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Table of Contents
Introduction 1 Part 1: Pay-Per-Click Advertising 1 How Pay-Per-Click Advertising Works 7 A Brief Look at Advertising on the Internet 7 Understanding Pay-Per-Click Advertising 8 It Starts with One Little (Key) Word 9 Placing Ads in Context 10 Paying by the Click 11 Sharing Ad Revenues 12 Maximizing Ad Placements 13 Auctioning PPC Ads 14 Putting PPC Ads on Your Site with Google AdSense 15 Buying PPC Ads with Google AdWords 16 Part II: Using Google AdSense 2 Making Money from Your Website with AdSense 21 How to Make Money from Your Website 21 Getting to Know the AdSense Family 22 Understanding Google AdSense for Content 23 Understanding Google AdSense for Search 24 Understanding Google AdSense for Feeds 24 Understanding Google AdSense for Mobile Content 25 Understanding Google AdSense for Domains 25 How Much Money Can You Make? 26 Using AdSense in the Real World 27 How AdSense Works 27 3 Adding AdSense for Content to Your Website 29 Understanding Google AdSense for Content 29 Joining the AdSense for Content Program 30 Signing Up for AdSense 30 Adding AdSense Ads to Your Website 33 Choosing Ad Types and Sizes 37 Text Ads 37 Image Ads 40 Video Ads 42 Link Units 43 Inserting the Ad Code 45 Defining Ad Channels 46 Creating URL Channels 46 Creating Custom Channels 47 Adding Pages Behind a Login 49 Display Ads on Password-Protected Pages 49 Filtering Unwanted Ads 50 Blocking Competitive Ads 50 Blocking Ads by Category 51 Allowing Ads from Specific Sites Only 52 4 Adding Google AdSense for Search to Your Website 55 Understanding AdSense for Search 55 Adding a Google Search Box to Your Site 57 Join the AdSense for Search Program 58 Inserting the Search Box Code 61 Displaying Search Results on Your Own Site 62 Fine-Tuning Search Results with Keywords 63 Editing Your Website Search 64 Editing Search Settings 64 5 Adding AdSense for Feeds to Your Blog 65 Adding AdSense for Content Ads to a Blogger Blog 65 Activating AdSense: The Easy Way 66 Activating AdSense: Custom Placement 68 Adding AdSense for Content Ads to a WordPress Blog 70 Adding AdSense for Content Ads to a WordPress Blog 70 Adding AdSense Ads to Your Site Feeds 71 Adding Advertising to a Site Feed 72 6 Using AdSense for Mobile Content 75 Understanding Google AdSense for Mobile Content 75 Adding AdSense Ads to Mobile Pages 77 Activating AdSense for Mobile Content 78 7 Using AdSense for Domains 83 Understanding Google AdSense for Domains 83 How AdSense for Domains Works 83 Program Restrictions 85 Why Use AdSense for Domains? 86 Enabling AdSense for Domains 87 Filling a Parked Domain with Content 88 8 Earning Sales Commissions from the Google Affiliate Network 91 Understanding the Google Affiliate Network 91 Who Advertises on the Google Affiliate Network? 92 How Much Can You Earn? 92 What Do the Ads Look Like? 92 Joining the Google Affiliate Network 92 Applying for the Google Affiliate Network 93 Applying to Advertiser Programs 94 Viewing a List of Advertisers 95 Inserting Ads on Your Site 95 Adding a Retailer's Ads to a Website 96 Viewing Reports 99 Getting Paid 100 Optimizing Google Affiliate Network Performance 101 9 Monitoring Your AdSense Performance 103 Viewing Overview Reports 103 Displaying Overview Information 103 Generating Quick Reports 105 Viewing Advanced Custom Reports 107 Creating a Custom Report 107 Saving Your Custom Report 108 Using the Report Manager 109 Linking Google AdSense with Google Analytics 110 Integrating with Google Analytics 110 Viewing AdSense Information in Google Analytics 111 Viewing Site Problems 114 Managing Account Information 116 Getting Paid 116 Entering Payment Information 116 10 Ten Tips for Increasing Your AdSense Revenue 119 Tip #1: Give Your Ads Prominent Position 119 Why Position Matters 119 What's the Best Position? 120 Positioning Link Units 121 Tip #2: Format Your Ads to Look Like They're Part of the Page 123 Tip #3: Choose a Large Ad Format 124 Tip #4: Display Both Text and Image Ads 125 Tip #5: Surround Your Ads with Images 126 Tip #6: Put Multiple Ads on Your Page 126 Tip #7: Use Section Targeting 127 Tip #8: Utilize Third-Party Tools to Track Your AdSense Performance 127 Tip #9: Improve Your Site's Content-and Increase Your Traffic 130 Tip #10: Test, Test, Test 131 Bonus Tip: What Not to Do 132 Don't Mix AdSense with Other Ad Programs 132 Don't Overdo It 132 Don't Put Ads on Your Registration or Sign-In Pages 133 Don't "Beg" for Clicks 133 Don't Click on Your Own Ads 133 Don't Create "Made for AdSense" Sites 133 Part III: Using Google AdWords 11 Creating an Online Advertising Plan and Determining Your AdWords Budget 137 Getting to Know Google AdWords 137 PPC Advertising: A Quick Review 138 What You Can Advertise 140 How AdWords Works 141 How Google Makes Money 142 Developing an Online Marketing Plan 142 Understanding the Components of an Online Marketing Plan 143 Making All the Elements of Your Online Marketing Plan Work Together 147 Determining Your AdWords Budget 149 Understanding CPC and CPM 149 Determining Your Total Budget 150 12 Creating Your AdWords Account 153 Signing Up for AdWords 153 Entering Billing Information 155 Exploring the AdWords Site 157 13 Creating Your First AdWordsCampaign 161 Understanding Campaigns and Ad Groups 161 Structuring Your Account 162 Understanding Campaign Parameters 164 Name 165 Locations 165 Demographics 165 Networks 165 Devices 166 Bidding 166 Budget 167 Position Preference 167 Delivery Method 167 Schedule 167 Ad Rotation 168 Frequency Capping 168 Creating a New Campaign 168 Setting Up Conversion Tracking 174 Managing Your Campaigns 176 Ad Groups 177 Settings 178 Ads 178 Keywords 179 Networks 179 14 Creating Effective Ads 181 Creating an Ad Group and Ads 181 Adding More than One Ad to an Ad Group 184 Creating Other Types of Ads 184 Creating Image Ads 185 Building Animated Image Ads with the Display Ad Builder 187 Creating Mobile Ads 190 Writing More Effective Text Ads 192 15 Bidding the Right Price 195 Understanding CPC Bidding 195 Manual Versus Automatic Bidding 195 Bid Rates Versus ROI 196 Using the Bid Simulator Tool 197 Using the Traffic Estimator Tool 199 Ways to Reduce Your Maximum Bid 200 Bidding Whatever It Takes to Be Number One 200 Bidding for a Specific Position 202 Bidding High-Then Lowering Your Bids 203 Bidding the Bare Minimum 203 Bidding What It's Worth 204 16 Choosing the Right Keywords 205 What Is a Keyword-and Why Is It Important? 205 Compiling Your Keyword List 206 Performing Keyword Research 206 How Keyword Research Tools Work 207 Choosing a Keyword Research Tool 207 Using Google's Keyword Tool 208 Using the Search-Based Keyword Tool 209 Doing Competitive Research 212 Understanding Keyword Matching 212 Getting More Results with Broad Matching 213 Matching Requests with Phrase Matching 214 Producing Exact Results with Exact Matching 214 Filtering Out Bad Prospects with Negative Keywords 215 Diagnosing Keyword Performance 215 Understanding Your Quality Score 217 17 Maximizing Conversion with a Custom Landing Page 221 Where Should Customers Land? 221 Creating an Effective Landing Page 222 Creating a Great-Looking Landing Page 224 Asking for the Order 224 Improving Your Quality Score with a Quality Landing page 225 Landing Page Versus Display Page 226 18 Combining PPC Advertising with Search Engine Marketing 229 Understanding Search Engine Marketing 229 What Search Engine Marketing Is-and What It Isn't 229 Why Search Engine Marketing Is Important 230 PPC Advertising and Search Engine Marketing: Working Together 231 Improving Your Search Results with SEO 232 Better Content = Better Search Results 232 Organization and Hierarchy Are Important 233 Keywords Count 233 Tags Matter 234 Inbound Links Affect PageRank 235 Submitting Your Site Makes Sense 235 Sitemaps Help 236 Images Don't Count 237 Fresh Content Is Best 238 It Pays to Know Your Customer 238 Making PPC Advertising and Search Engine Marketing Work Together 238 Content Is King 238 and So Are Keywords 239 19 Advertising on YouTube 241 Choosing the Type of Video to Produce 241 Informative Videos 242 Educational Videos 242 Entertaining Videos 243 Producing a YouTube Video 243 Equipment Needed 243 Video Specifications 244 Uploading Your Video 244 Promoting Your YouTube Videos 246 Creating a Promoted Videos Campaign 247 Advertising a Video on YouTube 248 Tracking Performance from the Promoted Videos Dashboard 252 Tracking Performance from the AdWords Dashboard 254 20 Monitoring Your Campaign's Performance 255 Monitoring from the AdWords Dashboard 255 Monitoring Campaign Performance 256 Monitoring Ad Group Performance 257 Monitoring Ad Performance 259 Monitoring Keyword Performance 260 Monitoring Network Performance 261 Creating Performance Reports 262 Understanding Key Metrics 267 Impressions 268 Clicks 268 Click-Through Rate (CTR) 268 Percent of Clicks Served 269 Average Position 269 Cost 269 Conversions 270 21 Dealing with Click Fraud 271 Who Benefits from Click Fraud? 271 How Click Fraud Works 272 Manual Click Fraud 273 Script-Based Click Fraud 273 Traffic-Based Click Fraud 274 Paid-to-Read Click Fraud 274 Hijacked PC Click Fraud 274 Combating Click Fraud 275 Monitoring Ad Performance 275 Using Click Fraud Detection Tools 275 Viewing Invalid Clicks 276 Reporting Click Fraud 277 22 Ten Tips for Improving Your AdWords Performance 281 Tip #1: Write a Compelling Headline 281 Tip #2: Write Compelling Copy-With a Strong Call to Action 282 Persuasive Words 282 Action Words 284 Tip #3: Include Targeted Keywords 284 Tip #4: Bid on Misspelled Keywords 285 Tip #5: Use Keyword Matching 285 Tip #6: Bid High-Then Go Lower 286 Tip #7: Point Users to a Customized Landing Page 287 Tip #8: Create Multiple Campaigns 288 Tip #9: Optimize Your Campaign Settings 288 Tip #10: Test, Test, Test 288 Bonus Tip: What Not to Do 289 Don't Waste Words 289 Avoid Duplicate Keywords 289 Don't Overbid on Content Network Keywords 290 Don't Be Annoying 290 And That's That 290 Index 291
Michael Miller has written more than 100 nonfiction how-to books over the past twenty years, including Que's Googlepedia: The Ultimate Google Resource, YouTube for Business, The Absolute Beginner's Guide to Computer Basics, and Using Blogger. His other best-selling online marketing books include The Complete Idiot's Guide to Search Engine Optimization (Alpha Books) and Online Marketing Heroes (Wiley). Mr. Miller has established a reputation for clearly explaining technical topics to nontechnical readers, and for offering useful real-world advice about complicated topics. More information can be found at the author's website, located at www.molehillgroup.com.