Advanced Google AdWords

Foreword xix
Introduction xxi
Chapter 1 Understanding Search Theory 1
The Origins of Google AdWords 2
The Psychology of Search 7
Goal Alignment: Google vs. You vs. the Searcher 15
Best Practices for Applying Search Theory 17
Chapter 2 Keyword Research 19
Understanding the Buying Funnel 20
Understanding Keywords 23
Discerning Keyword Match Types 36
Using Negative Keywords 45
Advanced Organizational Techniques 52
Taking Control of Your Ad Display 54
Best Practices for Conducting Keyword Research 55
Chapter 3 Keyword Tools: Extracting Valuable Data from Google 57
AdWords Keyword Tool 58
Traffic Estimator 72
Google Trends 74
Google Insights for Search 76
Microsoft Advertising Intelligence 81
Best Practices for Using Keyword Tools 82
Chapter 4 Writing Compelling Ads 85Do Your Ads Reflect the Search Query? 86
Writing Effective Ads 88
Following Google's Editorial Guidelines 91
Developing Unique Selling Propositions 93
Distinguishing Features and Benefits 94
Employing Themes That Get Clicks 98
Spicing Up Your Ads with Ad Extensions 108
Following the Law: Trademarks 113
The Quest for the Holy Grail of Advertising 116
Best Practices for Writing Compelling Ads 118
Chapter 5 Landing Pages That Convert Searchers into Buyers 119
Does Your Landing Page Answer the Searcher's Question? 120
Everything about Destination URLs 122
Choosing Landing Pages That Increase Conversion Rates 131
Employing Usability, Trust, and Web Technology 142
Best Practices for Landing Pages 158
Chapter 6 Advanced Optimization Techniques 161
Optimizing for Traffic 162
Optimizing for Conversions 174
Best Practices for Advanced Optimization Techniques 188
Chapter 7 Demystifying Quality Score 191
What Is Quality Score? 192
Viewing Your Quality Score 199
Landing Page Quality: Making Your Pages Relevant 202
Estimating Your First Page Bid 205
Understanding the Display Network Quality Score 207
Creating Highly Relevant Ad Groups 209
What to Do if Your Quality Score

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (CertifiedKnowledge.org) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, Afri-Tech, and many others.