Sams Teach Yourself Google AdWords in 10 Minutes

by Bud E. Smith

Overview

Sams Teach Yourself Google AdWords in 10 Minutes gives you straightforward, practical answers when you need fast results. By working through its 10-minute lessons, you’ll learn everything you need to use Google AdWords to find more customers, sell more of your products and services, and earn higher profits at lower cost!

Tips point out shortcuts and solutions

Cautions help you avoid common pitfalls

Notes provide additional information

Plain English definitions explain new terms

10 minutes is all you need to learn how to…

• Identify goals, target markets, and demographics
• Create your AdWords account and publish your first test ads
• Write great ads and continually improve your copy
• Schedule ads for the right times of day, days of the week, holidays, and seasons
• Master AdWords’ tools for managing accounts, bids, keywords, and ads
• Choose, fine-tune, and optimize keywords
• Use AdWords to complement organic search engine optimization (SEO) campaigns
• Use geotargeting and other advanced techniques
• Profit from AdWords’ suggestions–and know when to ignore them
• Utilize AdWords reporting to improve your ads’ profitability
• Control spending, manage cash flow, and reduce costs without impacting results
• Troubleshoot your AdWords campaigns

Product Details

ISBN-13:	9780672335457
Publisher:	Sams
Publication date:	01/27/2011
Series:	Sams Teach Yourself Series
Pages:	214
Product dimensions:	5.30(w) x 8.10(h) x 0.50(d)

About the Author

Bud Smith has written more than a dozen books about computer hardware and software, with more than a million copies sold. Bud’s recent books include Sams Teach Yourself Google Places in 10 Minutes and Sams Teach Yourself iPad in 10 Minutes. He also is the author of the upcoming Using the Apple iPad, published by Que. Other books by Bud provide extensive coverage of Google, most recently including How to Do Everything Nexus One, Google Business Solutions All-In-One for Dummies, and Google Voice for Dummies.

Bud started out as a technical writer and journalist, and then moved into marketing and product management for technology companies. He worked at Apple Computer as a senior product manager, at Google competitor AltaVista as a group product manager, and at GPS navigation company Navman as a global product manager.

Bud holds a Bachelor of Arts degree in information systems management from the University of San Francisco and Master of Science degree in information systems from the London School of Economics. He currently lives in the San Francisco Bay Area, participating in environmental causes when he’s not working on one of his many technology-related projects.

Table of Contents

Introduction 1

About This Book 3

Who This Book Is For 4

What Do I Need to Use This Book? 5

Conventions Used in This Book 5

Screen Captures 6

1 Getting More Business with AdWords 7

Identifying AdWords Ads 7

How AdWords Works for Users 12

How AdWords Works for Sellers 13

Finer Points of AdWords for Sellers 15

Search Engine Optimization and AdWords 18

Summary 20

2 Creating an AdWords Account 21

Using a Google Account 21

Creating a Business Google Account 24

Signing Up for Your Gmail and Google Account 27

Signing Up for Your AdWords Account 30

Summary 35

3 Creating Your First AdWords Campaign 37

Getting Started Fast 37

Choosing Campaign Settings 39

Creating an Ad and Keywords 44

Setting Up Billing 48

Summary 52

4 Identifying Your Target Markets for AdWords 53

Starting with a Success 53

How Do You Make Money? 55

How Do Customers Buy from You? 58

Identifying Your Type of Business 60

Choosing an Initial Campaign 61

Summary 64

5 Setting Up a New Campaign 65

Starting with Your Campaign Type 65

Choosing Networks and Devices 70

Setting the Campaign Type and Related Options 73

Summary 76

6 Deciding Where to Show Your Ads 77

Understanding Why Geo-Targeting Works 77

Using AdWords for Geo-Targeting 81

Using AdWords for Language Targeting 88

Summary 90

7 Setting Your Bidding, Budget, and Delivery Options 91

Understanding Keyword Bids and Winning Ads 91

Using Basic Bidding Options 94

Using Advanced Bidding Options 97

Setting a Daily Budget (Versus Monthly Spending) 99

Setting Position Preference and Delivery Method 100

Setting Options for Bidding, Budget, and Delivery 102

Summary 104

8 Adding Extensions 105

Understanding Ad Extensions 105

Using the Location Extension 108

Using the Product Extension 109

Using Ad Sitelinks 111

Using Phone Extensions 113

Setting Ad Extensions 115

Summary 117

9 Using Advanced Settings 119

Using the Schedule Advanced Setting 119

Using the Ad Delivery Advanced Setting 122

Using the Demographic Bidding Advanced Setting 123

Setting Advanced Settings 125

Summary 127

10 Writing Great Ads 129

Understanding What Ads Do 129

Writing a Great Ad 131

Writing an Ad for a Course 132

Writing an Ad for Online Book Sales 135

Choosing Different Types of Ads 137

Image Ads 137

Display Ads 139

WAP Mobile Ads 140

Creating a Text Ad 140

Summary 142

11 Finding Your Keywords 143

Tying Keywords to What You Sell 143

Using Different Types of Keywords 146

Keywords and Ad Text 148

Entering Keywords and Key Phrases 149

Summary 152

12 Choosing Placements and Bids 153

Choosing Placements 153

Entering Default Bids 157

Summary 160

13 Managing Your Ad Group 161

Understanding the Ad Group Screen 161

Monitoring and Changing Your Account 164

Analyzing Keyword Success 169

Summary 174

14 Updating Your Campaign 175

Creating and Understanding Reports 175

Setting the Date Range for Reporting 176

Specifying Keywords, Segments, and Filters 178

Specifying Graph Options 180

Managing Ads and Alerts 182

Summary 184

15 Using Opportunities and Improving Landing Pages 185

Taking Advantage of AdWords’ Opportunities 185

Improving Your Landing Pages 189

Summary 194

16 Using Additional Reports and Tools 195

Using Additional Reports 195

Checking Your Account’s Change History 196

Using Google Tools 203

Summary 204

Index 205