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Ultimate Guide to Google Ads 6th New edition [Pehme köide]

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  • Formaat: Paperback / softback, 367 pages, kõrgus x laius: 254x203 mm, Illustrations
  • Sari: Ultimate
  • Ilmumisaeg: 10-Dec-2020
  • Kirjastus: Entrepreneur Press
  • ISBN-10: 159918673X
  • ISBN-13: 9781599186733
Teised raamatud teemal:
Ultimate Guide to Google Ads 6th New editionSuurem pilt
  • Formaat: Paperback / softback, 367 pages, kõrgus x laius: 254x203 mm, Illustrations
  • Sari: Ultimate
  • Ilmumisaeg: 10-Dec-2020
  • Kirjastus: Entrepreneur Press
  • ISBN-10: 159918673X
  • ISBN-13: 9781599186733
Teised raamatud teemal:
Püsilink: https://www.kriso.ee/db/9781599186733.html
Märksõnad:
Get More Customers with Google Ads

Focusing on the growing number of mobile users and increased localized searches, Google Ads experts Perry Marshall and Bryan Todd, joined by AdWords and analytics evangelist Mike Rhodes, once again deliver the most comprehensive and current look at today’s fastest, most powerful advertising medium.
Marshall and team teach you how to build an aggressive, streamlined Google Ads campaign proven to increase your search engine visibility, consistently capture clicks, double your website traffic, and increase sales on not one, but three ad networks. Plus, get access to bonus online content and links to dozens of resources and tutorials. Whether you’re a current advertiser or new to AdWords, the Ultimate Guide to Google AdWords is a necessary handbook.

Covering the latest breaking news in Google Ads, this sixth edition introduces revised, expanded and new chapters covering Enhanced Campaigns, Google Ads Express, Google’s Product Listing Ads, and more. Changes in Big Data advertising are also revealed and expanded sections and necessary updates have been added throughout.

Updates specific to this edition include:
  • Powerful bidding strategies using remarketing lists for search ads
  • New ad extension features
  • Automation capabilities using scripts
  • Bonus Online Content that includes links to dozens of resources and tutorials covering: registering a domain name, setting up a website, selecting an email service, choosing a shopping cart service, finding products to sell, and starting up an Google Ads account for your business

    Readers are given the latest information paired with current screenshots, fresh examples, and new techniques. Coached by Google Ads experts Perry Marshall, Mike Rhodes, and Bryan Todd advertisers learn how to build an aggressive, streamlined campaign proven to increase search engine visibility, consistently capture clicks, double website traffic, and increase sales. Whether a current advertiser or new to AdWords, this guide is a necessary handbook.


    • Focusing on the growing number of mobile users and increased localized searches, Perry Marshall and Mike Rhodes once again deliver the most comprehensive, current look at today’s fastest, most powerful, easy-to-use advertising medium: Google Ads.

    Muu info

    Marshall has an extensive online platform reachlist of 200,000+ interested in online advertising with 60,000 + who actively respond to author communications Marshalls active outlets include websitePerryMarshall.com, blog, Facebook, Twitter, email, direct mail, conferences, and a network of affiliates including Seth Godin, Rich Schefren, Eben Pagan, Brian Tracy, Anthony Robbins, Les Brown and Yanik Silver Mike Rhodes is a Google Certified AdWords partner and owner of WebSavvy, the largest AdWords agency in Australia
    Preface: Wait! Before You Read This Book xiii
    If You're a Rank Beginner xiv
    If You're a Veteran Pay-Per-Click Marketer xv
    Advanced Material for Go-Getter Google Advertisers xv
    The Winning Method the World's Smartest Marketers Stole from the Wright Brothers xvi
    How the Wright Brothers' Sawy Testing Method Made Them "First in Flight" xvi
    People Who Test, Fly. People Who Rely on Brute Force, Die xviii
    Marketing Misery: Not Necessary xx
    Chapter 1 Chisel Your Way In: Frank Talk About the Google Ads of Today
    		1(6)
    The Three Niche Domination Strategies of Google Ads
    		5(2)
    Chapter 2 How to Force Prospects to Choose Your Site: Make Them Buy from You, Not Your Competition
    		7(8)
    Here's How to Make Sure They Find You and Buy From You--Not Someone Else
    		9(6)
    Chapter 3 Planning and Coals
    		15(8)
    Your Website Is Not a Brochure
    		16(1)
    How Much Is Your Customer Worth?
    		17(2)
    Before You Spend a Dollar, What's Your Growth Plan?
    		19(1)
    The Three-Part Mindset
    		19(1)
    Your Quick Action Summary
    		20(3)
    Chapter 4 Getting Started: Doing Your Research
    		23(6)
    The Big Networks
    		24(1)
    Getting Started with a Search Campaign
    		25(1)
    What Are Your Competitors Doing?
    		26(1)
    Keywords for Search Ads
    		26(1)
    Your Quick Action Summary
    		26(3)
    Chapter 5 Vanquish the Thickest Competition with a Killer USP
    		29(8)
    Six Essential Elements of a Power USP
    		31(4)
    Your Quick Action Summary
    		35(2)
    Chapter 6 How to Build Your First Campaign
    		37(8)
    How to Get Started the Right Way
    		38(1)
    How to Arrange Your Campaign Settings
    		39(2)
    What Does an Ad Group Do, Exactly?
    		41(2)
    How Much Should I Spend?
    		43(1)
    Your Quick Action Summary
    		43(2)
    Chapter 7 Conversion Tracking: How to Know Where Every Penny You Spend Is Going
    		45(12)
    The Four Types of Conversions You'll Want to Track
    		47(3)
    How to Set Up Conversion Tracking the Right Way
    		50(5)
    Take Advantage of Analytics
    		55(1)
    Your Quick Action Summary
    		55(2)
    Chapter 8 Bidding Strategies: Tools to Keep Your Spending Smart
    		57(10)
    Start with Manual Bids
    		58(1)
    Where Do You Set Bids?
    		58(1)
    Bid Strategies
    		59(1)
    Bid Strategies to Avoid
    		60(1)
    What Is Smart Bidding?
    		61(1)
    Upping Your Game with Bid Adjustments
    		61(2)
    Risky! Beware of Bid Stacking
    		63(2)
    Every Campaign Needs a Budget
    		65(1)
    Your Quick Action Summary
    		66(1)
    Chapter 9 Keywords: Ads Success Starts Here
    		67(12)
    How to Find the Most Profitable Keywords
    		69(2)
    How to Get the Most from Google's Keyword Planner
    		71(1)
    Step Up Your Game Using Keyword Matching Options
    		72(4)
    Negative Keywords
    		76(2)
    Your Quick Action Summary
    		78(1)
    Chapter 10 Supercharge Your Clickthrough Rates: How to Write Google Ads That Pass the Test
    		79(12)
    Regular vs. Responsive Ads
    		80(1)
    Components of an Ad
    		81(1)
    Our Top Ten Favorite Ad Copy Tests
    		82(2)
    See in Advance How Your Ads Will Look
    		84(1)
    Follow Editorial Guidelines and Keep Google Happy
    		84(1)
    Supercharge Your Clickthrough Rates with Ad Extensions
    		85(4)
    Your Quick Action Summary
    		89(2)
    Chapter 11 Landing Pages: Making Powerful First Impressions That Convert
    		91(8)
    What Is a Landing Page?
    		92(1)
    Maintain the "Scent"
    		92(1)
    The Two People You Need to Keep Happy
    		93(1)
    The Essential Landing Page Checklist
    		94(1)
    Ensure Your Landing Pages Are Compliant
    		95(1)
    Give Your Web Developer the Day Off: Create Your Own Landing
    		96(1)
    Your Quick Action Summary
    		97(2)
    Chapter 12 Choosing and Mastering Search Campaigns
    		99(14)
    Deciding When a Search Campaign Is Right for You
    		100(1)
    Setting Your Campaign Goals
    		101(1)
    Mastering Search Campaigns
    		102(1)
    Back to Basics, Briefly
    		102(3)
    Three Types of Keyword Search Campaigns
    		105(1)
    Dynamic Search Ad Campaigns
    		106(2)
    Call Campaigns
    		108(2)
    Smart Campaigns
    		110(1)
    Discovery Campaigns
    		110(1)
    Your Quick Action Summary
    		111(2)
    Chapter 13 How to Get Your Ads on Millions of Websites with Google's Display Network
    		113(12)
    Display vs. Search
    		115(1)
    Bidding for GDN
    		116(1)
    Targeting
    		116(4)
    Messaging
    		120(1)
    Building Your GDN Campaign
    		120(1)
    Measuring Your GDN Campaign
    		121(1)
    Managing Your Display Campaigns
    		121(2)
    Your Quick Action Summary
    		123(2)
    Chapter 14 Remarketing: The Single Most Profitable Online Advertising Strategy
    		125(12)
    First, Update Your Privacy Policy
    		127(1)
    Create and Install Your Code
    		127(1)
    How to Build an Audience to Remarket To
    		128(2)
    How Long Do I Keep People on My List?
    		130(1)
    Other Audience List Examples
    		130(1)
    How to Create a Remarketing Campaign
    		131(1)
    How to Write Remarketing Ads That Get Clicks and Conversions
    		132(1)
    Should You Try Customized Landing Pages?
    		133(1)
    Some Advanced Remarketing Tips
    		134(1)
    Your Quick Action Summary
    		135(2)
    Chapter 15 Google Shopping Campaigns: A Huge ROI Boost for Ecommerce
    		137(12)
    How to Set Up a Google Shopping Campaign
    		138(1)
    How to Get Your Google Shopping Campaign Up and Running
    		139(3)
    Bidding
    		142(1)
    Negative Keywords
    		143(1)
    Some Advanced Shopping Campaign Tips
    		143(1)
    Ongoing Management of Your Shopping Campaigns
    		144(3)
    Your Quick Action Summary
    		147(2)
    Chapter 16 YouTube Advertising: Billions of Eyeballs for Pennies by Tom Breeze
    		149(12)
    What Works on YouTube?
    		151(1)
    The Message
    		152(2)
    The Method
    		154(1)
    Targeting on YouTube
    		155(1)
    Putting It All Together
    		156(2)
    Your Quick Action Summary
    		158(3)
    Chapter 17 Gmail Campaigns
    		161(4)
    How to Set Up a Gmail Campaign
    		162(2)
    Experiment Away!
    		164(1)
    Your Quick Action Summary
    		164(1)
    Chapter 18 Targeting Audiences
    		165(6)
    Why Use Audience Targeting?
    		166(1)
    What Are My Targeting Options?
    		166(2)
    Available Audiences
    		168(2)
    Your Quick Action Summary
    		170(1)
    Chapter 19 Mastering Tracking
    		171(10)
    Tracking Phone Calls
    		172(1)
    Tracking Revenue
    		172(1)
    Tracking Micro Conversions
    		172(1)
    Understanding Your Data
    		173(4)
    The Pros and Cons of Phone Call Tracking
    		177(1)
    Advanced Conversion Tracking Options
    		178(1)
    Your Quick Action Summary
    		179(2)
    Chapter 20 Niche Domination, Part 1: Chisel In Where the Chiseling Is Easy
    		181(6)
    Three Signs of an Overlooked Niche
    		182(1)
    The 80/20 Survey Technique for Hyper-Responsive Intelligence
    		183(1)
    The 80/20 Protocol
    		183(1)
    Your Quick Action Summary
    		184(3)
    Chapter 21 Niche Domination, Part 2: Playing Games You Can Win
    		187(6)
    The "Working Stiff to $400 Million" Niche Domination Strategy
    		189(2)
    Success Through Elimination
    		191(1)
    Your Quick Action Summary
    		191(2)
    Chapter 22 "Deep 80/20": It's Not What You Think And I Can't Tell You How Profitable It Is!
    		193(10)
    Back When I Thought I Understood 80/20
    		194(1)
    80/20 Applies to Just About Everything You Can Measure in a Business
    		195(1)
    80/20 Isn't Just Divided into Two Groups
    		195(1)
    There's an 80/20 Inside Every 80/20!
    		196(1)
    You Can Overlay Multiple 80/20s and Double Your Mojo
    		196(2)
    80/20 Is Why "Peel and Stick" Is So Powerful!
    		198(1)
    Perfectionism Can Get in Your Way!
    		199(1)
    The Myth of the Long Tail
    		200(1)
    Some 80/20 Rules of Thumb
    		201(2)
    Chapter 23 How Email Transforms Those Expensive Clicks into Long-Term, Profitable Customers
    		203(10)
    How to Put Personality and Pizzazz into Your Email Marketing
    		204(1)
    Power in the Personal: Six Keys to Email Marketing Success
    		205(6)
    A Medium That Will Never Go Away
    		211(1)
    Opt-Ins: More Than Just an Email Address?
    		211(1)
    They Can Knock Off Your Product, but They Can't Knock Off You
    		211(1)
    Your Quick Action Summary
    		212(1)
    Chapter 24 Getting More Advanced: Tips and Tricks to Improve Your Success
    		213(14)
    Quality Score Explained
    		213(5)
    Impression Share
    		218(3)
    Drafts and Experiments
    		221(3)
    Segmenting Your Data
    		224(1)
    Filters
    		225(1)
    Labels
    		226(1)
    Recommendations Tab
    		226(1)
    Your Quick Action Summary
    		226(1)
    Chapter 25 Mastering Optimization
    		227(4)
    Why Does Optimization Matter?
    		228(1)
    What Changes Should You Make?
    		228(1)
    When Should You Make Changes?
    		228(2)
    Your Quick Action Summary
    		230(1)
    Chapter 26 Automate the Grunt Work and Manage Campaigns with Ease
    		231(8)
    How to Set Up Automated Rules
    		232(1)
    What Are Scripts?
    		233(1)
    How to Set Up a Script
    		234(1)
    Useful and Simple Scripts (Freebies!)
    		235(1)
    Google Ads Editor
    		236(1)
    Troubleshooting Your Ad Campaigns
    		237(1)
    Your Quick Action Summary
    		238(1)
    Chapter 27 Google Analytics: Know Exactly Where Your Visitors Come From and Where They're Going
    		239(12)
    A Million-Dollar Ad Tracking Discovery from My First Big Client
    		240(1)
    What Happens After the Click?
    		241(1)
    First Step: Macro vs. Micro Conversions
    		241(2)
    Assigning Values to Your Goals
    		243(1)
    How to Get Google Ads and Analytics Talking to Each Other
    		244(2)
    Analytics Remarketing
    		246(2)
    Attribution
    		248(1)
    Google Tag Manager (GTM)
    		249(1)
    Your Quick Action Summary
    		249(2)
    Chapter 28 How to Hire the Right Google Ads Agency
    		251(10)
    A Word of Warning Before You Outsource
    		252(2)
    What Payment Model Should You Follow?
    		254(1)
    11 Questions to Ask Before Hiring an Agency
    		254(4)
    Who Will Have Ownership of Your Account?
    		258(1)
    Your Quick Action Summary
    		259(2)
    About the Authors 261(2)
    Perry Marshall
    		261(1)
    Bryan Todd
    		262(1)
    Mike Rhodes
    		262(1)
    Index 263
    Perry Marshall is one of the worlds most expensive and sought-after business consultants. He has helped over 100,000 advertisers save billions of dollars in AdWords stupidity tax.





    Mike Rhodes, CEO and founder of WebSavvy, is an international speaker and bestselling author, specializing in Google Ads, Google Analytics, and website conversions for business growth





    Bryan Todd is an international marketing consultant and Google Ads specialist with clients in dozens of industries from healthcare and book publishing to manufacturing and computer software.