Advanced Google AdWords

AdWords expert Brad Geddes is an Internet marketing consultant and the first and only Advanced AdWords Seminar leader that Google selected to conduct seminars for top businesses. He has advised companies such as Amazon, Red Lobster, Encyclopedia Britannica, and other Fortune 500 companies.

Foreword xxxi Introduction xxxiii Chapter 1 Understanding Search Theory 1 The Origins of Google AdWords 2 Google Enters the Arena 5 Google AdWords Select Revolutionizes PPC 6 The Psychology of Search 7 Turning Concepts into Words 8 Understanding Search Results 10 The Purpose of Ad Copy 11 Landing Pages Lead to New Customers 12 Advertising Is Not Advertising When It Is Information 14 Goal Alignment: Google vs. You vs. the Searcher 15 Best Practices for Applying Search Theory 17 Chapter 2 Performing Keyword Research 19 Understanding the Buying Funnel 20 Examining the Buying Funnel Phases 21 How Do Consumers Flow Through Your Buying Funnel? 22 Understanding Keywords 23 Types of Commercial Keywords 24 Finding Keyword Ideas 26 How Many Keywords Should You Have in Your Account? 29 Creating Keyword Lists 31 Using Long-Tail Keywords 33 Wide vs. Deep Keywords 35 Discerning Keyword Match Types 36 Broad Match 37 Modified Broad Match 38 When Should You Use Broad Match? 40 Phrase Match 40 Exact Match 42 Variation Match 43 Which Match Type Is Best? 44 Using Negative Match 46 Implementing Negative Keywords 46 Negative Broad Match 49 Negative Phrase Match 50 Negative Exact Match 51 Putting Negative and Positive Keywords Together 52 Researching Negative Keywords 53 Using Advanced Organizational Techniques 55 Adding Multiple Match Types to the Same Ad Group 55 Restricting Match Types by Ad Group 56 Restricting Match Types by Campaign 56 Taking Control of Your Ad Display 57 Best Practices for Conducting Keyword Research 58 Chapter 3 Keyword Tools: Extracting Valuable Data from Google 59 AdWords Keyword Planner 60 Generating Keyword Ideas 61 Advanced Options and Filters 65 Ad Group and Keyword Ideas 69 Traffic Estimates 76 AdWords Keyword Planner vs Third-Party Keyword Tools 82 Google Trends 83 What Services Should You Offer? 85 Determining Your Messaging 87 Determining Consumer Interest 88 Bing Ads Intelligence 89 Best Practices for Using Keyword Tools 90 Chapter 4 Writing Compelling Ads 93 Do Your Ads Reflect the Search Query? 94 Writing Effective Ads 96 Calls to Action 97 Touching the Emotional Core 98 Following Googles Editorial Guidelines 99 Character Lengths 99 Editorial Requirements 100 Developing Unique Selling Propositions 102 Distinguishing Features and Benefits 103 Benefits, Features, and the Buying Funnel 104 When to Use a Feature vs. a Benefit 105 Employing Themes That Get Clicks 106 Utilizing Numbers in Ads 107 How Strong Is Your Call to Action? 110 Writing Informational Ad Copy 111 Utilizing Negative Ad Copy 114 Do Not Forget the Display URL 114 Controlling Your Mobile Ads 116 Spicing Up Your Ads with Ad Extensions 118 Sitelink Extensions 118 Call Extensions 125 Additional Extensions 127 Limited Betas for New Extensions 129 Showcasing Your Products with PLAs 129 Following the Law: Trademarks 131 Trademark Exceptions 134 The Quest for the Holy Grail of Advertising 135 Best Practices for Writing Compelling Ads 136 Chapter 5 Creating Landing Pages That Convert Searchers into Buyers 139 Does Your Landing Page Answer the Searchers Question? 140 Everything about Destination URLs 142 Using Destination URLs for Tracking 144 Complying with Destination URL Editorial Policies 151 Choosing Landing Pages That Increase Conversion Rates 152 Choosing Landing Pages Based on the Type of Query 153 Differentiating Local Business Queries 157 Using Segmentation Pages 159 Using Forms as Landing Pages 160 Thanking Your Customers 162 Crafting Perfect Landing Pages 164 Employing Usability, Trust, and Web Technology 164 Using Web Technology to Implement Usability and User Security 165 Psychological Factors That Increase Conversion Rates 173 Your Websites Usability Goals 180 Best Practices for Landing Pages 181 Chapter 6 Learning Advanced Optim