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El. knyga: Ultimate Guide to Google AdWords: How to Access 100 Million People in 10 Minutes

4.08/5 (867 ratings by Goodreads)
  • Formatas: 314 pages
  • Serija: Ultimate Series
  • Išleidimo metai: 01-Oct-2014
  • Leidėjas: Entrepreneur Press
  • Kalba: eng
  • ISBN-13: 9781613082805
Kitos knygos pagal šią temą:
  • Formatas: 314 pages
  • Serija: Ultimate Series
  • Išleidimo metai: 01-Oct-2014
  • Leidėjas: Entrepreneur Press
  • Kalba: eng
  • ISBN-13: 9781613082805
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"Covering the latest breaking news in Google AdWords, the fourth edition of this best-selling guide introduces revised, expanded, and new chapters covering Enhanced Campaigns, Google AdWords Express, and Google's Product Listing Ads, as well as an introduction to Google's Universal Analytics. Nuances in Big Data advertising are also revealed and expanded sections cover everything advertisers need to know, including flexible bid strategies, enhanced site links, and bid modifiers specific to location device and time; AdRank formula changes and the increased importance of ad extensions; enhanced AdWords Express for small business advertisers to get launch and rates faster, new display ad builder options that save small advertisers time and money, updates toGoogle's Keyword and Display planners and the retirement of Contextual Tool, and improved Paid vs. Organic reports that include obscure data from AdWords. Coached by AdWords experts Perry Marshall, Bryan Todd, and Mike Rhodes, advertisers learn how to build an aggressive, streamlined AdWords campaign proven to increase their search engine visibility, consistently capture clicks, double their website traffic, and increase their sales"--



Recenzijos

Perry Marshall combines the attributes of the most calculated engineer with the artistry of a poet. If you are not following Perry's formula, you are leaving millions on the table. -Brian Kurtz, Executive Vice President, Boardroom Inc. Perry's methods coupled with Google AdWords offer a fast and cheap testing ground for a lot of marketing messages. He's a consummate player of this game, the smartest person I or any of my clients have ever found when it comes to Google AdWords -- optimizing response for his clients, and teaching others how to do it for themselves. -Dan S. Kennedy, Author, No B.S. Direct Marketing I've used the Ultimate Guide To Google AdWords since the first edition. Transforming a client's unprofitable AdWords account into a cash cow -- churning out $30-$35k profits every month. Just scratching the surface of the book's contents. This is the best book on AdWords, period. Plus, it's a dang good book on Internet Marketing. Not only can you use it to tap Google's huge traffic stream, you'll also convert the thundering hordes of traffic into buyers and profits in your pocket. Do what I do -- don't just buy and use it yourself, buy copies for your friends! - Roy Furr, Editor, Breakthrough Marketing Secrets, Direct Marketing Consultant I'm often asked by peers in my niche how I manage to rank so well in search engines and not go broke using Google AdWords. There are a couple of reasons--I've been subscribing to Perry Marshall's newsletters since 2003; I've read every one of his books; I listen in on all the conference calls he organizes; and finally, I IMPLEMENT his strategies and tactics. The Ultimate Guide to Google AdWords lists for $24.95. Only a fool would continue to run Google AdWords campaigns and NOT invest in, study, and implement the ideas in it. And no, you'll not find an affiliate link to Amazon here. Just get the book! -Jer Ayles-Ayler, AdWords User, Trihouse Enterprises, Inc. I bought this book to learn how to get better results from AdWords for my clients. The advice given is easy to follow, and following up on the results of your campaign is exciting. I've already seen a huge increase in click-through rates for the different customers and campaigns I run. I get far better results for less money. I would recommend reading Ultimate Guide to Google AdWords to anyone interested in starting AdWords marketing, or tuning their current campaigns for better results. On the other hand, I'd like to keep what's in here a secret. -Henrik Hedberg, AdWords User Naming this the Ultimate Guide is not a fluke. I have been tweaking the hell out of the ads I'm using to lead searchers into my funnel. Over the past few weeks, I've managed to get one of my ads up to just over 7% CTR from a previous 1-2%! -Bill Perry, AdWords User I thought I knew it all. I set up an AdWords account and a couple of days later I came back to check if I was rich yet. Unfortunately, the only thing that happened was Google enjoyed free access to my bank account. Luckily the traffic was not that high so it was just a couple hundred dollars. And I made no money. Frustrated, I went online and did some research. Every forum, article, and blog seemed to be talking about Perry Marshall, so I decided to get Ultimate Guide to Google AdWords. 30 minutes into reading my mind was blown away. Next, my Quality Score went up from an average of two and three to a six and nine for various keywords. At the same time, my cost-per-click went down from over $4 to about $0.50. The rest is history. Seriously, if you don't know the stuff in this book don't even think of AdWords. This is THE guide. -Jean Paul Essiam, AdWords User

Preface Wait! Before You Read This Book xiii
Chapter 1 Chisel Your Way In: Frank Talk about the Google AdWords of Today 1(6)
The Three Niche Domination Strategies of Google AdWords
6(1)
Chapter 2 How to Force Prospects to Choose Your Site: Make Them Buy from You, Not Your Competition 7(8)
Here's How to Make Sure They Find You and Buy from You. Not Someone Else
10(5)
Chapter 3 How to Build Your Own Autopilot Marketing Machine 15(8)
It All Starts When a Person Searches for Something
16(2)
The Search Process
18(3)
A Few Tools You Need If You're Just Getting Started
21(2)
Chapter 4 Building a Google Campaign from Scratch: The Right Way 23(14)
The Best Way to Research Your Market
24(4)
How to Set Up Your Campaign
28(5)
Things You Can Tweak Right Now
33(1)
The Magic Is in the Process
33(1)
How to Set Yourself Up for Success
34(3)
Chapter 5 Organizing Your Campaign: How to Pay Less and Get More Clicks 37(14)
What Google Doesn't Tell You: The Wrong Way to Organize an AdWords Campaign
38(1)
The Right Way to Organize an AdWords Campaign
39(4)
Split Test Your Ads!
43(2)
The "Peel and Stick" Strategy: Get a Higher CTR Just by Moving Your Keywords into New Ad Groups
45(6)
Chapter 6 Keywords: AdWords Success Starts Here 51(16)
How to Find the Most Profitable Keywords
53(2)
How to Get the Most from Google's Keyword Planner
55(7)
Step Up Your Game Using Keyword Matching Options
62(4)
Your Quick Action Summary
66(1)
Chapter 7 Niche Domination Part 1: Chisel In Where the Chiseling Is Easy 67(6)
Signs a Niche Is Overlooked
68(1)
The 80/20 Survey Technique for Hyper-Responsive Intelligence
69(1)
The 80/20 Protocol
70(1)
Your Quick Action Summary
71(2)
Chapter 8 Niche Domination, Part 2: Playing Games You Can Win 73(6)
The "Working Stiff to $
$230
Million" Niche Domination Strategy
75
How Is It Possible That Richard Koch Bats
50(27)
Percent When Most Venture Capital Firms Are Delighted to Bat 5-10 percent?
77(1)
Success Through Elimination
78(1)
Chapter 9 How to Write Google Ads: Attract Eyeballs, Get Clicks, and Earn Money 79(10)
Great Headlines: Riveting to Your Customer, Dead Boring to Anyone Else
80(2)
Your Ad Text: Where Your Inner Salesman Comes Alive
82(2)
The "Goldilocks Theory": Why the Best AdWords Ads Are Never Over-the-Top
84(2)
Focusing Your Ads to Save $$$ on Clicks
86(1)
If the Guys at the Bar Will Buy It, You've Got a Winning Ad
87(2)
Chapter 10 Chisel Your Way In With Bionic Google Ads 89(8)
Six Different Versions of One Ad
91(6)
Chapter 11 Ads That Pass the Test: Editorial Guidelines and Split Testing 97(8)
Follow the Editorial Guidelines and Keep Google Happy
98(2)
Systematically Grow Your CTR with Split-Testing
100(2)
See in Advance How Your Ads Will Look on the Preview Page
102(1)
Disapproved Ads
102(3)
Chapter 12 The Winning Method the World's Smartest Marketers Stole from the Wright Brothers 105(6)
How the Wright Brothers' Savvy Testing Method Made Them "First in Flight"
106(2)
People Who Test, Fly. People Who Rely on Brute Force, Die
108(1)
Marketing Misery: Not Necessary
109(2)
Chapter 13 "Deep 80/20": It's Not What You Think...and I Can't Tell You How Profitable It Is! 111(12)
Back When I Thought I Understood 80/20
112(1)
80/20 Applies to Just about Everything You Can Measure in a Business
112(1)
80/20 Isn't Just Two Groups, i.e., "The 80" and "The 20"
113(1)
There's an 80/20 Inside Every 80/20!
114(1)
You Can Overlay Multiple 80/20S on Top of Each Other and Double Your Mojo
114(3)
80/20 Is Why "Peel and Stick" Is So Powerful!
117(2)
Perfectionism Can Get In Your Way!
119(2)
The Myth of the Long Tail
121(1)
Some 80/20 Rules of Thumb
122(1)
Chapter 14 Vanquish the Thickest Competition with a Killer USP 123(10)
The Six Essential Elements of a Power USP
125(8)
Chapter 15 Conversion Tracking: How to Know Where Every Penny Is Going 133(12)
The Four Types of Conversions You'll Want to Track
135(1)
How to Set Up Conversion Tracking the Right Way
136(4)
Fly Autopilot with Conversion Optimizer
140(2)
Take Advantage of Analytics
142(1)
Your Quick Action Summary
143(2)
Chapter 16 Campaign Settings 145(12)
The Perfect Settings for a New Campaign
146(2)
More Settings to Save You Money and Increase Clicks
148(2)
Mobile Settings: We Sure Wish We Could Do More
150(1)
Upping Your Game with Bid Modifiers
151(2)
Risky! Beware of Bid Stacking
153(1)
Flexible Bid Strategies: Caution!
154(2)
Your Quick Action Summary
156(1)
Chapter 17 How to Get Your Ads on Millions of Websites with Google's Display Network 157(12)
Display vs. Search
159(1)
Is Google's Display Network Worth the Effort?
160(1)
Hit the Bull's Eye by Carefully Choosing Your Target
161(3)
Display Planner and All the Clever Ways You Can Bid
164(1)
Selecting GDN Offers
165(3)
Your Quick Action Summary
168(1)
Chapter 18 Google's Display Network: The Greatest Testing Playground in History 169(10)
The Power of a Blind Test
170(1)
"Test the Forest" First
171(1)
Which Ad Size Should I Start With?
172(1)
How to Create Gorgeous Ads
173(1)
How to Keep Your Ads in Google's Good Graces
174(1)
Display Campaign Optimizer: Is There Benefit in Handing Over the Keys?
175(1)
How to Take a Ride on the Jet Stream
176(1)
Your Quick Action Summary
177(2)
Chapter 19 Chisel Your Way In with YouTube: Billions of Eyeballs for Pennies 179(12)
How to Create a YouTube Advertising Campaign
181(4)
Some Additional YouTube Tricks
185(1)
YouTube Can Deliver Huge Torrents of Traffic
186(1)
Your Quick Action Summary
187(4)
Chapter 20 Social Media Is the New SEO 191(12)
The Facebook Social Graph
192(1)
How We Used Facebook Right-Angle Targeting to Improve Google Campaigns by 11 Percent, Overnight
192(2)
The Revolutionary "One Sentence" Principle
194(1)
Supercharge Your Email Marketing with Custom Audiences
195(1)
Right-Angle Targeting With Lookalike Audiences
196(1)
The Holy Grail of Targeting: Layering
197(2)
Advertorial + Product Placement = Native Advertising
199(1)
How Do You Monetize These Native Ads?
200(1)
The Most Important Thing to Consider Before Running Social or Content Ads
201(2)
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 203(10)
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
205(2)
What You Learn When This Doesn't Work the First Time Out
207(6)
Chapter 22 Supercharge Your Clickthrough Rates with Ad Extensions 213(10)
Ad Extension #1: Sitelinks
215(2)
Ad Extension #2: Call Extensions
217(1)
Ad Extension #3: Location
218(1)
Ad Extension #4: Images
219(1)
Ad Extension #5: Reviews
219(1)
Ad Extension #6: Apps
219(1)
Ad Extension #7: Annotations
220(1)
Your Quick Action Summary
221(2)
Chapter 23 Quality Score: Making Google's "Bozo Filter" Work for You 223(12)
Google Pays You to Be Relevant!
224(2)
What's Your Quality Score?
226(1)
So What Factors Go into Quality Score?
227(3)
How to Improve Your Quality Score
230(3)
Your Quick Action Summary
233(2)
Chapter 24 Remarketing: The Single Most Profitable Online Advertising Strategy 235(14)
First, Update Your Privacy Policy
238(1)
Create Code
238(1)
How to Build an "Audience" to Remarket To
239(1)
How Long to Keep People on Your List?
240(1)
Targeting Your Hottest Possible Prospects Using Custom Combos
240(2)
How to Create a Remarketing Campaign
242(1)
How to Write Remarketing Ads That Get Clicks and Conversions
243(1)
Should You Try Customized Landing Pages?
244(1)
Some Advanced Remarketing Tips
245(1)
Your Quick Action Summary
246(3)
Chapter 25 Google's Search Partner Network: Goldmine or Land Mine? 249(6)
How to Chisel Your Way into the Search Partner Network
250(3)
Your Quick Action Summary
253(2)
Chapter 26 Google Shopping Campaigns: A Huge ROI Boost for Ecommerce 255(8)
How to Set Up a Google Shopping Campaign
257(1)
How to Get a Google Shopping Campaign Up and Running
258(4)
Your Quick Action Summary
262(1)
Chapter 27 Impression Share: Get More of the Right Eyeballs to See Your Offer 263(6)
How to Find Your Impression Share Numbers
264(1)
How to Improve Your Impression Share
265(1)
Your Can See Your Competitors' Impression Share, Too
266(1)
Your Quick Action Summary:
267(2)
Chapter 28 AdWords Editor: The Power Tool for Managing Campaigns with Ease 269(6)
Who Is the AdWords Editor For?
270(3)
Your Quick Action Summary:
273(2)
Chapter 29 Google Analytics: Know Where Your Visitors Come From and Where They're Going 275(10)
Million-Dollar Ad Tracking Discovery from My First Big Client
275(2)
What Happens After the Click?
277(1)
First Step: Macro Conversions vs. Micro
277(3)
How to Get AdWords and Analytics Talking to Each Other
280(2)
Analytics Remarketing
282(1)
Your Quick Action Summary
283(2)
Chapter 30 Keep Your Campaigns Purring Like a Kitten: The $1,000 Per Hour Job Most People Don't Show Up For 285(10)
Ongoing Management: Checks
287(1)
Ongoing Management: Optimizing
288(1)
Ongoing Management: Expansion
289(2)
How to Audit and Diagnose Problems Quickly
291(3)
Your Quick Action Summary
294(1)
Chapter 31 How to Hire the Right AdWords Agency 295(10)
What Payment Model Should You Follow?
297(1)
11 Questions to Ask Before Hiring an Agency
298(3)
Who Will Have Ownership of Your Account?
301(1)
Your Quick Action Summary
302(3)
Chapter 32 How Email Transforms Those Expensive Clicks into Long-Term, Profitable Customers 305(10)
How to Put Personality and Pizzazz Into Your Email Marketing
306(2)
Power in the Personal: SIX Keys to Email Marketing Success
308(2)
Why We Chose Engineers as an Example for Email Marketing
310(3)
A Medium That Will Never Go Away
313(1)
Opt-Ins: More Than Just an Email Address?
314(1)
They Can Knock Off Your Product, But They Can't Knock Off You
314(1)
Chapter 33 Persuasive Ad Copy-The Ultimate Silver Bullet: How to Mint Money with the Printed Word 315(12)
Chapter 34 So You Have a Killer Sales Machine. Now What?: The New Army of Next-Generation Marketers 327(10)
The Improvements Don't Just Add Up, They Multiply!
328(2)
Expanding into Other Media: Profiting from the Winner-Take-All Phenomenon
330(1)
Affiliates: The Momentum Kicks In
331(1)
How to Grind Down Your Competition: A Google Lesson from Han Solo
331(2)
Google Makes It So Easy
333(1)
Nouveaux Skin Care Company Gets an Unexpected Turn in Advertising
334(1)
America's Second Harvest Wins by Attrition and We Donate to Hurricane Katrina Victims
335(2)
Chapter 35 17 Things Yo Momma Never Told You About Google 337(18)
1 Ten Thousand Hours
337(1)
2 The "Before" Circle and the "After" Circle
338(1)
3 The Pie Chart of Desires
339(1)
4 Tell-Tale Signs of Markets
340(1)
5 Impression Share
341(1)
6 Doing AdWords for Clients
342(1)
7 Hyper-Responsive Customers
343(1)
8 Innovation and the Hyper-Responsive Buyer
344(1)
9 Google Lackeys vs. Real Google Reps
344(1)
10 "Would I send Grandma to this site?"
345(1)
11 Every Market Has a Hole
346(1)
12 Bootstrapping vs. Venture Capital
346(2)
13 Just Buy the Stuff and Ship It
348(1)
14 Artificially High Bids in a Ferociously Competitive Market
348(1)
15 Personality vs. Transactional Marketing
349(1)
16 What I Learned from Infomercials
350(1)
17 "Pick the Chicken Clean"
351(1)
Doing AdWords for Clients
351(4)
Chapter 36 Signature Victories 355(6)
Mega-Victories
358(3)
About the Authors 361(2)
Quick-Reference AdWords Glossary 363(6)
Index 369
Perry Marshall is the number-one author and world's most-quoted consultant on Google advertising. He has helped over 100,000 advertisers save literally billions of dollars in "AdWords stupidity tax." His Chicago company, Perry S. Marshall & Associates, consults both online and brick-and-mortar companies on generating sales leads, web traffic, and maximizing advertising results. He's been featured at conferences in the U.S., Canada, Ireland, Great Britain, Israel and Australia. He's shared the stage with Zig Ziglar, Brian Tracy, Jay Abraham, Gary Halbert, Harvey Mackay and Les Brown. He's consulted in over 200 industries, from computer hardware and software to high-end consulting, from health & fitness to corporate finance. Mike Rhodes, CEO and founder of WebSavvy, is an international speaker, bestselling author, specializing in Google AdWords, Google Analytics, and website conversions. Bryan Todd is an international marketing consultant and Google AdWords specialist.