(Ebook) Google Advertising Tools Cashing in with AdSense and AdWords 2nd Edition by Harold Davis, David Iwanow ISBN 978-1449300746 1449300746

(Ebook) Google Advertising Tools Cashing in with AdSense and AdWords 2nd Edition by Harold Davis, David Iwanow ISBN 978-1449300746 1449300746

(Ebook) Google Advertising Tools: Cashing in with AdSense and AdWords 2nd Edition  by Harold Davis, David Iwanow- Ebook PDF Instant Download/Delivery: 978-1449300746, 1449300746 
Full download (Ebook) Google Advertising Tools: Cashing in with AdSense and AdWords 2nd Edition   after payment

Product details: 

ISBN 10:  1449300746 

ISBN 13: 978-1449300746

Author: Harold Davis, David Iwanow

With this book, you'll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money.

You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website. Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don't, and why. Google's ad programs can help any business with a web presence, and this guide explains precisely how to use them.

Learn how to create effective campaign plans for your website
Understand the PageRank algorithm, Search Engine Optimization (SEO), and Search Engine Marketing (SEM)
Drive traffic to your website and make money as an advertising host
Add AdSense code and Google search to your site
Learn how content, search, and referral ads perform
Create and edit AdWord campaigns
Monitor AdWords activity and improve your campaign's performance

Table of contents: 

Part I. Making Money with a Website

1. Creating Successful Websites

The Taxonomy of Success

Entertainment

Useful Free Services and Software

Magazines and Newspapers

The Blogosphere

Practical Information: Content Sites and Niches

E-Commerce Sites

Tools for Measuring Popularity

Using the Google Toolbar

Let the Google Search Engine Be Your Guide

Finding Popularity with Alexa

How Much Content Is Enough?

Presenting Content

Page and Site Design

Page Size

Images, Video, and Podcasting

Keeping Content Fresh

Positioning Ads

Content Architecture

Separating Content from Design

Server-Side Includes

PHP Includes

Optimal Include Layout

Where Does Content Come From?

The Power of Community

Action Items

2. Creating Effective Marketing Plans

Telling a Story

The Elevator Pitch

Basics of Marketing

Creating a Plan

Creating a Checklist

Naming Your Site

Introducing SEM

Comparing SEO with SEM

Crafting the Blended Campaign

Action Items

3. Driving Traffic to a Website

Submitting Your Sites to Search Engines

Important Search Engines for Submission Submission Tools

Working with Google

Taking Advantage of Site Mapping

Working with Directories

Understanding Taxonomies

Getting Open Directory Project Listings

Getting Yahoo! Directory Listings

Becoming Popular by Generating Inbound Links

The Best Inbound Links

Finding Sites to Make a Link Request

Making the Link Request

The Power of the Press Release

Unleashing Your Inner Blogger

Using Syndication Feeds to Your Benefit

Creating Feeds

Telling the World About Your Feed

Submitting Feeds

Creating Email Lists and Surmounting the Spam Problem Action Items

4. Nuts and Bolts of SEO

SEO's Evolution

The SEO Advantage

What SEO Can (and Cannot) Do

Free Tools

Google Webmaster Tools

Commercial SEO Analysis Software

More About How Your Site Appears to a Bot

Images

Links

File Formats

Viewing Your Site with an All-Text Browser

Excluding the Bot

The robots.txt File

Meta Robot Tags

Meta Information

Design for SEO

Site Design Principles

Words and Keyword Density

Site Design Principles

Using PageRank

Linking

Inbound links

Outbound Links

Cross Links

Avoiding Overly Aggressive SEO

Google's Prohibitions

Why Not to Be Overly Aggressive

Action Items

5. Making Money with Affiliate Programs

Kinds of Ad Programs

Understanding Affiliate Programs

Mechanics of the Process

Creatives

Areas of Concern

Working with an Affiliate Program

Benefits of Affiliate Aggregators

Finding an Affiliate Aggregator

Ad Hoc Affiliation

The Amazon.com Associate Program

Action Items

6. Making Money by Hosting Advertising

Understanding Cost Per Click (CPC)

Contextual Relevance

How Good Is the Context?

Serving Ads

Dollars and Cents

CPC Vendors Compared

Placing Ad Units on Your Site

Signing Up

Choosing the Kinds of Ads

Selecting Ad Formats

Adding Code to Your Pages

Display and Banner Ads

Action Items

7. Understanding the Google Behemoth

The Parts of Google

Blogger

Book Search

Directory

Gmail

GOOG-411

Google Health

Maps

Product Search

Scholar

YouTube

Content Versus Search

Anatomy of a Search Query

Google Syntax and Operators

The Rules of Simple Search

Effective Searching

Advanced Search

The Search Results Page

The Automated Ad Broker: AdWords

Action Items

Part II. Cashing in with AdSense

8. Working with AdSense

Applying for an AdSense Account

Setting Account Options

Payment Preferences

Ad Display Preference

Account Access

Reviewing Payment History

Filing Tax Information

AdSense Programs

AdSense for Content Ad Settings

Ad Type

Ad Format and Colors

Ad Channels

Getting the Code

Managing Ads

Custom Ad Colors

Using Channels

Applying Competitive Filters

Site Authentication, Ad Review, and Allowed Sites

AdSense for Search Settings

AdSense for Feeds

AdSense for Domains

Video Units

Linking Google AdSense to Google Analytics

Action Items

9. Making Sense of AdSense

Fundamentals of Navigation

Understanding the Metrics

Running Reports

Saving a Report as a Template

Choosing a Date Range

Page, Unit, or Ad Impressions

Aggregate Versus Channel Data

Statistics

Downloading a CSV File

Other Program Performance

Search Performance

How Are Your Parked Domains Doing?

Optimization Tips

Site Diagnostics

Your Earnings

Tools Beyond AdSense for Tracking

Listening to Web Logs

Web Analytic Software

Action Items

Part III. Working with AdWords

10. Using AdWords

Signing Up for an Account

Creating Your Account

Creating Your First Campaign

Bidding and Budget

Advanced Settings

Creating an Ad

Crafting an Ad

Choosing Keywords

Providing Payment Information and Activating Your Account

Graduating

Ad Campaigns and Ad Groups

Creating and Editing Ad Campaigns

Creating a New Campaign

Editing Campaign Settings

Ad Groups

Getting a My Client Center Account

Action Items

11. Improving Performance

Monitoring Your AdWords Activity

Understanding Your Campaign Summary

Drilling Down into a Campaign

Understanding Ad Group Performance

Campaign Management Tools

Using the Ads Diagnostic Tool

Optimizing Your Ads

Action Items

12. The Zen of AdWords

The Customer Life Cycle

Keywords

Getting Seen

Test Your Ads

Landing Pages That Work

Tracking

Balance

The Path of Indirection

Success via Iteration

Targeting the Competition

Estimating Traffic

Exclusion

Excluding Sites and Categories

IP Exclusion

Action Items

13. Advanced Performance Monitoring

Using AdWords Reports

Kinds of Reports

Creating a Placement/Keyword Report

Conversion Tracking

Understanding Conversion Tracking

Tracking PayPal Purchases

Tracking Visitors to a Crucial Page

Google Analytics

Getting Started with Google Analytics

Using Google Analytics

Website Optimizer

Action Items

14. AdWords beyond CPC

Display Ad Builder

Mobile Ads

Video Ads

Advertising on TV

Action Items

People also search for:

    
google advertising tools
    
what is google advertising
    
google advertising tips
    
google ad tool
    
google ads tools and settings

Tags: Harold Davis, David Iwanow, Goog, le AdvertisingCashing in with AdSense