Google Adwords Ebook

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Google Adwords Introduction

An introduction to 'Google Adwords - The Ultimate Guide'. This page starts out by claiming that if you understand how to use Adwords, you are guaranteed to make money! But by understanding the relationship between the Clickthrough Rate, the Conversion Rate, your Adwords bids and the value of a Conversion interact, you can guarantee to be profitable, regardless of what your competitors are doing. It also leads to sub-chapters covering why you should advertise on Google, a comparison of PPC against SEO, and an overview of the layout of an optimal Adwords campaign. Buy Now »

Setting Up Your Google Adwords Campaign

This chapter looks at the steps you should follow when you are initially setting up your Google Adwords Campaign. The process of billing on Adwords, setting your daily budget, generating your keyword list, selecting appropriate match types for those keywords, grouping your keywords into Adgroups, writing some initial advert text and testing it, choosing or designing a good landing page, and setting your initial bids. Buy Now »

Optimising Your Google Adwords Campaign

This chapter looks at optimising your Google Adwords campaign, though it starts by challenging you to define your objective. Once this is done, it tells you how to maximise your minimum bid quality score, maximise your ranking quality score, adjust your bids to maximise your profit depending on your conversion rate and profit per conversion. Buy Now »

Maximising Your Adwords Conversion Rate

This chapter highlights how, in order to maximise your Adwords Conversion Rate, you need to understand how it is impacted by the design of your website, your choice of landing page and the phrasing of your advert text but not, in general, by the amount that you bid or your keyword list. It also looks at how even a small increase in your conversion rate can have a gargantuan impact on your profitability. Buy Now »

Maximising Your Google Adwords Quality Score

This chapter shows the impact on your campaign if you maximise your Quality Score on Adwords. It starts by demonstrating how your ranking quality score works, and the impact of increasing it. It explains how the minimum bid quality score is calculated, how the ranking quality score is calculated, and how these are affected by your Clickthrough Rate, Keyword Relevance, Advert Text and Landing Page. Buy Now »

Optimising Your Adwords Bids

This short chapter covers the question of how to calculate the most profitable amount to bid on Google Adwords. This depends on the number of clicks that different bids will get you, the percentage of these that convert into sales (or leads), and the value of these sales (or leads). Combining these allows you to calculate the sweet-spot for your Adwords advert for each search term. Buy Now »

Google Adwords Content Network

Here, the Google Adwords Content Network is discussed in detail. The Content Network has the potential to be the most profitable part of your PPC Campaign, and is a valuable part of Pay-Per-Click Marketing. Whilst the conversion rate may be lower, there is potentially a large volume of cheap traffic on the internet, looking for your website. Buy Now »

Adwords Advert Text

This chapter summarises the effects of changing your advert text in PPC, and how you should try to satisfy three often contradictory objectives. These are to maximise the clickthrough rate by making the advert visible and compelling, to maximise the conversion rate by filtering out people who are unlikely to convert, and to maximise the quality score by making the advert text relevant to the search term. Buy Now »

Adwords Reporting

This short chapter highlights the importance of a disciplined approach to reporting the performance of your Adwords campaign (or any other pay-per-click campaign for that matter). It covers what you should be reporting, and what you should be looking for. These are critical to any successful campaign optimisation. Buy Now »

Google Adwords Case Study - Part 1

This is an example PPC campaign. This first section looks at the campaign set-up, including how the keyword list was generated, how the advert text was written, how the bids were set, and the initial set-up on the content network. These are the first steps that you should take when undertaking any Adwords campaign management. Buy Now »

Google Adwords Case Study - Part 2

This is a blow-by-blow account of the optimisation of the Adwords campaign. It looks at the cost per conversion, the usage of the daily budget and how the ROI (return on investment) can be used to make the most of a limited budget. It shows how you should initially optimise at account level, then at adgroup level, then finally at keyword level. Buy Now »