Google AdWords That Work: 7 Secrets to Cashing in with the World’s No.1 Search Engine | by Jon Smith | 2009 | ISBN: 9781905940981. Search Engine Marketing Books. How To Improve click-through rate. Secrets of Top Google Organic Listings. How To Build Successful Google AdWords campaign.

February 5, 2010 by kutenk
Filed under: Computer Books

Google AdWords That Work: 7 Secrets to Cashing in with the World’s No.1 Search Engine

by Jon Smith
2009 (169 pages)
ISBN:9781905940981

Instead of just throwing a limitless budget at Google and seeing what happens, this informative book shows you how you can quite easily grow from obscurity to perceived market leader in a couple of months.

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Google AdWords That Work—The 7 Secrets For Cashing In With The World’s No. 1 Search Engine

Introduction
Chapter 1 – AdWords – what’s it all about?
In the beginning …
You’ve changed your tune – what about organic listings?
Yes, but if you had to choose one, would it be Google organic or Google AdWords?
Google’s intent
No inbound links, no joy…
When’s a good time to start an AdWords campaign?
Controlling what users see
You stroke my back …

Chapter 2 – Defining your strategy
Google AdWords in a nutshell
Getting results with Google AdWords – abridged
Setting up your ‘campaign’
Make sense to AdSense
Daily budget
Delivery method
Target audiences
Keyword bidding
Keeping the focus narrow
Don’t get carried away
Case Study – Logo Warehouse
Defining campaigns and ad groups
Logo Warehouse – the basic campaign
Reinventing the wheel?
Ad position
Number 1 isn’t everything
A word of warning

Chapter 3 – The importance of keywords
In praise of the long tail
Ad group convention
Internet users are cash rich, time poor and can’t spell
Negative keywords

Chapter 4 – Getting started with AdWords
What determines whether your ad appears at the top of the page or on the right?
Toeing the ‘###!!!!L@@K & FEEL!!!!###’ line
Keep the message going
The importance of quality

Chapter 5 – Ad groups and advanced AdWords
Google Editor – more control
Your schedule
Weekly
Monthly
Quarterly
Document everything!
Your ads’ schedule
Playing with the big boys
When things are working, bid higher!
Deter unwanted click-throughs
Improving click-through rate
Using dynamic keywords
Remember to include alternative text
Targeting regional traffic
Time please, gentlemen
Surfing under the influence…

Chapter 6 – Writing killer ads
Sell, sell, sell
Squeeze every single character
Less is more
They know …
Asking the audience
To price or not to price …
Describe, as best you can
Writing Tips
After the click-through, what then?
Optimise the language of your destination URL
Sound bites
Stop jabbering
Up and to the front

Chapter 7 – Ad testing, tracking and converting
Taking stock
Testing protocol
Play with price
What about conversion?

Revise negative keywords, improve your CTR
Testing your ads
So much testing, so little time …
Measuring conversion
Knowing what to measure
From user to consumer – the customer’s journey
The road to Damascus
Big brand, little brand
Giving it up
Where exactly am I?
The order pipeline
Just the basics, please
Keep them informed
One eye on the future
A word of warning…

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