Google Advertising Tools Cashing in with AdSense and AdWords 2nd Edition by Harold Davis, David Iwanow ISBN 1449389090 9781449389093

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ISBN 10: 1449389090 
ISBN 13: 9781449389093
Author: Harold Davis, David Iwanow

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.

Google Advertising Tools Cashing in with AdSense and AdWords 2nd Table of contents:

Part I. Making Money with a Website
Chapter 1. Creating Successful Websites
The Taxonomy of Success
Entertainment
Useful Free Services and Software
Magazines and Newspapers
The Blogosphere
Practical Information: Content Sites and Niches
E-Commerce Sites
Tools for Measuring Popularity
Using the Google Toolbar
Let the Google Search Engine Be Your Guide
Finding Popularity with Alexa
How Much Content Is Enough?
Presenting Content
Page and Site Design
Page Size
Images, Video, and Podcasting
Keeping Content Fresh
Positioning Ads
Content Architecture
Separating Content from Design
Server-Side Includes
PHP Includes
Optimal Include Layout
Where Does Content Come From?
The Power of Community
Action Items
Chapter 2. Creating Effective Marketing Plans
Telling a Story
The Elevator Pitch
Basics of Marketing
Creating a Plan
Creating a Checklist
Naming Your Site
Introducing SEM
Comparing SEO with SEM
Crafting the Blended Campaign
Action Items
Chapter 3. Driving Traffic to a Website
Submitting Your Sites to Search Engines
Important Search Engines for Submission
Submission Tools
Working with Google
Taking Advantage of Site Mapping
Working with Directories
Understanding Taxonomies
Getting Open Directory Project Listings
Getting Yahoo! Directory Listings
Becoming Popular by Generating Inbound Links
The Best Inbound Links
Finding Sites to Make a Link Request
Making the Link Request
Finding email addresses
Emails should not be spam
The Power of the Press Release
Unleashing Your Inner Blogger
Using Syndication Feeds to Your Benefit
Creating Feeds
Telling the World About Your Feed
Submitting Feeds
Creating Email Lists and Surmounting the Spam Problem
Action Items
Chapter 4. Nuts and Bolts of SEO
SEO’s Evolution
The SEO Advantage
What SEO Can (and Cannot) Do
Free Tools
Google Webmaster Tools
Crawl errors
HTML suggestions
Your site on the web
Commercial SEO Analysis Software
More About How Your Site Appears to a Bot
Images
Links
File Formats
Viewing Your Site with an All-Text Browser
Excluding the Bot
The robots.txt File
Meta Robot Tags
Meta Information
Design for SEO
Site Design Principles
Text is best
Navigability
Words and Keyword Density
Page size
Choosing keywords
Keyword placement
Site Design Principles
Using PageRank
Linking
Inbound links
Outbound Links
Cross Links
Avoiding Overly Aggressive SEO
Google’s Prohibitions
Why Not to Be Overly Aggressive
Action Items
Chapter 5. Making Money with Affiliate Programs
Kinds of Ad Programs
Understanding Affiliate Programs
Mechanics of the Process
Creatives
Areas of Concern
Amount of the commission
Sales and commission tracking
Merchant support of affiliate programs
Matching affiliates with content
Working with an Affiliate Program
Benefits of Affiliate Aggregators
Finding an Affiliate Aggregator
Commission Junction
Kolimbo
LinkShare
Ad Hoc Affiliation
Fred Miranda Software
iContact
The Amazon.com Associate Program
Action Items
Chapter 6. Making Money by Hosting Advertising
Understanding Cost Per Click (CPC)
Contextual Relevance
How Good Is the Context?
Serving Ads
Dollars and Cents
CPC Vendors Compared
Placing Ad Units on Your Site
Signing Up
Choosing the Kinds of Ads
Selecting Ad Formats
Adding Code to Your Pages
Display and Banner Ads
Action Items
Chapter 7. Understanding the Google Behemoth
The Parts of Google
Blogger
Book Search
Directory
Gmail
GOOG-411
Google Health
Maps
Product Search
Scholar
YouTube
Content Versus Search
Anatomy of a Search Query
Google Syntax and Operators
The Rules of Simple Search
Effective Searching
Advanced Search
The Search Results Page
The Automated Ad Broker: AdWords
Action Items
Part II. Cashing in with AdSense
Chapter 8. Working with AdSense
Applying for an AdSense Account
Setting Account Options
Payment Preferences
Ad Display Preference
Account Access
Reviewing Payment History
Filing Tax Information
AdSense Programs
AdSense for Content Ad Settings
Ad Type
Ad Format and Colors
Format
Colors
More options
Ad Channels
Getting the Code
Ad unit example
Link unit example
Managing Ads
Custom Ad Colors
Using Channels
Applying Competitive Filters
Site Authentication, Ad Review, and Allowed Sites
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
Saving a Report as a Template
Choosing a Date Range
Page, Unit, or Ad Impressions
Aggregate Versus Channel Data
Statistics
Downloading a CSV File
Other Program Performance
Search Performance
How Are Your Parked Domains Doing?
Optimization Tips
Site Diagnostics
Your Earnings
Tools Beyond AdSense for Tracking
Listening to Web Logs
Web Analytic Software
Action Items
Part III. Working with AdWords
Chapter 10. Using AdWords
Signing Up for an Account
Creating Your Account
Creating Your First Campaign
Bidding and Budget
Advanced Settings
Creating an Ad
Crafting an Ad
Choosing Keywords
Providing Payment Information and Activating Your Account
Graduating
Ad Campaigns and Ad Groups
Creating and Editing Ad Campaigns
Creating a New Campaign
Editing Campaign Settings
Pausing, resuming, and deleting an ad campaign
The Campaign Summary
Excluding sites or categories
Adding negative keywords
Changing campaign settings
Optimizing ad service
Ad scheduling
Where ads display
Position preference and delivery method
Ad Groups
Creating a new ad group
Editing an ad group
Creating an image ad
Getting a My Client Center Account
Action Items
Chapter 11. Improving Performance
Monitoring Your AdWords Activity
Understanding Your Campaign Summary
Drilling Down into a Campaign
Understanding Ad Group Performance
Search and content results
Individual keyword results
Keyword status
Campaign Management Tools
Using the Ads Diagnostic Tool
Optimizing Your Ads
Keyword Tool
Estimating traffic
Campaign Optimizer
Action Items
Chapter 12. The Zen of AdWords
The Customer Life Cycle
Keywords
Getting Seen
Test Your Ads
Landing Pages That Work
Tracking
Balance
The Path of Indirection
Success via Iteration
Targeting the Competition
Estimating Traffic
Exclusion
Excluding Sites and Categories
IP Exclusion
Action Items
Chapter 13. Advanced Performance Monitoring
Using AdWords Reports
Kinds of Reports
Creating a Placement/Keyword Report
Conversion Tracking
Understanding Conversion Tracking
Conversion tracking reports
Tracking Google Analytics goals as conversions
Tracking views of content network ads as conversions
Tracking PayPal Purchases
Setting up a new PayPal button
Tracking Visitors to a Crucial Page
Google Analytics
Getting Started with Google Analytics
Using Google Analytics
The Dashboard
Map Overlay
Content Overview
Advanced Segments
Goals
Custom Reports
Website Optimizer
Action Items
Chapter 14. AdWords beyond CPC
Display Ad Builder
Mobile Ads
Video Ads
Advertising on TV

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