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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