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You're reading from Advertising on Google: The High Performance Cookbook Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.

Product type Paperback

Published in Jun 2013

Publisher

ISBN-13 9781849685849

Length 372 pages

Edition Edition

Concepts

High Performance Programming

Author (1):

Kristina Cutura

View More author details

Table of Contents (20) Chapters

Advertising on Google: The High Performance Cookbook

Credits

About the Author

About the Reviewers

www.PacktPub.com

Preface

1. Researching the Market and Competition and Setting Goals FREE CHAPTER

2. Setting up Your Account

3. Tracking beyond the Click

4. Structuring Your Account

5. Creating Relevant Keywords

6. Writing Compelling Ads

7. Budgets and Bidding

8. Running Display Ads

9. Remarketing to Past Visitors

10. Reporting and Analysis

11. Optimizing Performance

12. Advanced Strategies and Features

13. Managing AdWords

Index

Common ways to structure campaigns

There is no one right or wrong way to structure an account. Each business is unique with different advertising goals, budgets, and priorities. An account structure that works for one advertiser may not work for another. Ultimately, proper account structure with intuitively labeled campaigns will simplify account management and analysis, and will help you to properly test and optimize.

Getting ready

Review your website's sitemap to determine if you can re-use it for AdWords. Many advertisers choose to structure their campaigns according to their website's layout. You have probably structured your website carefully by topics or product, and you'll have landing pages to reflect these categories that you can use for your campaigns and ad groups.

Decide if you'd like to advertise on search, display, or on both networks.