Google Advertising Tools. Cashing in with AdSense and AdWords

Englisch

9780596155797

O'Reilly and Associates

Harold Davis, David Iwanow

430

2

Taschenbuch

Inhaltsverzeichnis * Making Money with a Website * Chapter 1 Creating Successful Websites * The Taxonomy of Success * Tools for Measuring Popularity * How Much Content Is Enough? * Presenting Content * Content Architecture * Where Does Content Come From? * The Power of Community * Action Items * Chapter 2 Creating Effective Marketing Plans * Telling a Story * Basics of Marketing * Creating a Plan * Creating a Checklist * Naming Your Site * Introducing SEM * Comparing SEO with SEM * Action Items * Chapter 3 Driving Traffic to a Website * Submitting Your Sites to Search Engines * Working with Google * Taking Advantage of Site Mapping * Working with Directories * Becoming Popular by Generating Inbound Links * The Power of the Press Release * Unleashing Your Inner Blogger * Using Syndication Feeds to Your Benefit * Creating Email Lists and Surmounting the Spam Problem * Action Items * Chapter 4 Nuts and Bolts of SEO * SEO’s Evolution * More About How Your Site Appears to a Bot * Excluding the Bot * Meta Information * Design for SEO * Using PageRank * Linking * Avoiding Overly Aggressive SEO * Action Items * Chapter 5 Making Money with Affiliate Programs * Kinds of Ad Programs * Understanding Affiliate Programs * Working with an Affiliate Program * Action Items * Chapter 6 Making Money by Hosting Advertising * Understanding Cost Per Click (CPC) * Contextual Relevance * CPC Vendors Compared * Placing Ad Units on Your Site * Display and Banner Ads * Action Items * Chapter 7 Understanding the Google Behemoth * The Parts of Google * Content Versus Search * Anatomy of a Search Query * The Automated Ad Broker: AdWords * Action Items * Cashing in with AdSense * Chapter 8 Working with AdSense * Applying for an AdSense Account * Setting Account Options * AdSense Programs * AdSense for Content Ad Settings * AdSense for Search Settings * AdSense for Feeds * AdSense for Domains * Video Units * Linking Google AdSense to Google Analytics * Action Items * Chapter 9 Making Sense of AdSense * Fundamentals of Navigation * Understanding the Metrics * Running Reports * Statistics * Downloading a CSV File * Other Program Performance * Optimization Tips * Site Diagnostics * Your Earnings * Tools Beyond AdSense for Tracking * Action Items * Working with AdWords * Chapter 10 Using AdWords * Signing Up for an Account * Ad Campaigns and Ad Groups * Getting a My Client Center Account * Action Items * Chapter 11 Improving Performance * Monitoring Your AdWords Activity * Campaign Management Tools * Action Items * Chapter 12 The Zen of AdWords * The Customer Life Cycle * The Path of Indirection * Success via Iteration * Targeting the Competition * Estimating Traffic * Exclusion * Action Items * Chapter 13 Advanced Performance Monitoring * Using AdWords Reports * Conversion Tracking * Google Analytics * Website Optimizer * Action Items * Chapter 14 AdWords beyond CPC * Display Ad Builder * Mobile Ads * Video Ads * Advertising on TV * Action Items * Colophon