Google advertising tools 1st Edition by Harold Davis ISBN 0596155794 978-0596155797

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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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