Google Ads sixth edition
In this book you will learn:
CHAPTER 1
Chisel Your Way In: Frank Talk About the Google Ads of Today
The Three Niche Domination Strategies of Google Ads
CHAPTER 2
How to Force Prospects to Choose Your Site: Make Them Buy
from You, Not Your Competition
Here’s How to Make Sure They Find You and Buy From You—Not Someone Else
CHAPTER 3
Planning and Goals
Your Website Is Not a Brochure
How Much Is Your Customer Worth?
Before You Spend a Dollar, What’s Your Growth Plan?
The Three-Part Mindset
Your Quick Action Summary
CHAPTER 4
Getting Started: Doing Your Research
The Big Networks
Getting Started with a Search Campaign
What Are Your Competitors Doing?
Keywords for Search Ads
Your Quick Action Summary
CHAPTER 5
Vanquish the Thickest Competition with a Killer USP
Six Essential Elements of a Power USP
Your Quick Action Summary
CHAPTER 6
How to Build Your First Campaign
How to Get Started the Right Way
How to Arrange Your Campaign Settings
What Does an Ad Group Do, Exactly?
How Much Should I Spend?
Your Quick Action Summary
CHAPTER 7
Conversion Tracking: How to Know Where Every Penny You Spend Is
Going
The Four Types of Conversions You’ll Want to Track
How to Set Up Conversion Tracking the Right Way
Take Advantage of Analytics
Your Quick Action Summary
CHAPTER 8
Bidding Strategies: Tools to Keep Your Spending Smart
Start with Manual Bids
Where Do You Set Bids?
Bid Strategies
Bid Strategies to Avoid
What Is Smart Bidding?
Upping Your Game with Bid Adjustments
Risky! Beware of Bid Stacking
Every Campaign Needs a Budget
Your Quick Action Summary
CHAPTER 9
Keywords: Ads Success Starts Here
How to Find the Most Profitable Keywords
How to Get the Most from Google’s Keyword Planner
Step Up Your Game Using Keyword Matching Options
Negative Keywords
Your Quick Action Summary
CHAPTER 10
Supercharge Your Clickthrough Rates: How to Write Google Ads That
Pass the Test
Regular vs. Responsive Ads
Components of an Ad
Our Top Ten Favorite Ad Copy Tests
See in Advance How Your Ads Will Look
Follow Editorial Guidelines and Keep Google Happy
Supercharge Your Clickthrough Rates with Ad Extensions
Your Quick Action Summary
CHAPTER 11
Landing Pages: Making Powerful First Impressions That Convert
What Is a Landing Page?
Maintain the “Scent”
The Two People You Need to Keep Happy
The Essential Landing Page Checklist
Ensure Your Landing Pages Are Compliant
Give Your Web Developer the Day Off: Create Your Own Landing Page
Your Quick Action Summary
CHAPTER 12
Choosing and Mastering Search Campaigns
Deciding When a Search Campaign Is Right for You
Setting Your Campaign Goals
Mastering Search Campaigns
Back to Basics, Briefly
Three Types of Keyword Search Campaigns
Dynamic Search Ad Campaigns
Call Campaigns
Smart Campaigns
Discovery Campaigns
Your Quick Action Summary
CHAPTER 13
How to Get Your Ads on Millions of Websites with Google’s Display
Network
Display vs. Search
Bidding for GDN
Targeting
Messaging
Building Your GDN Campaign
Measuring Your GDN Campaign
Managing Your Display Campaigns
Your Quick Action Summary
CHAPTER 14
Remarketing: The Single Most Profitable Online Advertising Strategy
First, Update Your Privacy Policy
Create and Install Your Code
How to Build an Audience to Remarket To
How Long Do I Keep People on My List?
Other Audience List Examples
How to Create a Remarketing Campaign
How to Write Remarketing Ads That Get Clicks and Conversions
Should You Try Customized Landing Pages?
Some Advanced Remarketing Tips
Your Quick Action Summary
CHAPTER 15
Google Shopping Campaigns: A Huge ROI Boost for Ecommerce
How to Set Up a Google Shopping Campaign
How to Get Your Google Shopping Campaign Up and Running
Bidding
Negative Keywords
Some Advanced Shopping Campaign Tips
Ongoing Management of Your Shopping Campaigns
Your Quick Action Summary
CHAPTER 16
YouTube Advertising: Billions of Eyeballs for Pennies
by Tom Breeze
What Works on YouTube?
The Message
The Method
Targeting on YouTube
Putting It All Together
Your Quick Action Summary
CHAPTER 17
Gmail Campaigns
How to Set Up a Gmail Campaign
Experiment Away!
Your Quick Action Summary
CHAPTER 18
Targeting Audiences
Why Use Audience Targeting?
What Are My Targeting Options?
Available Audiences
Your Quick Action Summary
CHAPTER 19
Mastering Tracking
Tracking Phone Calls
Tracking Revenue
Tracking Micro Conversions
Understanding Your Data
The Pros and Cons of Phone Call Tracking
Advanced Conversion Tracking Options
Your Quick Action Summary
CHAPTER 20
Niche Domination, Part 1: Chisel In Where the Chiseling Is Easy
Three Signs of an Overlooked Niche
The 80/Survey Technique for Hyper-Responsive Intelligence
The 80/Protocol
Your Quick Action Summary
CHAPTER 21
Niche Domination, Part 2: Playing Games You Can Win
The “Working Stiff to $400 Million” Niche Domination Strategy
Success Through Elimination
Your Quick Action Summary
CHAPTER 22
“Deep 80/20”: It’s Not What You Think ... And I Can’t Tell You How
Profitable It Is!
Back When I Thought I Understood 80/20
80/20 Applies to Just About Everything You Can Measure in a Business
80/20 Isn’t Just Divided into Two Groups
There’s an 80/20 Inside Every 80/20!
You Can Overlay Multiple 80/20s and Double Your Mojo
80/20 Is Why “Peel and Stick” Is So Powerful!
Perfectionism Can Get in Your Way!
The Myth of the Long Tail
Some 80/20 Rules of Thumb
CHAPTER 23
How Email Transforms Those Expensive Clicks into Long-Term,
Profitable Customers
How to Put Personality and Pizzazz into Your Email Marketing
Power in the Personal: Six Keys to Email Marketing Success
A Medium That Will Never Go Away
Opt-Ins: More Than Just an Email Address?
They Can Knock Off Your Product, but They Can’t Knock Off You
Your Quick Action Summary
CHAPTER 24
Getting More Advanced: Tips and Tricks to Improve Your Success
Quality Score Explained
Impression Share
Drafts and Experiments
Segmenting Your Data
Filters
Labels
Recommendations Tab
Your Quick Action Summary
CHAPTER 25
Mastering Optimization
Why Does Optimization Matter?
What Changes Should You Make?
When Should You Make Changes?
Your Quick Action Summary
CHAPTER 26
Automate the Grunt Work and Manage Campaigns with Ease
How to Set Up Automated Rules
What Are Scripts?
How to Set Up a Script
Useful and Simple Scripts (Freebies!)
Google Ads Editor
Troubleshooting Your Ad Campaigns
Your Quick Action Summary
CHAPTER 27
Google Analytics: Know Exactly Where Your Visitors Come From and
Where They’re Going
A Million-Dollar Ad Tracking Discovery from My First Big Client
What Happens After the Click?
First Step: Macro vs. Micro Conversions
Assigning Values to Your Goals
How to Get Google Ads and Analytics Talking to Each Other
Analytics Remarketing
Attribution
Google Tag Manager (GTM)
Your Quick Action Summary
CHAPTER 28
How to Hire the Right Google Ads Agency
A Word of Warning Before You Outsource
What Payment Model Should You Follow?
11 Questions to Ask Before Hiring an Agency
Who Will Have Ownership of Your Account?
Your Quick Action Summary
About the Authors