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The McGraw-Hill Companies

Andrew Goodman

ISBN: 978-0-07-159574-2

E Book

400 pages {PDF}

(December 8, 2008)

Winning Results with Google AdWords, Second Edition



In a short time, Google has become one of the most famous companies in the world, with its founders themselves transformed into huge celebrities. Little wonder.

Millions of people each day turn to Google for answers to their questions. And Google keeps delivering so well that—yes—“google” is now a verb many people use to say they searched for something. It’s an amazing consumer success story.

Google is also famous because those millions of people who google generate billions of dollars in revenue for Google itself. For many searches, Google shows ads. Unlike most advertising, these ads—delivered through the Google AdWords program—don’t interrupt what you’re currently doing.

They don’t get in the way of the TV show you’re watching, the next song you want to hear on the radio, or the article that you were reading until forced to jump to the

back of the magazine, and they don’t become the junk mail you toss into the trash.Google’s ads are gifts, solutions, answers to questions that people are expressly looking for.

They are the online equivalent of walking into a hardware store and asking for a picture hook that will work on a hollow wall, walking into a dry cleaner to get a stain removed, or walking into a hair salon for that desperately needed cut.

No one feels a merchant has “interrupted” them in situations like these.

Instead, they likely feel grateful that they got help. Amazingly, Google offers advertising that helps! Advertising that’s wanted.

Advertising that can make a consumer think, “Thank you!” Google’s ads can be perfectly targeted to an immediate desire that someone is expressing.

That’s why they convert so well for advertisers; that’s why spending on search advertising continues to rise each year.

Search is powerful stuff, something no advertiser can afford to ignore.

Contents at a Glance

PART I The Paid Search Opportunity

1 How Big Is This Market? The Rapid Rise of Paid Search

2 A $21 Billion Afterthought: How Google Entered the Advertising MarketPART II How to Play the AdWords Game

3 First Principles for Reaching Customers Through AdWords

4 Setting Up Ad Groups

5 How Google Ranks Ads: Quality-Based Bidding

6 Big-Picture Planning and Making the Case to the BossPART III Intermediate-Level Strategies

7 Keyword Selection and Bidding: Tapping into Powerful AdWords Features

8 Writing Winning Ads

9 Expanding Your Ad Distribution: Opportunities and Pitfalls PART IV Winning the AdWords Game: Advanced Issues

10 Measuring Success: A “What’s Changed” Report

11 Increasing Online Conversion Rates

12 Online Targeting 1995–2015: Fast Start, Exciting Future

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