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Google Adwords de Anastasia Holdren

Google Adwords

Autor Anastasia Holdren
en Limba Engleză Paperback – 13 dec 2011
"Google AdWords" will explain how each piece of Google's advertising platform works, focusing on areas that directly impact the performance and cost of the advertiser's campaigns. Each topic will include tips, strategies, examples, and suggestions that readers can apply to their own accounts.
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Specificații

ISBN-13: 9781449308384
ISBN-10: 1449308384
Pagini: 216
Ilustrații: Illustrations
Dimensiuni: 178 x 233 x 12 mm
Greutate: 0.36 kg
Editura: O'Reilly

Cuprins

Foreword;
Preface;
Terminology Used in This Book;
Conventions Used in This Book;
Attribution and Permissions;
Safari® Books Online;
How to Contact Us;
Acknowledgments;
Chapter 1: Getting Started;
1.1 Introduction to Google AdWords;
1.2 Where Ads Can Appear;
1.3 Creating a Google Account;
1.4 Creating an AdWords Account;
1.5 Managing Account Access;
1.6 Setting Up Your First Campaign;
Chapter 2: Understanding the Auction;
2.1 How the AdWords Auction Works;
2.2 What Is Quality Score?;
2.3 Why Does Quality Matter?;
2.4 How Is Quality Score Calculated?;
2.5 Where to Find Quality Score;
2.6 How to Improve Quality Score;
Chapter 3: Account Structure;
3.1 How AdWords Accounts Are Organized;
3.2 Why Structure Matters;
3.3 Your Organization Strategy;
3.4 Common Pitfalls;
Chapter 4: Navigating Your Account;
4.1 Interface Overview;
4.2 That's the Tour!;
Chapter 5: Campaign Settings;
5.1 Introduction to Campaign Settings;
5.2 Locations and Languages;
5.3 Networks and Devices;
5.4 Bidding and Budget;
5.5 Ad Extensions;
5.6 Advanced Settings;
Chapter 6: Keywords;
6.1 How Keywords Fit Into the AdWords Auction;
6.2 Keyword Match Types;
6.3 Negative Keywords;
6.4 Keyword Rules and Editorial Guidelines;
6.5 How to Manage Keywords;
6.6 Keyword Details Reports;
6.7 How to Use the Keyword Tool;
6.8 Using Google Insights for Search;
Chapter 7: Writing Ads;
7.1 Ad Text Requirements;
7.2 AdWords Ad Policies;
7.3 How to Create and Edit Ads;
7.4 How to Write Powerful Ads;
7.5 How to Use Dynamic Keyword Insertion;
Chapter 8: Making Ads Stand Out;
8.1 Ad Extensions;
8.2 Location Extensions;
8.3 Product Extensions;
8.4 Sitelinks;
8.5 Call Extensions;
8.6 Social Extensions;
8.7 Mobile App Extensions;
Chapter 9: The Google Display Network;
9.1 Introduction to the GDN;
9.2 The Display Network Tab;
9.3 Display Campaigns Tools;
9.4 Top 10 GDN Tips;
Chapter 10: Additional Ad Formats;
10.1 Image and Flash Ads;
10.2 Video Ads;
10.3 Mobile Ads;
10.4 Image and Video Tips;
Chapter 11: Bids, Budgets, and Billing, Oh My;
11.1 How Bidding Works;
11.2 How to Decide What to Bid;
11.3 Understanding Billing Options;
11.4 Applying Promotional Credits;
11.5 Monthly Invoicing;
11.6 Click Fraud;
Chapter 12: Measuring Success;
12.1 What Are Your Goals?;
12.2 Conversion Tracking;
12.3 Google Analytics;
Chapter 13: Agency Topics;
13.1 Managing AdWords Accounts for Clients;
13.2 The My Client Center;
13.3 Third Party Policy;
13.4 AdWords Editor;
13.5 Google Engage;
13.6 Google Certification;
13.7 And Finally, Good Luck!;
Glossary;