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Google Advertising Tools: Cashing in with Adsense and Adwords
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
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
430 pages, ebook
First published January 1, 2006
About the author
Harold Davis
166 books14 followersHarold Davis is widely recognized as a leading contemporary photographer and artist. He is also the author of more than 30 books, including Creating HDR Photos: The Complete Guide to High Dynamic Range Photography from Amphoto/Random House and Photographing Flowers: Exploring Macro Worlds with Harold Davis which is published by Focal Press, and has been called "one of the most beautiful books ever created."
Harold Davis believes that advances in the technology and craft of digital photography have created an entirely new art form. Trained as a classical photographer and painter, his photographic images are made using special HDR (High Dynamic Range) capture techniques that extend the range of visual information beyond what the eye can normally see.
Davis creates and processes his images using wide-gamut and alternative digital methods that he has invented. His techniques combine the craft of photography with the skills of a painter.
Photographic adventures and assignments have taken him across the Brooks Range, the northernmost mountains in Alaska. He has photographed the World Trade Towers, hanging out of a small plane, followed in the footsteps of Seneca Ray Stoddard, a 19th-century photographer of the Adirondacks, and created human interest photo stories about the residents of Love Canal, an environmental disaster area.
Harold is well-known for his night photography and experimental ultra-long exposure techniques, use of vibrant, saturated colors in landscape compositions, and beautiful creative floral imagery.
He makes his over-sized original prints on unusual substrates such as pearlized metallic and washi rice papers. Davis states, "I believe that nothing like my prints has ever been seen before. They simply could not have been created until recently. I've been able to innovate in a domain where many techniques and crafts have come together for the first time. My prints are made meticulously, and have a 200-year archival rating for ink and paper if they are handled properly.
Harold Davis believes that advances in the technology and craft of digital photography have created an entirely new art form. Trained as a classical photographer and painter, his photographic images are made using special HDR (High Dynamic Range) capture techniques that extend the range of visual information beyond what the eye can normally see.
Davis creates and processes his images using wide-gamut and alternative digital methods that he has invented. His techniques combine the craft of photography with the skills of a painter.
Photographic adventures and assignments have taken him across the Brooks Range, the northernmost mountains in Alaska. He has photographed the World Trade Towers, hanging out of a small plane, followed in the footsteps of Seneca Ray Stoddard, a 19th-century photographer of the Adirondacks, and created human interest photo stories about the residents of Love Canal, an environmental disaster area.
Harold is well-known for his night photography and experimental ultra-long exposure techniques, use of vibrant, saturated colors in landscape compositions, and beautiful creative floral imagery.
He makes his over-sized original prints on unusual substrates such as pearlized metallic and washi rice papers. Davis states, "I believe that nothing like my prints has ever been seen before. They simply could not have been created until recently. I've been able to innovate in a domain where many techniques and crafts have come together for the first time. My prints are made meticulously, and have a 200-year archival rating for ink and paper if they are handled properly.
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Displaying 1 - 5 of 5 reviews
December 18, 2019
Has not aged well. Important ideas are valid but there are better sources for those.
May 15, 2011
Google Advertising Tools
Good overview of the Google Tools that are available, with lots of tips specifically related to WordPress. It serves as a lightweight orientation to:
1. Organic Search Engine Optimization
2. Affiliate Programs
3. Using AdSense to Generate Revenue for your Content Sites
4. Buying Google AdWords to drive traffic to your site
5. Using Conversion Tracking
The author often warns us of the risk of "black hat" techniques, and basically says to use common sense, but doesn't provide more experience or insight than a basic tutorial.
If you've never done any form of online marketing before, this could be a good choice for you.
I would prefer many more actual, real world numbers, real world ads, real world successes and real world failures. The text is heavy on Google screenshots that are already self explanatory, and light on case studies.
Chapter 2 contains a nice review of the "business narrative" - the story that is used to sell your product or service. Common successful story themes are:
1. Enterprise in Danger (Literally the theme of StarTrek)
2. Heroic
3. Against the Grain (Apple, RED)
4. Anxiety (Jim recommends against selling fear)
5. Seasonal (Summer, Christmas)
6. Personal
7. How To
8. Glamour (Vogue, Cosmetics, Celebrity)
9. Aspiration
You can combine your business narrative with the 5P's of Marketing (Product, Price, Place, Promotion, Positioning) to create a marketing plan.
Chapter 11 has a section about optimizing your ads. You'll know you need to optimize if your CTR is too low. 2% is great.0.5% is horrible.
If your ad doesn't get enough impressions use the "Ad Diagnostics Tool".
Other tools Google provides are:
1. Keyword Tool
2. Traffic Estimator
3. Campaign Optimizer
Every day you should monitor the "summary window" for each group of active AdWords, you can do this most efficiently by having this data sent to you every day via an Email report.
When using the traffic estimator tool, if you do not specify a maximum CPC, Google will automatically calculate based on a CPC that will give you the #1 ranking 85% of the time. This would be very expensive - you're usually best off shooting for a #2 or #3 position.
Create simple but effective landing pages for each or your keywords or groups of keywords. Dropping CPC clicks on the homepage is usually not effective - they need something more targeted, but make sure they can still access the Contact Us and About Us pages.
When you start using AdWords, you should start with high initial bids so that you can quickly get enough traffic to provide meaningful data. After you have some baseline data, you can scale your bids down.
Most AdWords campaigns are inefficient at the beginning but the key to AdWords is iteration. Iterate continuously. Iterate your AdWords message, Iterate your AdWords targeting, Iterate your Landing Page, Iterate your Checkout Funnel.
Remove the trash. Think carefully about how your consumers will respond and what is effective for your brand. Can your Ad show on Social Networks? Can it show on Adult sites? Can it show in Africa? Can any IPs be blocked? Think very carefully about how to control your ad targeting to eliminate waste.
Use "Google Website Optimizer" to run comparison tests (A/B tests) to see which web page will perform best.
Implement Conversion Tracking and Funnel Analysis
Conversion Tracking can be used to measure signups for news letters and visits to key pages without impacting the core "shopping cart conversion" tracking.
Your AdWords account can be linked to your Google Analytics account.
Good overview of the Google Tools that are available, with lots of tips specifically related to WordPress. It serves as a lightweight orientation to:
1. Organic Search Engine Optimization
2. Affiliate Programs
3. Using AdSense to Generate Revenue for your Content Sites
4. Buying Google AdWords to drive traffic to your site
5. Using Conversion Tracking
The author often warns us of the risk of "black hat" techniques, and basically says to use common sense, but doesn't provide more experience or insight than a basic tutorial.
If you've never done any form of online marketing before, this could be a good choice for you.
I would prefer many more actual, real world numbers, real world ads, real world successes and real world failures. The text is heavy on Google screenshots that are already self explanatory, and light on case studies.
Chapter 2 contains a nice review of the "business narrative" - the story that is used to sell your product or service. Common successful story themes are:
1. Enterprise in Danger (Literally the theme of StarTrek)
2. Heroic
3. Against the Grain (Apple, RED)
4. Anxiety (Jim recommends against selling fear)
5. Seasonal (Summer, Christmas)
6. Personal
7. How To
8. Glamour (Vogue, Cosmetics, Celebrity)
9. Aspiration
You can combine your business narrative with the 5P's of Marketing (Product, Price, Place, Promotion, Positioning) to create a marketing plan.
Chapter 11 has a section about optimizing your ads. You'll know you need to optimize if your CTR is too low. 2% is great.0.5% is horrible.
If your ad doesn't get enough impressions use the "Ad Diagnostics Tool".
Other tools Google provides are:
1. Keyword Tool
2. Traffic Estimator
3. Campaign Optimizer
Every day you should monitor the "summary window" for each group of active AdWords, you can do this most efficiently by having this data sent to you every day via an Email report.
When using the traffic estimator tool, if you do not specify a maximum CPC, Google will automatically calculate based on a CPC that will give you the #1 ranking 85% of the time. This would be very expensive - you're usually best off shooting for a #2 or #3 position.
Create simple but effective landing pages for each or your keywords or groups of keywords. Dropping CPC clicks on the homepage is usually not effective - they need something more targeted, but make sure they can still access the Contact Us and About Us pages.
When you start using AdWords, you should start with high initial bids so that you can quickly get enough traffic to provide meaningful data. After you have some baseline data, you can scale your bids down.
Most AdWords campaigns are inefficient at the beginning but the key to AdWords is iteration. Iterate continuously. Iterate your AdWords message, Iterate your AdWords targeting, Iterate your Landing Page, Iterate your Checkout Funnel.
Remove the trash. Think carefully about how your consumers will respond and what is effective for your brand. Can your Ad show on Social Networks? Can it show on Adult sites? Can it show in Africa? Can any IPs be blocked? Think very carefully about how to control your ad targeting to eliminate waste.
Use "Google Website Optimizer" to run comparison tests (A/B tests) to see which web page will perform best.
Implement Conversion Tracking and Funnel Analysis
Conversion Tracking can be used to measure signups for news letters and visits to key pages without impacting the core "shopping cart conversion" tracking.
Your AdWords account can be linked to your Google Analytics account.
April 14, 2008
It is estimated that Google ads reach 80% of all Internet users. No other advertising system or promotional scheme (including spam campaigns) can boast such coverage. Cashing in on Google ads either as an advertiser through AdWords or by getting paid by the click for hosting Google ads through Adsense is a pretty quick and simple process.
Google Advertising Tools is meant for the beginner advertiser or new website owner who would like to make a little extra money through hosting Google ads. This book takes the reader through the whats, the whys, the hows, and the wheres of these options. Much of the more complicated parts of these processes are even detailed step by step complete with illustrations of what the reader will see at the website. I do suggest this book to those new to Google ads. However, I also think that those already participating in these programs with find a few helpful hints and tips, particularly in the optimizing sections.
Google Advertising Tools is meant for the beginner advertiser or new website owner who would like to make a little extra money through hosting Google ads. This book takes the reader through the whats, the whys, the hows, and the wheres of these options. Much of the more complicated parts of these processes are even detailed step by step complete with illustrations of what the reader will see at the website. I do suggest this book to those new to Google ads. However, I also think that those already participating in these programs with find a few helpful hints and tips, particularly in the optimizing sections.
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a well organized book that sets a good foundation or review (based upon the reader's experience.)
Displaying 1 - 5 of 5 reviews