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Прочесть и проработать Sybex Advanced Google AdWords 3rd (2014)
This book begins where most blogs and training leave off—optimization for intermediate and expert users. There are so many options with AdWords that it can be difficult to determine where to start or to understand what is possible. For instance, you could create an ad for a smartphone that is shown to a consumer only if
• The consumer is in the business section of the New York Times. • The article being read is about stock brokers. • The consumer is on a mobile device. • The consumer is located in Minneapolis. • The time is between 6 a.m. and 8 a.m.While rarely will you want an ad shown under such stringent conditions, choosing one or two of those options to constrain your ad serving to reach your ideal customer will help you save marketing dollars. And best yet, you will be putting the correct ad in front of your target market.
Of course, there is more to AdWords than image ads and the Display Network.
We start with search and end with step-by-step instructions. We will dive into detailed ad copy and landing page testing, account organization, ad copywriting, and even multiple strategies for setting bids.
You will find one of the most comprehensive sections ever written on Quality Score. If you have been advertising with Google for a while and either do not know what Quality Score is or have had issues with high first-page bids or low Quality Scores, this book is definitely for you.
If you are an advanced user and wondering if you can learn from this book, just flip to the last chapter. There you will find a step-by-step guide for creating and optimizing AdWords accounts. Every single section in that chapter is the cumulation of what you will learn throughout this book.
This book’s two mantra words are creativity and profits. To be creative with AdWords you need to understand your options and how various settings influence other settings. To increase profits you need to understand testing, conversions, and bidding strategies.
When you combine creativity and profits, you will stop just advertising and spending money. Instead, you will put the correct ad in front of your ideal customer at the time when they are most likely to convert so that your company can increase their overall profits.
Критерий завершения
прочитала, ввела в практику
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Chapter 1 Understanding Search Theory
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Chapter 2 Performing Keyword Research
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Chapter 3 Keyword Tools: Extracting Valuable Data from Google
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Chapter 4 Writing Compelling Ads
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Chapter 5 Creating Landing Pages That Convert Searchers into Buyers
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Chapter 6 Learning Advanced Optimization Techniques
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Chapter 7 Demystifying Quality Score
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Chapter 8 Beyond Text: Employing Image, Video, and Mobile Ads
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Chapter 9 Understanding the Display Network
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Chapter 10 Utilizing Advanced Display Network Techniques
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Chapter 11 Utilizing Advanced Geographic Targeting Techniques
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Chapter 12 Saving Time and Scaling Accounts with AdWords Editor
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Chapter 13 Devising Profitable Bid Strategies
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Chapter 14 Organizing Accounts Successfully
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Chapter 15 Implementing Testing Techniques That Will Increase Profits
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Chapter 16 AdWords Reports: Extracting Actionable Information
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Chapter 17 Step by Step: Creating and Monitoring Your AdWords Account
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