Ultimate Guide to Google AdWord

Title Page......Page 5
Copyright......Page 6
Contents......Page 7
If You’re a Rank Beginner......Page 18
If You’re a Veteran Pay-Per-Click Marketer......Page 20
Advanced Material for Go-Getter Google Advertisers......Page 21
Chapter 1. Chisel Your Way In: Frank Talk about the Google AdWords of Today......Page 22
The Three Niche Domination Strategies of Google Adwords......Page 28
Chapter 2. How to Force Prospects to Choose Your Site: Make Them Buy from You, Not Your Competition......Page 29
Here’s How to Make Sure They Find You and Buy from You—Not Someone Else......Page 32
Chapter 3. Keywords: AdWords Success Starts Here......Page 39
How to Find the Most Profitable Keywords......Page 41
How to Get the Most from Google’s Keyword Planner......Page 44
Step Up Your Game Using Keyword Matching Options......Page 52
Your Quick Action Summary......Page 57
Chapter 4. How to Write Google Ads: Attract Eyeballs, Get Clicks, and Earn Money......Page 59
Great Headlines: Riveting to Your Customer, Dead Boring to Anyone Else......Page 60
Your Ad Text: Where Your Inner Salesman Comes Alive......Page 62
The “Goldilocks Theory”: Why the Best AdWords Ads Are Never Over the Top......Page 65
Focusing Your Ads to Save $$$ on Clicks......Page 67
If the Guys at the Bar Will Buy It, You’ve Got a Winning Ad......Page 69
Chapter 5. Chisel Your Way in with Bionic Google Ads......Page 71
Six Different Versions of One Ad......Page 73
Chapter 6. Ads That Pass the Test: Editorial Guidelines and Split Testing......Page 79
Follow the Editorial Guidelines and Keep Google Happy......Page 80
Disapproved Ads......Page 82
See in Advance How Your Ads Will Look on the Preview Page......Page 84
Systematically Grow Your CTR with Split Testing......Page 85
Chapter 7. Campaign Settings......Page 88
The Perfect Settings for a New Campaign......Page 89
More Settings to Save You Money and Increase Clicks......Page 92
Your Quick Action Summary......Page 94
Chapter 8. The Winning Method the World’s Smartest Marketers Stole from the Wright Brothers......Page 95
How the Wright Brothers’ Savvy Testing Method Made Them “First in Flight”......Page 96
People Who Test, Fly. People Who Rely on Brute Force, Die.......Page 98
Marketing Misery: Not Necessary......Page 100
Chapter 9. Vanquish the Thickest Competition with a Killer USP......Page 102
Six Essential Elements of a Power USP......Page 104
Chapter 10. Conversion Tracking: How to Know Where Every Penny You Spend Is Going......Page 113
The Four Types of Conversions You’ll Want To Track......Page 115
How to Set Up Conversion Tracking the Right Way......Page 118
Take Advantage of Analytics......Page 127
Your Quick Action Summary......Page 128
What Is a Landing Page?......Page 130
Maintain the “Scent”......Page 131
The Two People You Need to Keep Happy......Page 133
The Essential Landing Page Checklist......Page 134
Give Your Web Developer the Day Off: Create Your Own Landing Page......Page 135
Your Quick Action Summary......Page 137
Where Do You Set Bids?......Page 138
Bid Strategies......Page 139
Upping Your Game with Bid Adjustments......Page 141
Risky! Beware of Bid Stacking......Page 144
Your Quick Action Summary......Page 146
Chapter 13. Supercharge Your Clickthrough Rates with Ad Extensions......Page 147
Ad Extension #1: Sitelinks......Page 149
Ad Extension #2: Callout Extensions......Page 151
Ad Extension #3: Structured Snippets......Page 152
Ad Extension #4: Call Extensions......Page 153
Ad Extension #5: Location......Page 154
Ad Extension #7: Message......Page 155
Other Extensions......Page 156
Your Quick Action Summary......Page 157
Chapter 14. How to Get Your Ads on Millions of Websites with Google’s Display Network......Page 159
Is Google’s Display Network Worth the Effort?......Page 162
Hit the Bull’s-Eye by Carefully Choosing Your Target......Page 163
Display Planner and All the Clever Ways You Can Bid......Page 169
Selecting GDN Offers......Page 171
Your Quick Action Summary......Page 175
Chapter 15. Remarketing: The Single Most Profitable Online Advertising Strategy......Page 177
Create Your Code......Page 180
How to Build an “Audience” to Remarket To......Page 182
How Long Do I Keep People on My List?......Page 183
How to Create a Remarketing Campaign......Page 184
How to Write Remarketing Ads That Get Clicks and Conversions......Page 185
Should You Try Customized Landing Pages?......Page 187
Some Advanced Remarketing Tips......Page 188
Your Quick Action Summary......Page 190
Chapter 16. YouTube Advertising: Billions of Eyeballs for Pennies by Tom Breeze......Page 192
What Works on YouTube?......Page 195
Targeting on YouTube......Page 200
Putting It All Together......Page 201
Your Quick Action Summary......Page 203
Chapter 17. Niche Domination, Part 1: Chisel in Where the Chiseling Is Easy......Page 205
Three Signs of an Overlooked Niche......Page 206
The 80/20 Survey Technique for Hyper-Responsive Intelligence......Page 207
The 80/20 Protocol......Page 208
Your Quick Action Summary......Page 209
Chapter 18. Niche Domination, Part 2: Playing Games You Can Win......Page 211
The “Working Stiff to $400 Million” Niche Domination Strategy......Page 213
How Is it Possible That Richard Koch Bats 50 Percent When Most Venture Capital Firms Are Delighted to Bat 5–10 Percent?......Page 215
Success Through Elimination......Page 217
Chapter 19. “Deep 80/20”: It’s Not What You Think . . . and I Can’t Tell You How Profitable It Is!......Page 218
80/20 Applies to Just About Everything You Can Measure in a Business......Page 219
80/20 Isn’t Just Two Groups, i.e., “the 80” and “the 20”......Page 220
There’s an 80/20 Inside Every 80/20!......Page 221
You Can Overlay Multiple 80/20s and Double Your Mojo......Page 222
80/20 Is Why “Peel and Stick” Is So Powerful!......Page 225
Perfectionism Can Get in Your Way!......Page 226
The Myth of the Long Tail......Page 228
Some 80/20 Rules of Thumb......Page 230
Chapter 20. How to Get Customers to Eat Out of Your Hand: Get the Biggest Money from Your Customers When You Give Them Exactly What They Want to Buy......Page 231
How to Be Sure There’s a More Profitable Market for Your Idea by Developing a Product After Your Customers Tell You What They Want......Page 234
What You Learn When This Doesn’t Work the First Time Out......Page 235
Chapter 21. Quality Score: Making Google’s “Bozo Filter” Work for You......Page 242
Google Pays You to Be Relevant!......Page 243
What’s Your Quality Score?......Page 245
So What Factors Go into Quality Score?......Page 247
How to Improve Your Quality Score......Page 250
Three Myths about Quality Score......Page 253
Your Quick Action Summary......Page 254
Chapter 22. Google’s Search Partner Network: Gold Mine or Land Mine?......Page 255
How to Chisel Your Way in to the Search Partner Network......Page 257
Your Quick Action Summary......Page 259
Chapter 23. Impression Share: Get More of the Right Eyeballs to See Your Offer......Page 261
How to Find Your Impression Share Numbers......Page 262
How to Improve Your Impression Share......Page 263
You Can See Your Competitors’ Impression Share, Too......Page 265
Your Quick Action Summary......Page 266
Chapter 24. Keep Your Campaigns Purring Like a Kitten: The $1,000-per-Hour Job Most People Don’t Show Up For......Page 268
Ongoing Management: Checks......Page 270
Ongoing Management: Optimizing......Page 272
Ongoing Management: Expansion......Page 273
How to Audit and Diagnose Problems Quickly......Page 275
Your Quick Action Summary......Page 280
Why Use It?......Page 281
Your Quick Action Summary......Page 283
What Are Remarketing Lists for Search Ads?......Page 284
Your Quick Action Summary......Page 287
Dynamic Search Ads (DSAs)......Page 288
Call-Only Campaigns......Page 291
Your Quick Action Summary......Page 292
Chapter 28. Google’s Display Network: The Greatest Testing Playground in History......Page 293
The Power of a Blind Test......Page 294
“Test the Forest” First......Page 295
Which Type of Ad Should I Start With?......Page 296
How to Create Gorgeous Ads......Page 298
How to Keep Your Ads in Google’s Good Graces......Page 300
GDN Landing Pages......Page 301
Customer Match......Page 302
YouTube......Page 303
Your Quick Action Summary......Page 304
A Million-Dollar Ad Tracking Discovery from My First Big Client......Page 305
First Step: Macro Conversions vs. Micro......Page 307
Assigning Values to Your Goals......Page 309
How to Get AdWords and Analytics Talking to Each Other......Page 310
Analytics Remarketing......Page 313
Google Tag Manager (GTM)......Page 314
Your Quick Action Summary......Page 315
Chapter 30. Google Shopping Campaigns: A Huge ROI Boost for eCommerce......Page 317
How to Set Up a Google Shopping Campaign......Page 319
How to Get Your Google Shopping Campaign Up and Running......Page 320
Bidding......Page 323
Getting Advanced......Page 324
Feed Optimization......Page 325
Your Quick Action Summary......Page 326
Chapter 31. AdWords Editor: Your Power Tool for Managing Campaigns with Ease......Page 327
Who Is the AdWords Editor For?......Page 328
Your Quick Action Summary......Page 331
Chapter 32. AdWords Scripts: Automate the Grunt Work......Page 332
Why Use Scripts?......Page 333
Useful and Simple Scripts (Freebies!)......Page 334
Your Quick Action Summary......Page 335
Campaign Drafts and Experiments......Page 337
How to Set Up Your Experiment......Page 338
Types of Experiments......Page 339
Roll It Out......Page 340
Your Quick Action Summary......Page 341
Chapter 34. How to Hire the Right AdWords Agency......Page 342
A Word of Warning Before You Outsource......Page 343
What Payment Model Should You Follow?......Page 345
11 Questions to Ask Before Hiring an Agency......Page 346
Who Will Have Ownership of Your Account?......Page 351
Your Quick Action Summary......Page 352
Chapter 35. How Email Transforms Those Expensive Clicks into Long-Term, Profitable Customers......Page 353
How to Put Personality and Pizzazz into Your Email Marketing......Page 354
Power in the Personal: Six Keys to Email Marketing Success......Page 356
Why We Chose Engineers as an Example for Email Marketing......Page 359
Opt-Ins: More Than Just an Email Address?......Page 363
They Can Knock off Your Product, but They Can’t Knock off You......Page 364
Chapter 36. So You Have a Killer Sales Machine. Now What?: The New Army of Next-Generation Marketers......Page 366
The Improvements Don’t Just Add Up—They Multiply!......Page 367
Affiliates: The Momentum Kicks In......Page 370
How to Grind Down Your Competition: A Google Lesson from Han Solo......Page 371
Google Makes It So Easy......Page 373
Nouveau Skin Care Company Gets an Unexpected Turn in Advertising......Page 374
Chapter 37. Signature Victories......Page 379
Mega-Victories......Page 382
About the Authors......Page 385
Quick-Reference AdWords Glossary......Page 388
Index......Page 394