Google advertising tools 1st Edition by Harold Davis – Ebook PDF Instant Download/Delivery: 0596155794, 978-0596155797
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Product details:
ISBN 10: 0596155794
ISBN 13: 978-0596155797
Author: Harold Davis
With this book, you’ll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google’s advertising programs in particular help you make money.
You’ll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website. Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don’t, and why. Google’s ad programs can help any business with a web presence, and this guide explains precisely how to use them.
- Learn how to create effective campaign plans for your website
- Understand the PageRank algorithm, Search Engine Optimization (SEO), and Search Engine Marketing (SEM)
- Drive traffic to your website and make money as an advertising host
- Add AdSense code and Google search to your site
- Learn how content, search, and referral ads perform
- Create and edit AdWord campaigns
- Monitor AdWords activity and improve your campaign’s performance
Google advertising tools 1st Table of contents:
I. Making Money with Your Web Site
1. Build It and They Will Come: Creating Popular Web Sites
1.1. The Taxonomy of Success
1.1.1. Funny Web Destinations
1.1.2. Useful Free Services and Software
1.1.3. Magazines and Newspapers
1.1.4. The Blogosphere
1.1.5. Practical Information: Content Sites and Niches
1.1.6. E-Commerce Sites
1.1.7. Great Communities
1.2. Popular Sites: Using Alexa
1.3. How Much Content Is Enough?
1.4. Presenting Content
1.4.1. Page and Site Design
1.4.2. Page Size
1.4.3. Separating Content from Design
1.4.4. Keeping Content Fresh
1.4.5. Positioning Ads
1.5. Content Architecture
1.5.1. Server-Side Includes
1.5.2. PHP Includes
1.5.3. Optimal Include Layout
1.6. Action Items
2. Driving Traffic to Your Site
2.1. Creating a Plan and a Story
2.1.1. The Elevator Pitch
2.1.2. Creating a Checklist
2.1.3. Naming Your Site
2.2. Submitting Your Sites to Search Engines
2.2.1. Important Search Engines for Submission
2.2.2. Submission Tools
2.3. Working with Directories
2.3.1. Understanding Taxonomies
2.3.2. Getting Open Directory Project Listings
2.3.3. Getting Yahoo! Directory Listings
2.4. Becoming Popular
2.4.1. The Best Inbound Links
2.4.2. Finding Sites to Make a Link Request
2.4.3. Making the Link Request
2.4.3.1. Finding email addresses
2.4.3.2. Emails should not spam
2.5. Publishing Press Releases
2.6. Syndication Feeds
2.6.1. Creating Feeds
2.6.2. Telling the World About Your Feed
2.6.3. Submitting Feeds
2.7. Using Email Lists
2.7.1. Newsletters
2.7.2. List Administration
2.8. Action Items
3. Optimizing Sites for Search Engine Placement
3.1. How Your Site Appears to a Bot
3.1.1. Images
3.1.2. Links
3.1.3. File Formats
3.1.4. Viewing Your Site with an All-Text Browser
3.2. Excluding the Bot
3.2.1. The robots.txt File
3.2.2. Meta Robot Tags
3.3. Meta Information
3.4. Creating a Site with SEO in Mind
3.4.1. Site Design Principles
3.4.2. Linking
3.4.2.1. Inbound links
3.4.2.2. Outbound links
3.4.2.3. Cross links
3.4.3. Pages and Keywords
3.4.3.1. Page size
3.4.3.2. Choosing keywords
3.4.3.3. Keyword placement
3.5. Avoiding Overly Aggressive SEO Practices
3.5.1. Google’s Prohibitions
3.5.2. Why Not to Be Overly Aggressive
3.6. Action Items
4. Making Money with Affiliate Programs
4.1. Kinds of Ad Programs
4.2. Understanding Affiliate Programs
4.2.1. Mechanics of the Process
4.2.2. Creatives
4.2.3. Areas of Concern
4.2.3.1. Amount of the commission
4.2.3.2. Sales and commission tracking
4.2.3.3. Merchant support of affiliate programs
4.2.3.4. Matching affiliates with content
4.3. Working with an Affiliate Program
4.3.1. Affiliate Aggregators
4.3.1.1. Commission Junction
4.3.1.2. LinkShare
4.3.2. The Amazon.com Associate Program
4.4. Action Items
5. CPC Advertising
5.1. CPC Terminology
5.2. Understanding Contextual Relevance
5.2.1. Serving Ads
5.2.2. Dollars and Cents
5.3. CPC Program Vendors
5.4. Placing CPC Ads on Your Site
5.4.1. Signing Up
5.4.2. Selecting Ad Formats
5.4.3. Adding Code to Your Pages
5.5. Action Items
6. Profiting from Adult Sites
6.1. Creating Adult Sites
6.1.1. Legal Issues
6.1.1.1. Adult web traffic and obscenity
6.1.1.2. Children in pornography
6.1.1.3. Celebrities
6.1.2. Protecting the Children
6.1.3. Adult Web Hosting
6.1.4. Converting Traffic
6.1.4.1. Instant gratification
6.1.4.2. Product credibility
6.1.4.3. Targeting content to traffic
6.1.5. The Taxonomy of Desire
6.2. Making Money with Advertising
6.2.1. Types of Programs
6.2.2. Payment Plans
6.2.3. Webmaster Programs
6.2.4. Finding Sponsors
6.3. Publicizing Your Site
6.3.1. Adult Directories
6.3.2. Advertising Your Site
6.3.3. Syndication
6.3.4. Adult Press Releases
6.4. Action Items
II. Getting the Most from AdSense
7. Understanding Google, AdSense, and AdWords
7.1. The Syntax of a Google Query
7.1.1. Google Syntax and Operators
7.1.2. The Rules of Simple Search
7.1.3. Effective Searching
7.1.4. The Google Results Page
7.2. Google’s Parts
7.2.1. Advanced Search
7.2.2. Blogger
7.2.3. Catalogs
7.2.4. Code
7.2.5. Directory
7.2.6. Froogle
7.2.7. Local
7.2.8. Personalize Your Home Page
7.2.9. Print
7.2.10. Scholar
7.3. Automated Ad Brokering: AdSense and AdWords
7.4. Action Items
8. Working with AdSense
8.1. Applying for an AdSense Account
8.2. Setting Account Options
8.2.1. Ad Type Preference
8.2.2. Filing Tax Information
8.2.3. Reviewing Payment History
8.3. AdSense Content and AdSense Search
8.4. AdSense Ad Settings
8.4.1. Getting Ad Layout Code
8.4.1.1. Ad type
8.4.1.2. Ad layout
8.4.1.3. Color palettes
8.4.1.4. Alternate URL or color
8.4.1.5. Selecting a channel
8.4.1.6. Putting the ad on a frame
8.4.2. Grabbing the Code
8.4.2.1. Ad unit example
8.4.2.2. Link unit example
8.4.3. Custom Ad Colors
8.4.4. Using Channels
8.4.5. Applying Competitive Filters
8.5. AdSense Search Settings
8.5.1. Web Search Boxes
8.5.2. Site Search Boxes
8.5.3. Getting Simple Search Code
8.5.4. Working with Search Styles
8.6. Action Items
9. Making Sense of AdSense
9.1. Ad Performance
9.1.1. Running Reports
9.1.1.1. Choosing a date range
9.1.1.2. Page or unit impressions
9.1.1.3. Aggregate versus channel data
9.1.2. Statistics
9.1.3. Downloading a CSV File
9.2. Search Performance
9.3. Your Earnings
9.4. Tools Beyond AdSense for Tracking
9.4.1. Listening to Web Logs
9.4.2. Web Analytic Software
9.5. Action Items
III. Working with AdWords
10. Using AdWords
10.1. Signing up for an Account
10.1.1. Targeting Customers
10.1.1.1. Global and national targeting
10.1.1.2. Regional and city targeting
10.1.1.3. Custom geographic targeting
10.1.2. Creating an Ad
10.1.3. Crafting an Ad
10.1.4. Choosing Keywords
10.1.5. Setting Pricing
10.1.6. Reviewing Your Account
10.1.7. Signing Up
10.1.8. Providing Payment Information and Activating Your Account
10.2. Creating and Editing Ad Campaigns
10.2.1. Creating a New Campaign
10.2.2. Editing Campaign Settings
10.2.2.1. Pausing, resuming, and deleting an ad campaign
10.2.2.2. The campaign summary
10.3. Ad Groups
10.3.1. Creating a New Ad Group
10.3.2. Editing an Ad Group
10.3.3. Creating an Image Ad
10.4. Site Targeting
10.4.1. Enabling Site Targeting
10.4.2. Creating a Site-Targeted Campaign
10.5. Getting a Client Manager Account
10.6. Action Items
11. Improving Campaign and Ad Group Performance
11.1. Monitoring Your AdWords Activity
11.1.1. Understanding Your Campaign Summary
11.1.2. Drilling Down into a Campaign
11.1.3. Understanding Ad Group Performance
11.1.3.1. Search and content results
11.1.3.2. Individual keyword results
11.1.3.3. Keyword status
11.1.4. Using the Ads Diagnostic Tool
11.2. Optimizing Your Ads
11.2.1. Keyword Tool
11.2.2. Estimating Traffic
11.3. Modifying Your Campaigns
11.3.1. Editing Maximum CPC
11.3.2. Changing Keyword Matching Options
11.3.3. Editing Ad Text
11.3.4. Changing Keywords
11.4. Action Items
12. AdWords Reporting and Conversion Tracking
12.1. Using AdWords Reports
12.1.1. Kinds of Reports
12.1.2. Creating a Site / Keyword Report
12.1.3. Downloading Reports
12.1.4. Scheduling a Report
12.1.5. Creating a Custom Report
12.2. Working with Conversion Tracking
12.2.1. Understanding Conversion Tracking
12.2.2. Tracking PayPal Purchases
12.2.2.1. Setting up a new PayPal button
12.2.2.2. Modifying an existing PayPal button
12.2.3. Tracking Visitors to a Crucial Page
12.2.4. Cross-Channel Conversion Tracking
12.3. Action Items
IV. Using the AdWords APIs
13. Understanding the AdWords API
13.1. Introducing the AdWords API
13.1.1. The Ecosystem of Google APIs
13.1.2. Who Can Best Benefit from the AdWords API?
13.2. Working with the AdWords API Web Service
13.2.1. The AdWords API WSDL Files
13.2.2. SOAP
13.2.3. Choosing a Programming Language
13.3. The AdWords API Services
13.4. Signing up for a Developer Token
13.4.1. Accessing Your Own My Client Center
13.4.2. Getting Your AdWords API Developer Token
13.4.3. AdWords API Quotas and Usage
13.5. Action Items
14. Programming the AdWords API
14.1. Using the AdWords API with PHP
14.1.1. SOAP Libraries for PHP
14.1.2. Downloading and Installing NuSOAP
14.2. Creating the Campaign Web Service Client
14.2.1. The General Pattern
14.2.2. Creating the Authentication Headers
14.2.3. Connecting to the WSDL File and Creating a Client Object
14.2.4. Setting the Authentication Headers for the Clients
14.3. Creating a Campaign
14.3.1. Campaign Settings
14.3.2. Adding the Campaign
14.3.3. Handling Errors
14.3.4. Getting the Campaign ID
14.4. Creating an AdGroup
14.4.1. Creating a Client Object and Setting Headers
14.4.2. Creating the AdGroup
14.4.3. Getting the AdGroup ID
14.5. Adding an Ad
14.5.1. Creating a Client Object and Setting Headers
14.5.2. Generating the Creative and Making the Request
14.6. Adding Keywords
14.6.1. Creating a Client Object and Setting Headers
14.6.2. Stringing Together the Keywords
14.6.3. Making the Request
14.7. Verifying Your Creation
14.8. Action Items
15. Navigating the AdWords Objects Hierarchy
15.1. Working with the AdWords API Web Services
15.1.1. Drilling Down
15.1.2. Adding Web References
15.1.3. Creating Objects Using the Proxy Classes
15.2. Creating Authentication Information
15.3. Iterating Through the AdWords Hierarchy
15.3.1. Displaying Campaign Information
15.3.2. Displaying AdGroup Information
15.3.3. Showing Keywords Associated with an Ad
15.3.4. Displaying Results
15.4. Action Items
16. Keyword Estimation
16.1. KeywordEstimatorService Messages and Responses
16.2. Keyword Requests and Estimates
16.2.1. The Request Object
16.2.2. The Response Object
16.3. Getting User Information
16.3.1. Obtaining Authentication Headers
16.3.2. Getting a Keyword and Maximum CPC
16.4. Returning the Keyword Estimate
16.4.1. Creating a Service Object
16.4.2. Using the Header Information for Authentication
16.4.3. Constructing the Keyword Request
16.4.4. Send a Request Message
16.4.5. Displaying Information Using the Keyword Estimate
16.5. Action Items
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