Advanced Google Adwords – by Brad Geddes

‘Advanced Google AdWords by Brad Geddes’ is written for people who have a solid understanding of AdWords and have opened and managed their own account. What you will not find is information on how to open an account or navigate through the interface, or introductory material on keywords. These basics can be found in the AdWords Learning Center for free.

This book begins where most blogs and training leave off—optimization for intermediate and expert users. There are so many options with AdWords that it can be difficult to determine where to start or to understand what is possible. For instance, you could create an ad for a smartphone that is shown to a consumer only if

• The consumer is in the business section of the New York Times.
• The article being read is about stock brokers.
• The consumer is on a mobile device.
• The consumer is located in Minneapolis.
• The time is between 6 a.m. and 8 a.m.

While rarely will you want an ad shown under such stringent conditions, choosing one or two of those options to constrain your ad serving to reach your ideal customer will help you save marketing dollars. And best yet, you will be putting the correct ad in front of your target market.

Of course, there is more to AdWords than image ads and the Display Network.
We start with search and end with step-by-step instructions. We will dive into detailed ad copy and landing page testing, account organization, ad copywriting, and even multiple strategies for setting bids.

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You will find one of the most comprehensive sections ever written on Quality Score. If you have been advertising with Google for a while and either do not know what Quality Score is or have had issues with high first-page bids or low Quality Scores, this book is definitely for you.

If you are an advanced user and wondering if you can learn from this book, just flip to the last chapter. There you will find a step-by-step guide for creating and optimizing AdWords accounts. Every single section in that chapter is the cumulation of what you will learn throughout this book.

This book’s two mantra words are creativity and profits. To be creative with AdWords you need to understand your options and how various settings influence other settings. To increase profits you need to understand testing, conversions, and bidding strategies. When you combine creativity and profits, you will stop just advertising and spending money. Instead, you will put the correct ad in front of your ideal customer at the time when they are most likely to convert so that your company can increase their overall profits.

What You Will Learn

This book (Advanced Google AdWords by Brad Geddes) does not just tell you how a feature works but also gives you strategies into using that feature. For instance, most national companies ignore location targeting. This is a mistake. Did you know you can buy a diet beer in Japan? Try selling a diet beer to Americans. You cannot buy Coke Lite in the United States or Diet Coke in Europe. Why? The words diet and lite evoke different feelings in different geographies. This book will give you strategies to determine your conversion rate and spend for different geographies, how to test different ads by geography, and how to maximize your returns in each geography where you are advertising.

Not everything is about location. This book examines how to find, measure, change, test, and implement strategies for a variety of topics including the following:

• Keywords
• Ad copy
• Quality Score
• Time-of-day targeting
• Testing ad copy
• Testing landing pages
• Profit by impression testing
• Account organization

We will go through the steps of helping you to learn where to best spend your time. With so many options it can be difficult to determine where to start. We will help by not just showing you where to spend your initial time but also showing how to set up reporting schedules so that you can continue to grow and optimize your account.

By reading this book (Advanced Google AdWords by Brad Geddes), you will learn step-by-step strategies that will increase your company’s profits through using Google AdWords.

What Is Covered in This Book

Since Google AdWords is so advanced and complex, Brad Geddes intended this book to be used in two ways. First, read it straight through to learn how to use account strategies. Once you have read it, then you can use this book as a reference as you are optimizing your account.

By reading and then coming back to this book, implementing new AdWords strategies to optimize your account will save you time and money. This is what you will learn by reading this book:

• Chapter 1: Understanding Search Theory: Learn the history of PPC advertising and the psychology of search.
• Chapter 2: Performing Keyword Research: Learn how the buying funnel and your keywords work together. Control when your ad is displayed by using a combination of positive and negative keywords.
• Chapter 3: Keyword Tools: Extracting Valuable Data from Google: Learn how to combine Google’s spiders with a dictionary to improve your keyword research. Learn how to use other Google and Microsoft free tools to improve your account.
• Chapter 4: Writing Compelling Ads: From benefits to features to trademarks to unique selling propositions, learn to write ads that connect with the searcher.
• Chapter 5: Creating Landing Pages That Convert Searchers into Buyers: Learn how to choose the best page on your site for every keyword. Then ensure that the proper elements of usability, trust, and option control exist on the page to convert the searcher into a buyer.
• Chapter 6: Learning Advanced Optimization Techniques: Learn strategies for increasing conversion rates, click-through rates, traffic, and ad impressions.
• Chapter 7: Demystifying Quality Score: Each Quality Score factor is torn apart, examined, and put back together so you can see exactly how your Quality Score is determined. Then learn strategies for managing and increasing Quality Scores.
• Chapter 8: Beyond Text: Employing Image, Video, and Mobile Ads: There is more to Google than text ads. Dive into the best uses of video, image, and mobile ads.
• Chapter 9: Understanding the Display Network: The Display Network may be the most misunderstood and least optimized section of AdWords. Understand how the Display Network really works and how to start taking advantage of it.
• Chapter 10: Utilizing Advanced Display Network Techniques: The Display Network’s reach is significantly larger than Google’s search reach. These techniques will not only help you find new customers that have never searched for your products but also show you ways of bringing lost conversions back to your site.
• Chapter 11: Utilizing Advanced Geographic Targeting Techniques: Control exactly where your ad is shown. Understand the technology so you can avoid pitfalls and take advantage of displaying unique messages through location targeting.
• Chapter 12: Saving Time and Scaling Accounts with the AdWords Editor: When accounts include hundreds of thousands of keywords and tens of thousands of ad copies, they can be difficult to create and optimize. This chapter examines how to save you time in creating and managing small to enormous accounts through the AdWords Editor.
• Chapter 13: Devising Profitable Bid Strategies: Examine your business model so that you can set and measure your marketing goals to ensure your company is profitable. Then learn to how to set and manage bids by ROI, profit, day of the week,and time of day. Formulas and Excel walkthroughs are included so no one gets lost in the math and calculations.
• Chapter 14: Organizing Accounts Successfully: Success starts with account organization. Read tips, tricks, and strategies that will help you find the correct organization for your AdWords account
• Chapter 15: Implementing Testing Techniques That Will Increase Profits: Testing ad copy and landing pages is essential to continuously increasing profits. Learn not just how to create and measure a test but how to determine how much money you make every time an ad is displayed.
• Chapter 16: AdWords Reports: Extracting Actionable Information: Learn how to create and use all the valuable data that your AdWords account accumulates. Create a reporting schedule so that you always have access to the data necessary to improve your account.
• Chapter 17: Step-by-Step: Creating and Monitoring Your AdWords Account: After 16 chapters packed with information, it is time for a step-by-step walkthrough of how to create and optimize each campaign type based on what you have learned. Refer to this chapter every time you are working in AdWords to see what to do next.

About the Author

Brad Geddes has been involved in online marketing for more than a decade. Over the years he has provided a variety of services, the most common being usability, search engine optimization (SEO), pay-per-click (PPC), product development, product position- ing, agency consulting, and affiliate marketing.

One of his trademarks has been demystifying the more complicated aspects of SEO, PPC, and Internet advertising through writing, speaking, and training. Not one to hold secrets, Brad prefers to educate readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

Brad does not call himself an expert or guru. He prefers to educate marketers and let the results speak for themselves. Therefore, instead of writing paragraphs that use the words master, wizard, or thought leader and name-drop companies he has worked with such as Amazon, Yahoo, and Google, he prefers a simple bullet-point list of facts and let- ting the intelligent readers make up their own mind based on what they learn.