Adwords

Chandler Nguyen

Rockablepress.com Envato.com
© Rockable Press 2011 All rights reserved. No part of this publication may be reproduced or redistributed in any form without the prior written permission of the publishers.

3
Contents Introduction

Table of Contents

7
7 8

What to Expect from This Book Why Buy the Cow When You Can Get the Milk for Free?

Get on the First Page ofGoogle in Minutes
What is Google AdWords? How Does it Work? The Functionality Search Engine Marketing What Can AdWords Do for Me? Pricing

11
12 13 13 13 14 15

Keyword Research
Example One: ThemeForest Step 1: What is Your Audience Searching For? Step 2: List Potential Keywords Step 3: Build Up Your Keyword List Step 4: Add and Download a List of Keywords You Want to Use Step 5: Checking Outthe Competition Example Two: ActiveDen Step 1: What is Your Audience Searching For? Step 2: List Potential Keywords Step 3: Build Up Your Keyword List Step 4: Add Your List of Keywords Step 5: Checking Out the Competition Generic vs. Specific Keywords and Search Terms

17
17 18 19 20 24 26 26 26 26 26 28 29 29

Setting Up an Account with Google
Sign up to Google AdWords Signing in to YourAdWords Account Creating Your First Campaign Campaign Settings

32
32 33 34 34

4
Ad Copy Making Your Ad Bold Google’s Ad Ranking Formula Understanding Quality Score A Note on Your Landing Page Select Keywords Billing Making Your Campaign Live

Table of Contents
37 40 41 44 47 47 48 50

Navigating and Monitoring Campaign Performance
Creating Another Campaign Using the Campaign TabChanging Graph Options Filter and Views Viewing Reports

54
57 58 59 61 63

Return on Investment
A Note on Conversion Tracking

67
69

The Google Content Network: Frequently Asked Questions
Why do other sites partner with Google? Which sites are in the Google Content Network? How can I put my ads on these sites? How much does it cost to advertise on the Network? How do I monitor mycampaign’s performance? Can I stop my campaign? Can I use rich media ads?

72
73 73 74 75 75 75 75

5

Table of Contents

AdWords: Frequently Asked Questions
Can I purchase a higher placement for my search ads? How can I get my ads to display above search results? I chose postpay for payment. Can I change to prepay? How does Google decide the cost per click I will pay? Why do my ads onlyappear intermittently?

77
77 77 78 78 79

Pre-launch Checklist
Meaningful Campaign and Group Names Separate Campaigns for Google Search and Google Content Correct Target Market and Language Settings Correct Account Timezone Account Currency Daily Budget and End Date Other Campaign Settings Show Relevant Addresses With Your Ads Demographics Position Preference Ad Rotation Frequency Capping

8181 81 81 81 82 82 82 82 83 83 83 83

Appendix A: The Google AdWords Editor Appendix B: Further Reading About The Author

85 86 87

INTRODUCTION

7 Introduction

Introduction

What to Expect from This Book
There are two ways to get search traffic from Google. The first is to publish web content compelling enough for other sites on the internet to point readers to it through the useof hyperlinks. The more hyperlinks your content receives, especially if those links contain the words and phrases typed into Google by searchers, the higher your content ranks in the Google search results, increasing your traffic in proportion. The second, faster way to bring in search traffic is to buy it. By paying for Sponsored Results (ads) that display both above and to the right of the 10“natural” search results on a Google page, you can bypass weeks or months of attempts to get your site to the top of Google. You can actually bid for search queries that people type into Google — anything from “yoga dvd” to “how to get out of debt” to “divorce attorney melbourne”. These search queries are generically referred to as keywords, and some keywords are more attractive to advertisers...