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Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns. Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge. Learn the advantages of proper account structure based on tightly knit themes Understand AdWords auction and the importance of keyword Quality Score Determine your preferred bidding model and daily ad budget Evaluate campaign performance by timeframe, keyword, and other criteria Hone your keyword list whenever search queries trigger your ads Add negative keywords to filter out irrelevant queries Outperform competitors and organic search results with targeted ad copy Determine conversion goals, and use AdWords tools to track them About the Author Anastasia Holdren is President of SEM Training, providing training and consulting for Google AdWords advertisers. Stasia is one of two Authorized AdWords Seminar Leaders. Working with Google, she piloted the Seminars for Success program in 2006. Since then, she has trained thousands of advertisers around the world. Table of Contents Chapter 1 Getting Started Introduction to Google AdWords Where Ads Can Appear Creating a Google Account Creating an AdWords Account Managing Account Access Setting Up Your First Campaign Chapter 2 Account Structure How AdWords Accounts Are Organized Why Structure Matters Your Organization Strategy Common Pitfalls Chapter 3 Navigating Your Account Interface Overview Setting a Time Frame The Tree View Roll-Up Tabs How to Segment Data How to Find Things in Your Account Chapter 4 Campaign Settings Intro to Campaign Settings Language Targeting Location Targeting Networks and Devices Bidding and Budget Additional Settings Chapter 5 Understanding the Auction How the AdWords Auction Works What Is Quality Score? Why Does Quality Matter? How Is Quality Score Calculated? Where to Find Quality Score How to Improve Quality Score Chapter 6 Keywords How Keywords Fit Into the AdWords Auction Keyword Match Types Negative Keywords Keyword Rules and Editorial Guidelines How to Manage Keywords How to Use the “See Search Terms” Report How to Use the Keyword Tool Using Google Insights for Search Chapter 7 Writing Ads Ad Text Requirements AdWords Ad Policies How to Create and Edit Ads How to Write Powerful Ads How to Use Dynamic Keyword Insertion Chapter 8 Making Ads Stand Out Ad Extensions Location Extensions Product Extensions Sitelinks Call Extensions Chapter 9 The Google Display Network Intro to the GDN The Networks Tab The Topics Tab The Audiences Tab Top 10 GDN Tips Chapter 10 Additional Ad Formats Image and Flash Ads Video Ads Mobile Ads Chapter 11 Bids, Budgets, and Billing How Bidding Works How to Decide What to Bid Understanding Billing Options Applying Promotional Credits Monthly Invoicing Click Fraud Chapter 12 Measuring Success Conversion Tracking Conversion Tracking Google Analytics Glossary