A Quick Start Guide to Google Adwords: Get Your Product to the Top of Google and Reach Your Customers (New Tools for Business)

129 Pages·2010·4.14 MB·English

a quick start guide to
google aDWoRDs
i
New Tools
for
Business
THIS PAGE IS INTENTIONALLY LEFT BLANK
ii
a quick start guide to
google aDWoRDs
How to get your product to
the top of google and reach
your customers
Mark Harnett
iii
New Tools
for
Business
Publisher’s note
Every possible effort has been made to ensure that the information contained
in this book is accurate at the time of going to press, and the publishers and
author cannot accept responsibility for any errors or omissions, however
caused. No responsibility for loss or damage occasioned to any person
acting, or refraining from action, as a result of the material in this publication
can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2010 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism
or review, as permitted under the Copyright, Designs and Patents Act 1988, this
publication may only be reproduced, stored or transmitted, in any form or by any
means, with the prior permission in writing of the publishers, or in the case of repro-
graphic reproduction in accordance with the terms and licences issued by the CLA.
Enquiries concerning reproduction outside these terms should be sent to the pub-
lishers at the undermentioned addresses:
120 Pentonville Road 525 South 4th Street, #241 4737/23 Ansari Road
London N1 9JN Philadelphia PA 19147 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Mark Harnett, 2010
The right of Mark Harnett to be identified as the author of this work has been asserted
by him in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 6003 7
E-ISBN 978 0 7494 6004 4
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Harnett, Mark.
A quick start guide to Google AdWords : get your product to the top of Google
and reach your customers / Mark Harnett.
p. cm.
ISBN 978-0-7494-6003-7 — ISBN 978-0-7494-6004-4 1. Google AdWords.
2. Internet marketing. I. Title.
HF5415.1265.H374 2010
659.14′4—dc22
2010016131
Typeset by Graphicraft Limited, Hong Kong
Printed and bound in India by Replika Press Pvt Ltd
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Contents
Introduction 1
1 The quick start 3
Setting up your AdWords account 7
Creating your website 9
Writing and budgeting for your AdWords 12
2 The secret power of words 19
Knowing your customers 24
The basics of website design: an overview 25
3 Google and the secret need 37
How Google ranks pages 41
Google’s next big idea 43
The more effective the ad, the less it costs 46
4 The secret behind pay-per-click advertising 51
Making the right people click on your ad 55
Making sure your website turns searchers into
purchasers 57
Paying the right amount for your clicks 70
5 Secrets of successful online ads 77
Reaching customers who are ready to buy 81
Expanding your list of keywords 83
Maintaining the quality of your ad 86
v
CONTENTS
6 Secrets of creating a great campaign 91
Developing a campaign 94
Managing your data 99
Appendix 105
vi
IntRoDUCtIon
Using Google AdWords is as easy as writing a small adver-
tisement on a postcard to put in your local newsagents
window. The only difference is that while the postcard will
only be read by the people who visit the newsagent, the
advertisement you write and put online can be read by
millions of people all over the world. With the newsagent
you use sticky tape to place the postcard on the window.
With Google AdWords you choose a word to describe what
you are selling. If it is the same word that someone who
wants to buy from you is using in their search for the pro-
duct, then they will find your advertisement. This book is
packed with stories of people who are running successful
businesses using Google AdWords to bring customers to
their websites. Choose a story that is similar to your busi-
ness and copy what they did. It’s easy!
1
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C HapteR 1
t He qUICK
staRt
I n the next few pages you are going to learn how to:
●● S et up your A dWords Account.
●● C reate a web page ready for your buyers to visit,
which will have:
— a domain name;
— a web host;
— y our design.
●● K eep your expenditure within control by using the
B udget optimizer key.
●● W rite an Ad and understand how to choose a
K eyword.
●● W rite more ads using the C reate Another Ad variation.
●● R un the Keyword selector tool so you know which are
popular keywords.
●● U nderstand the C ontrol panel so that you can see how
your Ad is performing.
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