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