The ultimate guide to Google AdWords is fully updated for its third
edition This is the ultimate guide for those who want to quickly
get beyond AdWords basics to learn and apply the advanced
techniques and tactics that are used by Fortune 500 companies. The
book provides insight into AdWords' functionality and advanced
features, explaining how they work and providing tips, tactics, and
hands-on tutorials, which readers can immediately use on their own
PPC campaigns. The third edition features more than 50 pages of new
material and has been completely revised to cover all the changes
to Google's system, including changes to the campaign structure,
bid modifiers, new quality score analysis techniques, and the
latest ad extension updates. Expert author Brad Geddes gives
advanced insight, direction, and strategies for every aspect of
using AdWords to create and manage a successful pay-per-click
marketing campaign, and also shows you the best tools and
techniques for keyword research, including negative keywords. In
addition you'll: * Discover how to craft winning ad copy, and
explore advanced PPC campaign optimization techniques, including
how to optimize for a good quality score * Explore the intricacies
of the Display Network and learn how to interpret reports * Learn
how to use the AdWords Editor to create thousands of keywords and
ad copy configurations * Understand advanced bidding strategies,
and how to best organize and manage an AdWords account * Learn how
to best test everything from landing pages to ad copy The book
concludes with detailed chapters on understanding, interpreting,
and acting upon the detailed AdWords reports so you can confidently
make decisions to positively impact your campaigns. Advanced Google
AdWords is detailed, in-depth, and full of insights, techniques,
tips, tactics, and fascinating real-world case studies, making it
the ultimate step-by-step guide for developing advanced AdWords
expertise.
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