63 AdWords 63 Account Creation 63 Creating Your First Campaign 65 Create Ads and Keywords 70Ĥ sa CONTENTS Enter Billing Information, Create Additional Ad Groups and/or Campaigns, AdWords Editor 72 The AdWords Interface 77 Date Range 78 Home Screen 79 Navigating the Data 80 Keyword Data 82 Customizing Columns 82 Performance Graphs 84 Segments 84 AdWords Express 85 Summary.87 a Chapter 5: Local Advertising and Location Targeting 89 How Google Determines Location 89 Location Settings 90 Excluding Locations 94 Language Settings and Considerations 94 Location and Language Setting in AdWords Editor 95 Creating Campaigns to Target Local Audiences 97 Add Your Address to Your Ads 97 Geographic Performance Data 100 Geographic Data Insights 102 Understanding Where Your Users Are 102 Summary 104 m Chapter 6: Keyword Strategy 105 Keyword Basics 105 viiĥ CONTENTS The Long Tail vs.

Adwords editor 11 tutorial