Sams Teach Yourself Google AdWords in 10 Minutes: (Sams Teach Yourself -- Minutes)

  Sams Teach Yourself Google AdWords in 10 Minutes gives you straightforward, practical answers when you need fast results. By working through its 10-minute lessons, you’ll learn everything you need to use Google AdWords to find more customers, sell more of your products and services, and earn higher profits at lower cost!   Tips point out shortcuts and solutions   Cautions help you avoid common pitfalls   Notes provide additional information   Plain English definitions explain new terms   10 minutes is all you need to learn how to… Identify goals, target markets, and demographics Create your AdWords account and publish your first test ads Write great ads and continually improve your copy Schedule ads for the right times of day, days of the week, holidays, and seasons Master AdWords’ tools for managing accounts, bids, keywords, and ads Choose, fine-tune, and optimize keywords Use AdWords to complement organic search engine optimization (SEO) campaigns Use geotargeting and other advanced techniques Profit from AdWords’ suggestions–and know when to ignore them Utilize AdWords reporting to improve your ads’ profitability Control spending, manage cash flow, and reduce costs without impacting results Troubleshoot your AdWords campaigns

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 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 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 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  

About the Author :
Bud Smith has written more than a dozen books about computer hardware and software, with more than a million copies sold. Bud’s recent books include Sams Teach Yourself Google Places in 10 Minutes and Sams Teach Yourself iPad in 10 Minutes. He also is the author of the upcoming Using 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, and Google 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.