AdWords For Dummies：AdWords For Dummies
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作者： Howie Jacobson 著
出 版 社：
出版时间： 2007-9-1字数：版次： 1页数： 394印刷时间： 2007/09/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470152522包装： 平装内容简介
AdWords lets every business-from eBay PowerSellers to Fortune 500 companies-create targeted, cost-efficient advertising campaigns on the Web, and accounts for the bulk of Google's $6 billion in annual revenues
This all-new guide helps advertisers get a handle on AdWords complexities and nuances, adopt AdWords best practices, and turn clicks into ka-ching!
Topics covered include conducting quick and cheap market research, crafting a message that cuts through the clutter, choosing AdWords settings, bidding on keywords, setting a maximum daily spend, improving the Web page that an ad points to, testing strategies, tracking results, and using Web analytics tools
Includes an exclusive offer from Google-AdWords credits equivalent to the price of the book-plus a companion Web site with up-to-the-minute AdWords tips and tricks, narrated video walkthroughs, and free trials of the author's software
作者简介
Howie Jacobson, PhD, is an Internet marketing strategist who specializes in helping his clients use Google AdWords successfully. He creates direct marketing courses and conducts training sessions on AdWords.
目录
Introduction
About This Book
Conventions used in This Book
What You Dont Have to Read
Foolish Assumptions
How This Book ls Ornanized
Icons Used in This Book
Where to Go from Here
Part I: Becoming a Google Advertiser
Chapter 1: Profiting from the Pay-Per-Click Revolution
Introducing AdWords
Where and When the Ads Show
Adwords in the Total Google Context
Pay Per Click:Your Online Gumball Machine
The Direct-Marketing Difference:Getting Your Prospects to Do Something
How to Think Like Your Prospect
Chapter 2: Setting Up Your Starter Edition Account
Who Should Start with the Starter Edition
Singning Up Couldnt Be Easier
Touring Your Starter Edition Control Panel
Activating Your Account
Managing Your Account
Upgrading to the Standard Edition
Chapter 3: Setting Up Your Standard Edition Account
Setting Up Your Standard Edition Account
Running Mission Control with the Campaign Management Tab
Part II: Launching Your AdWords Campaign
Chapter 4: Discovering Your Online Market
Assessing Market Profitability
Taking the Temperature of Your Market-Advanced Methods
Eavesdropping at the Watering Hole
Cutting Through the Clutter with Positioning
Chapter 5: Choosing the Right Keywords
Chapter 6: Writing Magnetic Ads
Part III: Managing Your AdWords Campaigns
Chapter 7: Deciding Where and When to Show Your Ads
Chapter 8: Improving Your Campaigns through Keyword Management
Chapter 9: Getting It Done with AdWords Tools
Part IV: Converting Clicks to Clink
Chapter 10: Giving Your Customer a Soft Landing on Your Web Site
Chapter 11: Following Up with Your Prospects
Chapter 12: Building a “Climb the Ladder” Web Site
Part V: Testing Your Strategies and Tracking Your Results
Chapter 13: How You Can’t Help Becoming an Advertising Genius
Chapter 14: Slashing Your Costs with Conversion Tracking
Chapter 15: Making More Sales with Google Analytics
Part VI: The Part of Tens
Chapter 16: The Ten Most Serious AdWords Beginner’s Mistakes
Chapter 17: Ten AdWords Case Studies
Index
