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Google Advertising Tools: Cashing in with AdSense, AdWords, and the Google APIs
When it comes to advertising on the web, you just can't argue with the numbers. A $7 billion market today is expected to grow to $18.9 billion by 2010. Jupiter Research also estimates that search advertising will be a larger share of the market than display advertising by 2010. These phenomenal numbers are due largely to Google, which has changed the way the world publishes content - and advertises.
Google Advertising Tools from O'Reilly examines the business and technology behind making money with content and advertising on the web. This focused, easy-to-read guide shows you how to use Google's advertising services to make it happen. You'll find all the background information you need to work with Google AdSense, which automatically delivers text and image ads that are precisely targeted to your site, and Google AdWords, which lets you generate text ads that accompany specific search term results.
This book has specific and detailed sections on:
Turning your web site into a profit center with AdSense Making sense of AdSense metrics Driving traffic to your site Optimizing sites for search engine placement Working with AdWords campaigns, auctions, and reports Managing campaigns dynamically using the AdWords APIsOnce you've read all four parts, you'll have a comprehensive picture of how advertising works on the web and how you can use the Google advertising programs to your advantage.
606 pages, Kindle Edition
First published January 1, 2006
10 people are currently reading
30 people want to read
About the author
Harold Davis
163 books14 followersHarold Davis is widely recognized as a leading contemporary photographer and artist. He is also the author of more than 30 books, including Creating HDR Photos: The Complete Guide to High Dynamic Range Photography from Amphoto/Random House and Photographing Flowers: Exploring Macro Worlds with Harold Davis which is published by Focal Press, and has been called "one of the most beautiful books ever created."
Harold Davis believes that advances in the technology and craft of digital photography have created an entirely new art form. Trained as a classical photographer and painter, his photographic images are made using special HDR (High Dynamic Range) capture techniques that extend the range of visual information beyond what the eye can normally see.
Davis creates and processes his images using wide-gamut and alternative digital methods that he has invented. His techniques combine the craft of photography with the skills of a painter.
Photographic adventures and assignments have taken him across the Brooks Range, the northernmost mountains in Alaska. He has photographed the World Trade Towers, hanging out of a small plane, followed in the footsteps of Seneca Ray Stoddard, a 19th-century photographer of the Adirondacks, and created human interest photo stories about the residents of Love Canal, an environmental disaster area.
Harold is well-known for his night photography and experimental ultra-long exposure techniques, use of vibrant, saturated colors in landscape compositions, and beautiful creative floral imagery.
He makes his over-sized original prints on unusual substrates such as pearlized metallic and washi rice papers. Davis states, "I believe that nothing like my prints has ever been seen before. They simply could not have been created until recently. I've been able to innovate in a domain where many techniques and crafts have come together for the first time. My prints are made meticulously, and have a 200-year archival rating for ink and paper if they are handled properly.
Harold Davis believes that advances in the technology and craft of digital photography have created an entirely new art form. Trained as a classical photographer and painter, his photographic images are made using special HDR (High Dynamic Range) capture techniques that extend the range of visual information beyond what the eye can normally see.
Davis creates and processes his images using wide-gamut and alternative digital methods that he has invented. His techniques combine the craft of photography with the skills of a painter.
Photographic adventures and assignments have taken him across the Brooks Range, the northernmost mountains in Alaska. He has photographed the World Trade Towers, hanging out of a small plane, followed in the footsteps of Seneca Ray Stoddard, a 19th-century photographer of the Adirondacks, and created human interest photo stories about the residents of Love Canal, an environmental disaster area.
Harold is well-known for his night photography and experimental ultra-long exposure techniques, use of vibrant, saturated colors in landscape compositions, and beautiful creative floral imagery.
He makes his over-sized original prints on unusual substrates such as pearlized metallic and washi rice papers. Davis states, "I believe that nothing like my prints has ever been seen before. They simply could not have been created until recently. I've been able to innovate in a domain where many techniques and crafts have come together for the first time. My prints are made meticulously, and have a 200-year archival rating for ink and paper if they are handled properly.
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Displaying 1 - 5 of 5 reviews
December 18, 2019
Has not aged well. Important ideas are valid but there are better sources for those.
May 15, 2011
Google Advertising Tools
Good overview of the Google Tools that are available, with lots of tips specifically related to WordPress. It serves as a lightweight orientation to:
1. Organic Search Engine Optimization
2. Affiliate Programs
3. Using AdSense to Generate Revenue for your Content Sites
4. Buying Google AdWords to drive traffic to your site
5. Using Conversion Tracking
The author often warns us of the risk of "black hat" techniques, and basically says to use common sense, but doesn't provide more experience or insight than a basic tutorial.
If you've never done any form of online marketing before, this could be a good choice for you.
I would prefer many more actual, real world numbers, real world ads, real world successes and real world failures. The text is heavy on Google screenshots that are already self explanatory, and light on case studies.
Chapter 2 contains a nice review of the "business narrative" - the story that is used to sell your product or service. Common successful story themes are:
1. Enterprise in Danger (Literally the theme of StarTrek)
2. Heroic
3. Against the Grain (Apple, RED)
4. Anxiety (Jim recommends against selling fear)
5. Seasonal (Summer, Christmas)
6. Personal
7. How To
8. Glamour (Vogue, Cosmetics, Celebrity)
9. Aspiration
You can combine your business narrative with the 5P's of Marketing (Product, Price, Place, Promotion, Positioning) to create a marketing plan.
Chapter 11 has a section about optimizing your ads. You'll know you need to optimize if your CTR is too low. 2% is great.0.5% is horrible.
If your ad doesn't get enough impressions use the "Ad Diagnostics Tool".
Other tools Google provides are:
1. Keyword Tool
2. Traffic Estimator
3. Campaign Optimizer
Every day you should monitor the "summary window" for each group of active AdWords, you can do this most efficiently by having this data sent to you every day via an Email report.
When using the traffic estimator tool, if you do not specify a maximum CPC, Google will automatically calculate based on a CPC that will give you the #1 ranking 85% of the time. This would be very expensive - you're usually best off shooting for a #2 or #3 position.
Create simple but effective landing pages for each or your keywords or groups of keywords. Dropping CPC clicks on the homepage is usually not effective - they need something more targeted, but make sure they can still access the Contact Us and About Us pages.
When you start using AdWords, you should start with high initial bids so that you can quickly get enough traffic to provide meaningful data. After you have some baseline data, you can scale your bids down.
Most AdWords campaigns are inefficient at the beginning but the key to AdWords is iteration. Iterate continuously. Iterate your AdWords message, Iterate your AdWords targeting, Iterate your Landing Page, Iterate your Checkout Funnel.
Remove the trash. Think carefully about how your consumers will respond and what is effective for your brand. Can your Ad show on Social Networks? Can it show on Adult sites? Can it show in Africa? Can any IPs be blocked? Think very carefully about how to control your ad targeting to eliminate waste.
Use "Google Website Optimizer" to run comparison tests (A/B tests) to see which web page will perform best.
Implement Conversion Tracking and Funnel Analysis
Conversion Tracking can be used to measure signups for news letters and visits to key pages without impacting the core "shopping cart conversion" tracking.
Your AdWords account can be linked to your Google Analytics account.
Good overview of the Google Tools that are available, with lots of tips specifically related to WordPress. It serves as a lightweight orientation to:
1. Organic Search Engine Optimization
2. Affiliate Programs
3. Using AdSense to Generate Revenue for your Content Sites
4. Buying Google AdWords to drive traffic to your site
5. Using Conversion Tracking
The author often warns us of the risk of "black hat" techniques, and basically says to use common sense, but doesn't provide more experience or insight than a basic tutorial.
If you've never done any form of online marketing before, this could be a good choice for you.
I would prefer many more actual, real world numbers, real world ads, real world successes and real world failures. The text is heavy on Google screenshots that are already self explanatory, and light on case studies.
Chapter 2 contains a nice review of the "business narrative" - the story that is used to sell your product or service. Common successful story themes are:
1. Enterprise in Danger (Literally the theme of StarTrek)
2. Heroic
3. Against the Grain (Apple, RED)
4. Anxiety (Jim recommends against selling fear)
5. Seasonal (Summer, Christmas)
6. Personal
7. How To
8. Glamour (Vogue, Cosmetics, Celebrity)
9. Aspiration
You can combine your business narrative with the 5P's of Marketing (Product, Price, Place, Promotion, Positioning) to create a marketing plan.
Chapter 11 has a section about optimizing your ads. You'll know you need to optimize if your CTR is too low. 2% is great.0.5% is horrible.
If your ad doesn't get enough impressions use the "Ad Diagnostics Tool".
Other tools Google provides are:
1. Keyword Tool
2. Traffic Estimator
3. Campaign Optimizer
Every day you should monitor the "summary window" for each group of active AdWords, you can do this most efficiently by having this data sent to you every day via an Email report.
When using the traffic estimator tool, if you do not specify a maximum CPC, Google will automatically calculate based on a CPC that will give you the #1 ranking 85% of the time. This would be very expensive - you're usually best off shooting for a #2 or #3 position.
Create simple but effective landing pages for each or your keywords or groups of keywords. Dropping CPC clicks on the homepage is usually not effective - they need something more targeted, but make sure they can still access the Contact Us and About Us pages.
When you start using AdWords, you should start with high initial bids so that you can quickly get enough traffic to provide meaningful data. After you have some baseline data, you can scale your bids down.
Most AdWords campaigns are inefficient at the beginning but the key to AdWords is iteration. Iterate continuously. Iterate your AdWords message, Iterate your AdWords targeting, Iterate your Landing Page, Iterate your Checkout Funnel.
Remove the trash. Think carefully about how your consumers will respond and what is effective for your brand. Can your Ad show on Social Networks? Can it show on Adult sites? Can it show in Africa? Can any IPs be blocked? Think very carefully about how to control your ad targeting to eliminate waste.
Use "Google Website Optimizer" to run comparison tests (A/B tests) to see which web page will perform best.
Implement Conversion Tracking and Funnel Analysis
Conversion Tracking can be used to measure signups for news letters and visits to key pages without impacting the core "shopping cart conversion" tracking.
Your AdWords account can be linked to your Google Analytics account.
April 14, 2008
It is estimated that Google ads reach 80% of all Internet users. No other advertising system or promotional scheme (including spam campaigns) can boast such coverage. Cashing in on Google ads either as an advertiser through AdWords or by getting paid by the click for hosting Google ads through Adsense is a pretty quick and simple process.
Google Advertising Tools is meant for the beginner advertiser or new website owner who would like to make a little extra money through hosting Google ads. This book takes the reader through the whats, the whys, the hows, and the wheres of these options. Much of the more complicated parts of these processes are even detailed step by step complete with illustrations of what the reader will see at the website. I do suggest this book to those new to Google ads. However, I also think that those already participating in these programs with find a few helpful hints and tips, particularly in the optimizing sections.
Google Advertising Tools is meant for the beginner advertiser or new website owner who would like to make a little extra money through hosting Google ads. This book takes the reader through the whats, the whys, the hows, and the wheres of these options. Much of the more complicated parts of these processes are even detailed step by step complete with illustrations of what the reader will see at the website. I do suggest this book to those new to Google ads. However, I also think that those already participating in these programs with find a few helpful hints and tips, particularly in the optimizing sections.
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May 30, 2016
a well organized book that sets a good foundation or review (based upon the reader's experience.)
Displaying 1 - 5 of 5 reviews