Weller B., Calcott L. The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns

Apress; 1 edition, 2012. - 388 p.ISBN: 1430240148There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and advertising power.Everything related to the platforms are covered in detail — account setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more. Learn to take full advantage of all of the marketing options available through AdWords, including:Geo-targeting, distribution, and placement of ads
Advanced account management and budget strategies
Keywords, metrics, and ROI management
Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer
Mobile marketing implementations and strategies
Working with the various APIs available for developersWith The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue.What you'll learnThe hows, whys, and history of SEM and Pay-Per-Click web technologies
How to set up and manage a Google AdWords account
How to create and manage tightly focused ad campaigns
The technology behind AdWords
Selecting the best keywords and phrases to trigger your ad on a search page
ROI management of your campaigns
Optimizing the quality of your landing page
Using AdWords for mobile marketing on smart phones and tabletsWho this book is forAnyone looking to increase revenue through a web-based presence cannot do without the techniques and instructions outlined in The Definitive Guide to Google AdWords.Bart Weller is a software developer and writer. He lives in the Central Rockies of Colorado with his wife, two country cats, six misanthropic llamas, and dog Duffey (named in honor of the late John Duffey, former lead tenor with the Seldom Scene bluegrass band). He loves all kinds of music except for Heavy Metal and is a volunteer DJ at the local community radio station. His hobbies are clearing deadfall and fixing things. Among the people he admires are Albert Einstein, Alan Kay, Abraham Lincoln, George Carlin, Richard Feynman, and J.J. Cale.Lori Calcott is a partner at webShine (www.webshine.com), a search marketing business in Aspen, Colorado that focuses on helping businesses increase revenue through online visibility.SEM and the Google Ecosystem
AdWords in Depth
Marketing with AdWords
Getting Started with AdWords
Local Advertising and Location Targeting
Keyword Strategy
Creating Ads and Landing Pages
The Display Network
Mobile Advertising with AdWords
Account Management and Optimization
Google Analytics and Actionable Data
Testing with WebSite Optimizer