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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 AdWords mistakes

In this section, we'll discuss some of the common mistakes advertisers make with AdWords. Google AdWords offers so many features and options that it's easy to overlook a few key components. Review the following list and compare them to your campaigns to ensure you are following AdWords best practices and not committing some of the common errors.

Getting ready

Review your campaigns and revisit of structure, keywords, budgets and bids. Prepare to take note of any issues and opportunities based on the following list.

How to do it...

Here are 10 common mistakes I see advertisers make with AdWords:

Not separating campaigns by network. Having separate campaigns for search and display allows you to control your budget more precisely and help you ensure that the network that's performing better gets more of your ad dollars.
Poor ad group structure. Most businesses starting out with AdWords create one campaign and one ad group with many only loosely related keywords. This practice...