Title Details

AdWords expert Brad Geddes has been managing successful PPC campaigns for more than a decade. He is the first and only AdWords Seminar Leader chosen by Google to teach advanced seminars to Google's advertisers. He has advised top companies such as Amazon, Red Lobster, Encyclopedia Britannica, World Directories, and R.H. Donnelley. Brad maintains a popular PPC blog (bgTheory.com) and writes a column for Search Engine Land. He is a popular speaker at conferences throughout the world, including Search Engine Strategies, SMX, Pubcon, ad:tech, and many others.

Introduction.

1 Understanding Search Theory.

2 Keyword Research.

3 Keyword Tools: Extracting Valuable Data from Google.

4 Writing Compelling Ads.

5 Landing Pages that Convert Searchers into Buyers.

6 Advanced Optimization Techniques.

7 Demystifying Quality Score.

8 Beyond Text: Image, Video, and Mobile Ads.

9 Understanding the Content Network.

10 Advanced Content Network Techniques.

11 Advanced Geographic Targeting.

12 Save Time & Scale Accounts with the Adwords Editor.

13 Profitable Bid Strategies.

14 Successful Account Organization Strategies.

15 Testing Techniques That Will Increase Profits.

16 AdWords Reports: How to Extract Actionable Information.

17 Step-by-Step: Create & Monitor Your AdWords Account.

Glossary.

Index.