When it comes to advertising on the web, you just can't argue with the numbers. A $7 billion market today is expected to grow to $18.9 billion by 2010. Jupiter Research also estimates that search advertising will be a larger share of the market than display advertising by 2010. These phenomenal numbers are due largely to Google, which has changed the way the world publishes content - and advertises.
Google Advertising Tools from O'Reilly examines the business and technology behind making money with content and advertising on the web. This focused, easy-to-read guide shows you how to use Google's advertising services to make it happen. You'll find all the background information you need to work with Google AdSense, which automatically delivers text and image ads that are precisely targeted to your site, and Google AdWords, which lets you generate text ads that accompany specific search term results.
This book has specific and detailed sections on:
Turning your web site into a profit center with AdSense
Making sense of AdSense metrics
Driving traffic to your site
Optimizing sites for search engine placement
Working with AdWords campaigns, auctions, and reports
Managing campaigns dynamically using the AdWords APIs
Once you've read all four parts, you'll have a comprehensive picture of how advertising works on the web and how you can use the Google advertising programs to your advantage.
Making Money with Your Web Site
Chapter 1 Build It and They Will Come: Creating Popular Web Sites
The Taxonomy of Success
Popular Sites: Using Alexa
How Much Content Is Enough?
Chapter 2 Driving Traffic to Your Site
Creating a Plan and a Story
Submitting Your Sites to Search Engines
Working with Directories
Publishing Press Releases
Using Email Lists
Chapter 3 Optimizing Sites for Search Engine Placement
How Your Site Appears to a Bot
Excluding the Bot
Creating a Site with SEO in Mind
Avoiding Overly Aggressive SEO Practices
Chapter 4 Making Money with Affiliate Programs
Kinds of Ad Programs
Understanding Affiliate Programs
Working with an Affiliate Program
Chapter 5 CPC Advertising
Understanding Contextual Relevance
CPC Program Vendors
Placing CPC Ads on Your Site
Chapter 6 Profiting from Adult Sites
Creating Adult Sites
Making Money with Advertising
Publicizing Your Site
Getting the Most from AdSense
Chapter 7 Understanding Google, AdSense, and AdWords
The Syntax of a Google Query
Automated Ad Brokering: AdSense and AdWords
Chapter 8 Working with AdSense
Applying for an AdSense Account
Setting Account Options
AdSense Content and AdSense Search
AdSense Ad Settings
AdSense Search Settings
Chapter 9 Making Sense of AdSense
Tools Beyond AdSense for Tracking
Working with AdWords
Chapter 10 Using AdWords
Signing up for an Account
Creating and Editing Ad Campaigns
Getting a Client Manager Account
Chapter 11 Improving Campaign and Ad Group Performance
Monitoring Your AdWords Activity
Optimizing Your Ads
Modifying Your Campaigns
Chapter 12 AdWords Reporting and Conversion Tracking
Using AdWords Reports
Working with Conversion Tracking
Using the AdWords APIs
Chapter 13 Understanding the AdWords API
Introducing the AdWords API
Working with the AdWords API Web Service
The AdWords API Services
Signing up for a Developer Token
Chapter 14 Programming the AdWords API
Using the AdWords API with PHP
Creating the Campaign Web Service Client
Creating a Campaign
Creating an AdGroup
Adding an Ad
Verifying Your Creation
Chapter 15 Navigating the AdWords Objects Hierarchy
Harold Davis is a strategic technology consultant, hands-on programmer, and author of many well-known books. He's also a popular speaker at trade shows and conventions, giving presentations on topics ranging from digital photography to wireless networking, web services, and programming methodologies. Books include: "Building Research Tools For Google for Dummies" (Wiley), "Learn How to Program Using Any Web Browser" (Apress), "Red Hat Linux 9: Visual QuickPro Guide", and "Visual Basic .NET: Visual QuickStart Guide" (both Peachpit Press). Harold has served as a consultant for investment funds, technology companies, and Fortune 500 corporations. In recent years, he has been VP of Strategic Development at YellowGiant Corporation, a company providing infrastructure for Internet marketing, Chief Technology Officer at a CRM analytics startup, a Technical Director at Vignette Corporation, a leader in customer-centric content management, and a Principal in the enterprise consulting practice at Informix Software.
The animal on the cover of Google Advertising Tools is a white-headed capuchin monkey (Cebus capucinus). The capuchin monkey is named after an order of monks, the Capuchins, because the color of the monkey's head is said to resemble a cowl worn by these monks. Native to parts of Central and South America, capuchin monkeys can be found in a range of habitats, including rain forests, mangrove forests, and wooded areas.
Traveling in groups of 6 to 20 monkeys, capuchins spend much of their day foraging for food. While they prefer fruit, capuchins will also eat leaves, nuts, flowers, insects, spiders, and sometimes small birds and lizards. Because food can be scarce, capuchins have to come up with creative ways to feed themselves. For example, they have been observed using tools to crack open the tough nuts of shells and teaching their offspring how to use these tools.
Scientists postulate that the challenges that the monkeys face in procuring food has helped develop their intelligence. Capuchins' small size and high intelligence make them good pets, and they are sometimes trained to act as assistants to paraplegic people. Most famously, perhaps, the capuchin monkey is the traditional companion of the organ grinder.
The cover image is from Wood's Illustrated Natural History. The cover font is Adobe ITC Garamond font. The text font is Linotype Birka; the heading font is Adobe Myriad Condensed; and the code font is LucasFont's TheSans Mono Condensed.
Poor Coding Examples, but Good Advertising Information
Comments about oreilly Google Advertising Tools:
I looked through most of the coding examples in this book and nearly all of them are pretty much useless if you are doing anything serious with adsense and adwords. However he does have a good understanding of how the adsense and adwords programs work so I was able to pick up information about that.
Don't bother reading this if you are looking for any kind of technical information, some of the code is bad, and most of it doesn't really do anything that effective. It is a good pickup though if you are looking for understanding on Google, although much of this information is available on the web. I get the feeling he has more of a marketing/business background as opposed to computers.