www.it-ebooks.info Bud E. Smith SamsTeachYourself Google AdWords™ in 10 Minutes 800 East 96th Street,Indianapolis,Indiana 46240 www.it-ebooks.info Sams Teach Yourself Google AdWords™in 10 Minutes Associate Copyright © 2011 by Pearson Education,Inc. Publisher All rights reserved. No part of this book shall be reproduced, Greg Wiegand stored in a retrieval system,or transmitted by any means,elec- Acquisitions tronic,mechanical,photocopying,recording,or otherwise,without Editor written permission from the publisher. No patent liability is assumed with respect to the use of the information contained Rick Kughen herein. Although every precaution has been taken in the prepara- Development tion of this book,the publisher and author assume no responsibil- Editor ity for errors or omissions. Nor is any liability assumed for dam- ages resulting from the use of the information contained herein. Michael Henry ISBN-13: 978-0-672-33545-7 Managing ISBN-10: 0-672-33545-X Editor Library of Congress Cataloging-in-Publication data is on file. Sandra Printed in the United States of America Schroeder First Printing January 2011 Project Editor Trademarks Andy Beaster All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized. Pearson Copy Editor Education,Inc. cannot attest to the accuracy of this information. Keith Cline Use of a term in this book should not be regarded as affecting the validity of any trademark or service mark. Proofreader Debbie Williams Warning and Disclaimer Every effort has been made to make this book as complete and Indexer as accurate as possible,but no warranty or fitness is implied. The Erika Millen information provided is on an “as is” basis. The author and the publisher shall have neither liability nor responsibility to any per- Technical Editor son or entity with respect to any loss or damages arising from the Karen Weinstein information contained in this book. Publishing Bulk Sales Coordinator Pearson Education,Inc. offers excellent discounts on this book Cindy Teeters when ordered in quantity for bulk purchases or special sales. For more information,please contact Book Designer U.S. Corporate and Government Sales Anne Jones 1-800-382-3419 [email protected] Compositor For sales outside of the U.S.,please contact Gloria Schurick International Sales [email protected] www.it-ebooks.info Contents at a Glance Introduction 1 1 Getting More Business with AdWords 7 2 Creating an AdWords Account 21 3 Creating Your First AdWords Campaign 37 4 Identifying Your Target Markets for AdWords 53 5 Setting Up a New Campaign 65 6 Deciding Where to Show Your Ads 77 7 Setting Your Bidding,Budget,and Delivery Options 91 8 Adding Extensions 105 9 Using Advanced Settings 119 10 Writing Great Ads 129 11 Finding Your Keywords 143 12 Choosing Placements and Bids 153 13 Managing Your Ad Group 161 14 Updating Your Campaign 175 15 Using Opportunities and Improving Landing Pages 185 16 Using Additional Reports and Tools 195 www.it-ebooks.info This page intentionally left blank www.it-ebooks.info Table of Contents Introduction 1 About This Book......................................................................3 Who This Book Is For ..............................................................4 What Do I Need to Use This Book? ..........................................5 Conventions Used in This Book................................................5 Screen Captures......................................................................6 1 Getting More Business with AdWords 7 Identifying AdWords Ads ..........................................................7 How AdWords Works for Users................................................12 How AdWords Works for Sellers..............................................13 Finer Points of AdWords for Sellers ........................................15 Search Engine Optimization and AdWords................................18 Summary..............................................................................20 2 Creating an AdWords Account 21 Using a Google Account ........................................................21 Creating a Business Google Account ......................................24 Signing Up for Your Gmail and Google Account........................27 Signing Up for Your AdWords Account......................................30 Summary..............................................................................35 3 Creating Your First AdWords Campaign 37 Getting Started Fast ..............................................................37 Choosing Campaign Settings..................................................39 Creating an Ad and Keywords ................................................44 Setting Up Billing ..................................................................48 Summary..............................................................................52 www.it-ebooks.info vi Sams Teach Yourself Google AdWords in 10 Minutes 4 Identifying Your Target Markets for AdWords 53 Starting with a Success ........................................................53 How Do You Make Money? ....................................................55 How Do Customers Buy from You?..........................................58 Identifying Your Type of Business............................................60 Choosing an Initial Campaign ................................................61 Summary..............................................................................64 5 Setting Up a New Campaign 65 Starting with Your Campaign Type ..........................................65 Choosing Networks and Devices ............................................70 Setting the Campaign Type and Related Options......................73 Summary..............................................................................76 6 Deciding Where to Show Your Ads 77 Understanding Why Geo-Targeting Works ................................77 Using AdWords for Geo-Targeting ............................................81 Using AdWords for Language Targeting....................................88 Summary..............................................................................90 7 Setting Your Bidding,Budget,and Delivery Options 91 Understanding Keyword Bids and Winning Ads ........................91 Using Basic Bidding Options ..................................................94 Using Advanced Bidding Options ............................................97 Setting a Daily Budget (Versus Monthly Spending)....................99 Setting Position Preference and Delivery Method ..................100 Setting Options for Bidding,Budget,and Delivery ..................102 Summary............................................................................104 8 Adding Extensions 105 Understanding Ad Extensions ..............................................105 Using the Location Extension................................................108 www.it-ebooks.info Contents vii Using the Product Extension ................................................109 Using Ad Sitelinks................................................................111 Using Phone Extensions ......................................................113 Setting Ad Extensions..........................................................115 Summary............................................................................117 9 Using Advanced Settings 119 Using the Schedule Advanced Setting ..................................119 Using the Ad Delivery Advanced Setting................................122 Using the Demographic Bidding Advanced Setting..................123 Setting Advanced Settings....................................................125 Summary............................................................................127 10 Writing Great Ads 129 Understanding What Ads Do ................................................129 Writing a Great Ad................................................................131 Writing an Ad for a Course . . . . . . . . . . . . . . . . . . . . .132 Writing an Ad for Online Book Sales . . . . . . . . . . . . . .135 Choosing Different Types of Ads............................................137 Image Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .137 Display Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .139 WAP Mobile Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . .140 Creating a Text Ad................................................................140 Summary............................................................................142 11 Finding Your Keywords 143 Tying Keywords to What You Sell ..........................................143 Using Different Types of Keywords........................................146 Keywords and Ad Text..........................................................148 Entering Keywords and Key Phrases......................................149 Summary............................................................................152 www.it-ebooks.info viii Sams Teach Yourself Google AdWords in 10 Minutes 12 Choosing Placements and Bids 153 Choosing Placements ..........................................................153 Entering Default Bids ..........................................................157 Summary............................................................................160 13 Managing Your Ad Group 161 Understanding the Ad Group Screen......................................161 Monitoring and Changing Your Account..................................164 Analyzing Keyword Success..................................................169 Summary............................................................................174 14 Updating Your Campaign 175 Creating and Understanding Reports ....................................175 Setting the Date Range for Reporting . . . . . . . . . . . . .176 Specifying Keywords,Segments,and Filters . . . . . . . . .178 Specifying Graph Options . . . . . . . . . . . . . . . . . . . . . .180 Managing Ads and Alerts......................................................182 Summary............................................................................184 15 Using Opportunities and Improving Landing Pages 185 Taking Advantage of AdWords’ Opportunities..........................185 Improving Your Landing Pages ..............................................189 Summary............................................................................194 16 Using Additional Reports and Tools 195 Using Additional Reports......................................................195 Checking Your Account’s Change History ..............................196 Using Google Tools..............................................................203 Summary............................................................................204 Index 205 www.it-ebooks.info About the Author Bud Smithhas written more than a dozen books about computer hard- ware and software, with more than a million copies sold. Bud’s recent books include SamsTeach Yourself Google Places in 10 Minutesand SamsTeach Yourself iPad in 10 Minutes. He also is the author of the upcomingUsing the Apple iPad, published by Que. Other books by Bud provide extensive coverage of Google, most recently including How to Do Everything Nexus One,Google Business Solutions All-In-One for Dummies, andGoogle Voice for Dummies. Bud started out as a technical writer and journalist, and then moved into marketing and product management for technology companies. He worked at Apple Computer as a senior product manager, at Google competitor AltaVista as a group product manager, and at GPS navigation company Navman as a global product manager. Bud holds a Bachelor of Arts degree in information systems management from the University of San Francisco and Master of Science degree in information systems from the London School of Economics. He currently lives in the San Francisco Bay Area, participating in environmental causes when he’s not working on one of his many technology-related projects. www.it-ebooks.info