Google Advertising Tools

book cover
Google Advertising Tools
By Harold Davis
Publisher: O'Reilly
Pub Date: January 2006
Print ISBN-10: 0-596-10108-2
Print ISBN-13: 978-0-59-610108-4
Pages: 366

Table of Contents  | Index

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 APIs

Once 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.

book cover
Google Advertising Tools
By Harold Davis
Publisher: O'Reilly
Pub Date: January 2006
Print ISBN-10: 0-596-10108-2
Print ISBN-13: 978-0-59-610108-4
Pages: 366

Table of Contents  | Index

   About the Examples
   Conventions Used in This Book
   Using Code Examples
   How to Contact Us
   Safari Enabled
    Part I:  Making Money with Your Web Site
          Chapter 1.  Build It and They Will Come: Creating Popular Web Sites
      Section 1.1.  The Taxonomy of Success
      Section 1.2.  Popular Sites: Using Alexa
      Section 1.3.  How Much Content Is Enough?
      Section 1.4.  Presenting Content
      Section 1.5.  Content Architecture
      Section 1.6.  Action Items
          Chapter 2.  Driving Traffic to Your Site
      Section 2.1.  Creating a Plan and a Story
      Section 2.2.  Submitting Your Sites to Search Engines
      Section 2.3.  Working with Directories
      Section 2.4.  Becoming Popular
      Section 2.5.  Publishing Press Releases
      Section 2.6.  Syndication Feeds
      Section 2.7.  Using Email Lists
      Section 2.8.  Action Items
          Chapter 3.  Optimizing Sites for Search Engine Placement
      Section 3.1.  How Your Site Appears to a Bot
      Section 3.2.  Excluding the Bot
      Section 3.3.  Meta Information
      Section 3.4.  Creating a Site with SEO in Mind
      Section 3.5.  Avoiding Overly Aggressive SEO Practices
      Section 3.6.  Action Items
          Chapter 4.  Making Money with Affiliate Programs
      Section 4.1.  Kinds of Ad Programs
      Section 4.2.  Understanding Affiliate Programs
      Section 4.3.  Working with an Affiliate Program
      Section 4.4.  Action Items
          Chapter 5.  CPC Advertising
      Section 5.1.  CPC Terminology
      Section 5.2.  Understanding Contextual Relevance
      Section 5.3.  CPC Program Vendors
      Section 5.4.  Placing CPC Ads on Your Site
      Section 5.5.  Action Items
          Chapter 6.  Profiting from Adult Sites
      Section 6.1.  Creating Adult Sites
      Section 6.2.  Making Money with Advertising
      Section 6.3.  Publicizing Your Site
      Section 6.4.  Action Items
    Part II:  Getting the Most from AdSense
          Chapter 7.  Understanding Google, AdSense, and AdWords
      Section 7.1.  The Syntax of a Google Query
      Section 7.2.  Google's Parts
      Section 7.3.  Automated Ad Brokering: AdSense and AdWords
      Section 7.4.  Action Items
          Chapter 8.  Working with AdSense
      Section 8.1.  Applying for an AdSense Account
      Section 8.2.  Setting Account Options
      Section 8.3.  AdSense Content and AdSense Search
      Section 8.4.  AdSense Ad Settings
      Section 8.5.  AdSense Search Settings
      Section 8.6.  Action Items
          Chapter 9.  Making Sense of AdSense
      Section 9.1.  Ad Performance
      Section 9.2.  Search Performance
      Section 9.3.  Your Earnings
      Section 9.4.  Tools Beyond AdSense for Tracking
      Section 9.5.  Action Items
    Part III:  Working with AdWords
          Chapter 10.  Using AdWords
      Section 10.1.  Signing up for an Account
      Section 10.2.  Creating and Editing Ad Campaigns
      Section 10.3.  Ad Groups
      Section 10.4.  Site Targeting
      Section 10.5.  Getting a Client Manager Account
      Section 10.6.  Action Items
          Chapter 11.  Improving Campaign and Ad Group Performance
      Section 11.1.  Monitoring Your AdWords Activity
      Section 11.2.  Optimizing Your Ads
      Section 11.3.  Modifying Your Campaigns
      Section 11.4.  Action Items
          Chapter 12.  AdWords Reporting and Conversion Tracking
      Section 12.1.  Using AdWords Reports
      Section 12.2.  Working with Conversion Tracking
      Section 12.3.  Action Items
    Part IV:  Using the AdWords APIs
          Chapter 13.  Understanding the AdWords API
      Section 13.1.  Introducing the AdWords API
      Section 13.2.  Working with the AdWords API Web Service
      Section 13.3.  The AdWords API Services
      Section 13.4.  Signing up for a Developer Token
      Section 13.5.  Action Items
          Chapter 14.  Programming the AdWords API
      Section 14.1.  Using the AdWords API with PHP
      Section 14.2.  Creating the Campaign Web Service Client
      Section 14.3.  Creating a Campaign
      Section 14.4.  Creating an AdGroup
      Section 14.5.  Adding an Ad
      Section 14.6.  Adding Keywords
      Section 14.7.  Verifying Your Creation
      Section 14.8.  Action Items
          Chapter 15.  Navigating the AdWords Objects Hierarchy
      Section 15.1.  Working with the AdWords API Web Services
      Section 15.2.  Creating Authentication Information
      Section 15.3.  Iterating Through the AdWords Hierarchy
      Section 15.4.  Action Items
          Chapter 16.  Keyword Estimation
      Section 16.1.  KeywordEstimatorService Messages and Responses
      Section 16.2.  Keyword Requests and Estimates
      Section 16.3.  Getting User Information
      Section 16.4.  Returning the Keyword Estimate
      Section 16.5.  Action Items
   About the Author