Google AdWords: Managing Your Advertising Program (Paperback)

Anastasia Holdren

Google AdWords: Managing Your Advertising Program (Paperback)

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商品描述

Do people really click the handful of text ads that accompany Google search results? Absolutely. Growth of Google AdWords continues to increase, as does online advertising in the United States. This book shows you how each piece of Google’s advertising platform works, focusing on areas that impact the performance and cost of your ad campaigns.

Learn how to create an AdWords account, and then dive into the particulars of setting up your first campaign, optimizing keywords, writing effective ads, and tracking conversions. Most advertisers don’t understand how AdWords works. This book gives you an edge.

  • Learn the advantages of proper account structure based on tightly knit themes
  • Understand AdWords auction and the importance of keyword Quality Score
  • Determine your preferred bidding model and daily ad budget
  • Evaluate campaign performance by timeframe, keyword, and other criteria
  • Hone your keyword list whenever search queries trigger your ads
  • Add negative keywords to filter out irrelevant queries
  • Outperform competitors and organic search results with targeted ad copy
  • Determine conversion goals, and use AdWords tools to track them

商品描述(中文翻譯)

人們真的會點擊伴隨著 Google 搜尋結果的少數文字廣告嗎？絕對是的。Google AdWords 的增長持續增加，美國的網路廣告也是如此。本書向您展示了 Google 的廣告平台的每個部分是如何運作的，重點放在影響廣告活動效果和成本的領域。

學習如何建立 AdWords 帳戶，然後深入研究設置第一個廣告活動、優化關鍵字、撰寫有效廣告和追踪轉換的細節。大多數廣告商不了解 AdWords 的運作方式。本書將讓您獲得優勢。

了解基於緊密主題的正確帳戶結構的優勢
了解 AdWords 拍賣和關鍵字品質分數的重要性
確定您偏好的出價模型和每日廣告預算
通過時間範圍、關鍵字和其他標準評估廣告活動效果
每當搜尋查詢觸發您的廣告時，精煉您的關鍵字清單
添加負面關鍵字以過濾不相關的查詢
通過有針對性的廣告文案超越競爭對手和有機搜尋結果
確定轉換目標，並使用 AdWords 工具來追踪它們

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