Preface Wait! Before You Read This Book |
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Chapter 1 Chisel Your Way In: Frank Talk about the Google AdWords of Today |
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The Three Niche Domination Strategies of Google AdWords |
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Chapter 2 How to Force Prospects to Choose Your Site: Make Them Buy from You, Not Your Competition |
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Here's How to Make Sure They Find You and Buy from You. Not Someone Else |
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Chapter 3 How to Build Your Own Autopilot Marketing Machine |
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It All Starts When a Person Searches for Something |
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A Few Tools You Need If You're Just Getting Started |
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Chapter 4 Building a Google Campaign from Scratch: The Right Way |
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The Best Way to Research Your Market |
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How to Set Up Your Campaign |
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Things You Can Tweak Right Now |
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The Magic Is in the Process |
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How to Set Yourself Up for Success |
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34 | (3) |
Chapter 5 Organizing Your Campaign: How to Pay Less and Get More Clicks |
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What Google Doesn't Tell You: The Wrong Way to Organize an AdWords Campaign |
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38 | (1) |
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The Right Way to Organize an AdWords Campaign |
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39 | (4) |
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43 | (2) |
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The "Peel and Stick" Strategy: Get a Higher CTR Just by Moving Your Keywords into New Ad Groups |
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Chapter 6 Keywords: AdWords Success Starts Here |
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How to Find the Most Profitable Keywords |
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53 | (2) |
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How to Get the Most from Google's Keyword Planner |
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Step Up Your Game Using Keyword Matching Options |
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Your Quick Action Summary |
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66 | (1) |
Chapter 7 Niche Domination Part 1: Chisel In Where the Chiseling Is Easy |
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Signs a Niche Is Overlooked |
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The 80/20 Survey Technique for Hyper-Responsive Intelligence |
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69 | (1) |
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Your Quick Action Summary |
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Chapter 8 Niche Domination, Part 2: Playing Games You Can Win |
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$230 | |
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Million" Niche Domination Strategy |
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How Is It Possible That Richard Koch Bats |
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Percent When Most Venture Capital Firms Are Delighted to Bat 5-10 percent? |
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Success Through Elimination |
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Chapter 9 How to Write Google Ads: Attract Eyeballs, Get Clicks, and Earn Money |
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Great Headlines: Riveting to Your Customer, Dead Boring to Anyone Else |
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80 | (2) |
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Your Ad Text: Where Your Inner Salesman Comes Alive |
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82 | (2) |
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The "Goldilocks Theory": Why the Best AdWords Ads Are Never Over-the-Top |
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84 | (2) |
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Focusing Your Ads to Save $$$ on Clicks |
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If the Guys at the Bar Will Buy It, You've Got a Winning Ad |
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Chapter 10 Chisel Your Way In With Bionic Google Ads |
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Six Different Versions of One Ad |
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Chapter 11 Ads That Pass the Test: Editorial Guidelines and Split Testing |
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Follow the Editorial Guidelines and Keep Google Happy |
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Systematically Grow Your CTR with Split-Testing |
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100 | (2) |
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See in Advance How Your Ads Will Look on the Preview Page |
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102 | (1) |
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Chapter 12 The Winning Method the World's Smartest Marketers Stole from the Wright Brothers |
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How the Wright Brothers' Savvy Testing Method Made Them "First in Flight" |
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106 | (2) |
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People Who Test, Fly. People Who Rely on Brute Force, Die |
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108 | (1) |
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Marketing Misery: Not Necessary |
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109 | (2) |
Chapter 13 "Deep 80/20": It's Not What You Think...and I Can't Tell You How Profitable It Is! |
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Back When I Thought I Understood 80/20 |
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112 | (1) |
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80/20 Applies to Just about Everything You Can Measure in a Business |
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112 | (1) |
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80/20 Isn't Just Two Groups, i.e., "The 80" and "The 20" |
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113 | (1) |
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There's an 80/20 Inside Every 80/20! |
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114 | (1) |
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You Can Overlay Multiple 80/20S on Top of Each Other and Double Your Mojo |
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114 | (3) |
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80/20 Is Why "Peel and Stick" Is So Powerful! |
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117 | (2) |
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Perfectionism Can Get In Your Way! |
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119 | (2) |
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The Myth of the Long Tail |
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121 | (1) |
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Some 80/20 Rules of Thumb |
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122 | (1) |
Chapter 14 Vanquish the Thickest Competition with a Killer USP |
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The Six Essential Elements of a Power USP |
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125 | (8) |
Chapter 15 Conversion Tracking: How to Know Where Every Penny Is Going |
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The Four Types of Conversions You'll Want to Track |
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135 | (1) |
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How to Set Up Conversion Tracking the Right Way |
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136 | (4) |
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Fly Autopilot with Conversion Optimizer |
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140 | (2) |
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Take Advantage of Analytics |
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142 | (1) |
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Your Quick Action Summary |
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143 | (2) |
Chapter 16 Campaign Settings |
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145 | (12) |
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The Perfect Settings for a New Campaign |
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146 | (2) |
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More Settings to Save You Money and Increase Clicks |
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148 | (2) |
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Mobile Settings: We Sure Wish We Could Do More |
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150 | (1) |
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Upping Your Game with Bid Modifiers |
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151 | (2) |
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Risky! Beware of Bid Stacking |
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153 | (1) |
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Flexible Bid Strategies: Caution! |
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154 | (2) |
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Your Quick Action Summary |
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156 | (1) |
Chapter 17 How to Get Your Ads on Millions of Websites with Google's Display Network |
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157 | (12) |
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159 | (1) |
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Is Google's Display Network Worth the Effort? |
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160 | (1) |
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Hit the Bull's Eye by Carefully Choosing Your Target |
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161 | (3) |
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Display Planner and All the Clever Ways You Can Bid |
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164 | (1) |
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165 | (3) |
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Your Quick Action Summary |
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168 | (1) |
Chapter 18 Google's Display Network: The Greatest Testing Playground in History |
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The Power of a Blind Test |
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170 | (1) |
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Which Ad Size Should I Start With? |
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172 | (1) |
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How to Create Gorgeous Ads |
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173 | (1) |
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How to Keep Your Ads in Google's Good Graces |
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174 | (1) |
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Display Campaign Optimizer: Is There Benefit in Handing Over the Keys? |
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How to Take a Ride on the Jet Stream |
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176 | (1) |
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Your Quick Action Summary |
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177 | (2) |
Chapter 19 Chisel Your Way In with YouTube: Billions of Eyeballs for Pennies |
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179 | (12) |
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How to Create a YouTube Advertising Campaign |
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181 | (4) |
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Some Additional YouTube Tricks |
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185 | (1) |
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YouTube Can Deliver Huge Torrents of Traffic |
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186 | (1) |
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Your Quick Action Summary |
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187 | (4) |
Chapter 20 Social Media Is the New SEO |
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191 | (12) |
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The Facebook Social Graph |
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How We Used Facebook Right-Angle Targeting to Improve Google Campaigns by 11 Percent, Overnight |
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192 | (2) |
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The Revolutionary "One Sentence" Principle |
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194 | (1) |
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Supercharge Your Email Marketing with Custom Audiences |
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195 | (1) |
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Right-Angle Targeting With Lookalike Audiences |
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196 | (1) |
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The Holy Grail of Targeting: Layering |
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197 | (2) |
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Advertorial + Product Placement = Native Advertising |
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199 | (1) |
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How Do You Monetize These Native Ads? |
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The Most Important Thing to Consider Before Running Social or Content Ads |
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Chapter 21 How to Get Customers to Eat Out of Your Hand: Get the Biggest Money from Your Customers When You Give Them Exactly What They Want to Buy |
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How to Be Sure There's a More Profitable Market for Your Idea by Developing a Product After Your Customers Tell You What They Want |
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What You Learn When This Doesn't Work the First Time Out |
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Chapter 22 Supercharge Your Clickthrough Rates with Ad Extensions |
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Ad Extension #1: Sitelinks |
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Ad Extension #2: Call Extensions |
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217 | (1) |
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Ad Extension #3: Location |
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218 | (1) |
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219 | (1) |
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219 | (1) |
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Ad Extension #7: Annotations |
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220 | (1) |
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Your Quick Action Summary |
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221 | (2) |
Chapter 23 Quality Score: Making Google's "Bozo Filter" Work for You |
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Google Pays You to Be Relevant! |
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224 | (2) |
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What's Your Quality Score? |
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226 | (1) |
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So What Factors Go into Quality Score? |
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227 | (3) |
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How to Improve Your Quality Score |
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230 | (3) |
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Your Quick Action Summary |
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233 | (2) |
Chapter 24 Remarketing: The Single Most Profitable Online Advertising Strategy |
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235 | (14) |
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First, Update Your Privacy Policy |
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238 | (1) |
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238 | (1) |
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How to Build an "Audience" to Remarket To |
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239 | (1) |
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How Long to Keep People on Your List? |
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240 | (1) |
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Targeting Your Hottest Possible Prospects Using Custom Combos |
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240 | (2) |
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How to Create a Remarketing Campaign |
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242 | (1) |
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How to Write Remarketing Ads That Get Clicks and Conversions |
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243 | (1) |
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Should You Try Customized Landing Pages? |
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244 | (1) |
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Some Advanced Remarketing Tips |
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245 | (1) |
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Your Quick Action Summary |
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246 | (3) |
Chapter 25 Google's Search Partner Network: Goldmine or Land Mine? |
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249 | (6) |
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How to Chisel Your Way into the Search Partner Network |
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250 | (3) |
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Your Quick Action Summary |
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253 | (2) |
Chapter 26 Google Shopping Campaigns: A Huge ROI Boost for Ecommerce |
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255 | (8) |
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How to Set Up a Google Shopping Campaign |
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257 | (1) |
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How to Get a Google Shopping Campaign Up and Running |
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258 | (4) |
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Your Quick Action Summary |
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262 | (1) |
Chapter 27 Impression Share: Get More of the Right Eyeballs to See Your Offer |
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263 | (6) |
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How to Find Your Impression Share Numbers |
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264 | (1) |
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How to Improve Your Impression Share |
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265 | (1) |
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Your Can See Your Competitors' Impression Share, Too |
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266 | (1) |
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Your Quick Action Summary: |
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267 | (2) |
Chapter 28 AdWords Editor: The Power Tool for Managing Campaigns with Ease |
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Who Is the AdWords Editor For? |
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270 | (3) |
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Your Quick Action Summary: |
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Chapter 29 Google Analytics: Know Where Your Visitors Come From and Where They're Going |
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275 | (10) |
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Million-Dollar Ad Tracking Discovery from My First Big Client |
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275 | (2) |
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What Happens After the Click? |
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277 | (1) |
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First Step: Macro Conversions vs. Micro |
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277 | (3) |
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How to Get AdWords and Analytics Talking to Each Other |
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280 | (2) |
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282 | (1) |
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Your Quick Action Summary |
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283 | (2) |
Chapter 30 Keep Your Campaigns Purring Like a Kitten: The $1,000 Per Hour Job Most People Don't Show Up For |
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285 | (10) |
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Ongoing Management: Checks |
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287 | (1) |
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Ongoing Management: Optimizing |
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288 | (1) |
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Ongoing Management: Expansion |
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289 | (2) |
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How to Audit and Diagnose Problems Quickly |
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291 | (3) |
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Your Quick Action Summary |
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294 | (1) |
Chapter 31 How to Hire the Right AdWords Agency |
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295 | (10) |
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What Payment Model Should You Follow? |
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297 | (1) |
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11 Questions to Ask Before Hiring an Agency |
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298 | (3) |
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Who Will Have Ownership of Your Account? |
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301 | (1) |
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Your Quick Action Summary |
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302 | (3) |
Chapter 32 How Email Transforms Those Expensive Clicks into Long-Term, Profitable Customers |
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305 | (10) |
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How to Put Personality and Pizzazz Into Your Email Marketing |
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306 | (2) |
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Power in the Personal: SIX Keys to Email Marketing Success |
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308 | (2) |
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Why We Chose Engineers as an Example for Email Marketing |
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310 | (3) |
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A Medium That Will Never Go Away |
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313 | (1) |
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Opt-Ins: More Than Just an Email Address? |
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314 | (1) |
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They Can Knock Off Your Product, But They Can't Knock Off You |
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314 | (1) |
Chapter 33 Persuasive Ad Copy-The Ultimate Silver Bullet: How to Mint Money with the Printed Word |
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315 | (12) |
Chapter 34 So You Have a Killer Sales Machine. Now What?: The New Army of Next-Generation Marketers |
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327 | (10) |
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The Improvements Don't Just Add Up, They Multiply! |
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328 | (2) |
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Expanding into Other Media: Profiting from the Winner-Take-All Phenomenon |
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330 | (1) |
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Affiliates: The Momentum Kicks In |
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331 | (1) |
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How to Grind Down Your Competition: A Google Lesson from Han Solo |
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331 | (2) |
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333 | (1) |
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Nouveaux Skin Care Company Gets an Unexpected Turn in Advertising |
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334 | (1) |
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America's Second Harvest Wins by Attrition and We Donate to Hurricane Katrina Victims |
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335 | (2) |
Chapter 35 17 Things Yo Momma Never Told You About Google |
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337 | (18) |
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337 | (1) |
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2 The "Before" Circle and the "After" Circle |
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338 | (1) |
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3 The Pie Chart of Desires |
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339 | (1) |
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4 Tell-Tale Signs of Markets |
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340 | (1) |
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341 | (1) |
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6 Doing AdWords for Clients |
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342 | (1) |
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7 Hyper-Responsive Customers |
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343 | (1) |
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8 Innovation and the Hyper-Responsive Buyer |
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344 | (1) |
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9 Google Lackeys vs. Real Google Reps |
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344 | (1) |
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10 "Would I send Grandma to this site?" |
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345 | (1) |
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11 Every Market Has a Hole |
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346 | (1) |
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12 Bootstrapping vs. Venture Capital |
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346 | (2) |
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13 Just Buy the Stuff and Ship It |
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348 | (1) |
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14 Artificially High Bids in a Ferociously Competitive Market |
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348 | (1) |
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15 Personality vs. Transactional Marketing |
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349 | (1) |
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16 What I Learned from Infomercials |
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350 | (1) |
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17 "Pick the Chicken Clean" |
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351 | (1) |
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Doing AdWords for Clients |
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351 | (4) |
Chapter 36 Signature Victories |
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355 | (6) |
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358 | (3) |
About the Authors |
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361 | (2) |
Quick-Reference AdWords Glossary |
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363 | (6) |
Index |
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