Google Advertising Tools, 2nd Edition

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Cashing in with AdSense and AdWords

By Harold Davis

Publisher: O'Reilly Media

Released: November 2009

Pages: 432

With this book, you'll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money.

You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website. Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don't, and why. Google's ad programs can help any business with a web presence, and this guide explains precisely how to use them.

Learn how to create effective campaign plans for your website
Understand the PageRank algorithm, Search Engine Optimization (SEO), and Search Engine Marketing (SEM)
Drive traffic to your website and make money as an advertising host
Add AdSense code and Google search to your site
Learn how content, search, and referral ads perform
Create and edit AdWord campaigns
Monitor AdWords activity and improve your campaign's performance

Making Money with a Website
1. Chapter 1 Creating Successful Websites
  1. The Taxonomy of Success
  2. Tools for Measuring Popularity
  3. How Much Content Is Enough?
  4. Presenting Content
  5. Content Architecture
  6. Where Does Content Come From?
  7. The Power of Community
  8. Action Items
2. Chapter 2 Creating Effective Marketing Plans
  1. Telling a Story
  2. Basics of Marketing
  3. Creating a Plan
  4. Creating a Checklist
  5. Naming Your Site
  6. Introducing SEM
  7. Comparing SEO with SEM
  8. Action Items
3. Chapter 3 Driving Traffic to a Website
  1. Submitting Your Sites to Search Engines
  2. Working with Google
  3. Taking Advantage of Site Mapping
  4. Working with Directories
  5. Becoming Popular by Generating Inbound Links
  6. The Power of the Press Release
  7. Unleashing Your Inner Blogger
  8. Using Syndication Feeds to Your Benefit
  9. Creating Email Lists and Surmounting the Spam Problem
  10. Action Items
4. Chapter 4 Nuts and Bolts of SEO
  1. SEO’s Evolution
  2. More About How Your Site Appears to a Bot
  3. Excluding the Bot
  4. Meta Information
  5. Design for SEO
  6. Using PageRank
  7. Linking
  8. Avoiding Overly Aggressive SEO
  9. Action Items
5. Chapter 5 Making Money with Affiliate Programs
  1. Kinds of Ad Programs
  2. Understanding Affiliate Programs
  3. Working with an Affiliate Program
  4. Action Items
6. Chapter 6 Making Money by Hosting Advertising
  1. Understanding Cost Per Click (CPC)
  2. Contextual Relevance
  3. CPC Vendors Compared
  4. Placing Ad Units on Your Site
  5. Display and Banner Ads
  6. Action Items
7. Chapter 7 Understanding the Google Behemoth
  1. The Parts of Google
  2. Content Versus Search
  3. Anatomy of a Search Query
  4. The Automated Ad Broker: AdWords
  5. Action Items
Cashing in with AdSense
1. Chapter 8 Working with AdSense
  1. Applying for an AdSense Account
  2. Setting Account Options
  3. AdSense Programs
  4. AdSense for Content Ad Settings
  5. AdSense for Search Settings
  6. AdSense for Feeds
  7. AdSense for Domains
  8. Video Units
  9. Linking Google AdSense to Google Analytics
  10. Action Items
2. Chapter 9 Making Sense of AdSense
  1. Fundamentals of Navigation
  2. Understanding the Metrics
  3. Running Reports
  4. Statistics
  5. Downloading a CSV File
  6. Other Program Performance
  7. Optimization Tips
  8. Site Diagnostics
  9. Your Earnings
  10. Tools Beyond AdSense for Tracking
  11. Action Items
Working with AdWords
1. Chapter 10 Using AdWords
  1. Signing Up for an Account
  2. Ad Campaigns and Ad Groups
  3. Getting a My Client Center Account
  4. Action Items
2. Chapter 11 Improving Performance
  1. Monitoring Your AdWords Activity
  2. Campaign Management Tools
  3. Action Items
3. Chapter 12 The Zen of AdWords
  1. The Customer Life Cycle
  2. The Path of Indirection
  3. Success via Iteration
  4. Targeting the Competition
  5. Estimating Traffic
  6. Exclusion
  7. Action Items
4. Chapter 13 Advanced Performance Monitoring
  1. Using AdWords Reports
  2. Conversion Tracking
  3. Google Analytics
  4. Website Optimizer
  5. Action Items
5. Chapter 14 AdWords beyond CPC
  1. Display Ad Builder
  2. Mobile Ads
  3. Video Ads
  4. Advertising on TV
  5. Action Items