advertisingadsense

IndexAAlBtestsconfiguration,336ContactUspage,336-337controlandvariantpages,335-336description,335-336experimentchecklistpage,340setup,339,341GWOexperimentlistpage,339loginpage,338installingyourselfoption,343JavaScripttagsinstallation,342-345previewandstartexperimentpage,348report,352-353settingspage,348-352URLvalidation,345-347webmasterinstalloption,343AdModels,6Adoptimization,250-252AdMob,18Adscreationcalltoaction,139destinationURL,142discounts,139displayURL,142dynamickeywordinsertion,141extensions,142call,143location,143product,144-147seller,150siteiinks,147-149social,149featuresandbenefits,139Google'seditorialguidelines,133-135components,133rules,134informativeads,140legalconsiderationscopyright,136-137counterfeitgoods,137restrictedproductsandservices,137trademarks,135official-lookingads,141previewanddiagnosistool,151-152productlistingads,150-151questions,140searchquery,141senseofurgency,140status,152-153testimonials,140testing,153Advertisers,12AdWordsaccountcreation,63-65accountstructureadgroups,23-24campaigns,23matchtypes,24-27additionaladgroups,71adscreationandkeywords,70auctionprocessactualCPCcalculation,34DisplayNetwork,35-36formula,30QualityScore,30-34sample,35smartpricing,36biddingoptions,27-29billinginformation,70campaigncreation,65addeliverysettings,69adextensions,69adschedulingsettings,69automaticcampaignoptimization,70biddingandbudget,68budget,68deliverymethod,69demographicbidding,69359INDEX360AdWords,campaigncreation(cant.
)frequencycapping,69loadsettings,67locationandlanguages,67networkcampaignsettings,67schedulesettings,69settings,66socialsettings,70cost,27-29Editortool,72accountdataaddition,72campaign-leveldata,72description,72inlinechanges,73Express,17,85-86interface,77columnscustomization,82-84datanavigation,80-82daterange,78description,77graphsperformance,84homescreen,79-80keyworddata,82segmentsfeature,84-85invalidclicksandclickfraud,36Lingo,21-22AdWordsCampaignExperiments(ACE),264controlsplit,264experimentsettings,264-266experimentalsplit,264AdWordscampaignoptimization,245ACEcontrolsplit,264experimentsettings,264-266experimentalsplit,264bidmanagement,256adscheduling,257-258AdWordsEditor,258-259conversiongoals,257ConversionOptimizer,260ImpressionShareReport,260revenue-per-clickdata,257third-partysoftwareoptions,260budget,245campaigndata,246description,245ideas,247impressionshare,247togglegraphoptions,246CTRcomparison,263fIlteration,254-256goaloptions,262Google'skeywordideasimplementation,263interface,289multipleaccountsmanagement,287description,287MCC,288-289opportunitiesandanalyzingcompetition,262-263qualityscoremanagementadoptimization,250-252considerations,251description,248keywordsandCTR,248-250landingpageoptimization,252reportgeneration,266conditionalformatting,270creation,267PivotTables,270-287VLOOKUPfunction,267-269ruleautomationfunctioncampaignlevelaccess,260creation,261-262tool,261searchcampaigns,245segmentation+1annotations,254clicktypes,253conversions,253description,252devices,254menu,252network,253time,253topvs.
other,254AdWordsCertificationprogram,18-19AdWordsdatasearch,GAcustomreports,312-314dashboard,300chartcreation,302description,300interfacecreation,301reports,302daterange,295-296KeywordPositionReport,312motioncharts,310-312PivotTablereports,314PaidSearchreport,315pivotdimension,317secondpivotdimension,318VisitorTypeselection,315-316profiles,296-297segments,298customsegmentcreation,300datacomparison,298defaultPaidSearchadvancedsegmentsselection,298description,298standardreports,303advertisingcategory,303categories,303charttypedescription,309datagroupings,304-310definitions,304pre-configuredreports,304ViewofMetricsadjustment,307-310AdWordsforvideo,179adtypes,180description,179TrueView,180videocampaign,180advancedadattributes,185benefits,187bidssettings,185campaignsettings,180-181creation,180networkoptions,184networksandadformatsselection,184targetingmethods,186-187targetingoptions,185-186targetingsuggestiontool,187videoadcreation,183videoselection,181-182AdWordsKeywordTool,215country,language,anddevicesettings,217estimatedkeyworddata,218mobiledevices,219searchvolumeandCPCdata,220setup,216WAPdevices,220AdWordsmarketing,39conversiontracking,46categories,48codegeneration,49description,46naming,47toolsandanalysismenu,47GA,49accountcreation,50-52analyticsURLbuilder,54-55description,49goalscreation,55-60goals,definition,55INDEXlinkingprocess,52-53informationalquery,40KPIcategories,61description,60SMARTcriteria,60-61navigationalquery,39phonetracking,62salesprocesses,40PPCmarketer,43-45traditionalsalesfunnel,40ZMOT,41searchtypes,39-40successmeasurements,45-46transactionalquery,39ZeroMomentofTruth(ZMOT),40-43characteristics,42salesprocess,43-44AdWordsvs.
AdSense,16Automaticbidding,28BBehavioralmarketing,174-175Behavioraltargeting,6Bidmanagement,AdWordsadscheduling,257-258AdWordsEditor,258-259conversiongoals,257ConversionOptimizer,260ImpressionShareReport,260options,256revenue-per-clickdata,257third-partysoftwareoptions,260Broadmatchmodifier(BMM),25,120cCircularadformat,209Clickfraud,36Click-throughrate(CTR),22,30-31Click-to-Call(CTC)adformat,205advantage,206description,205usingcallextensions,207usinglocationextensions,206Click-to-Downloadadformat,204-205CompactHypertextMarkupLanguage(cHTML),232Conditionalformatting,AdWords,270361INDEX362Contextualads,6Contextualtargetingdescription,165placementsreport,167tool,165-167Conversion,22ConversionOptimizer,29Cost-per-action/acquisition(CPA),9,22,176Cost-per-click(CPC),9,22,175Cost-per-conversion,10Cost-per-lead(CPL),9Cost-per-mille(CPM),9,22,176Cost-per-thousand(CPT),9Cost-per-view(CPV),9CPA.
SeeCost-per-action/acquisition(CPA)Cpc.
SeeCost-per-click(CPC)CPL.
SeeCost-per-lead(CPL)CPM.
SeeCost-per-mille(CPM)CPV.
SeeCost-per-view(CPV)CTR.
SeeClick-throughrate(CTR)Customreports,AdWords,312-314Customsearchads,203-204DDatagroupings,AdWords,304Clicksreport,306-307Ecomrnercereport,306GoalSetsreports,305-306SiteUsagereports,304-305DigitalMillenniumCopyrightAct(DMCA),136Displayadbuilderadsdiagnostictool,192description,188sizeselection,190themedtemplates,188variousadsizes,188-189videoadscreation,190-192Displayadcreativeadtypes,177expandableads,179imageads,178-179productads,179textads,177description,176targetingmethod,176Displayads,180Displayconversionoptimizer(DCO),175DisplaynetworkAdWordsforvideo,179adtypes,180description,179TrueView,180videocampaign,180-187behavioralmarketing,174-175biddingmodel,193biddingoptions,175-176contextualtargeting,165description,165placementsreport,167tool,165-167CPA,176CPC,175CPM,176DCO,175description,159displayadbuilder,188adsdiagnostictool,192description,188sizeselection,190themedtemplates,188variousadsizes,188-189videoadscreation,190-192displayadcreative,176adtypes,177-179description,176targetingmethod,176displaycampaign,160enhancedCPC,176increasebrandawareness,193managedplacementscampaigns,167broadreach,168description,167DoubleClickAdPlanner,170placementtool,168-170specificreach,168multi-channeltracking,193networkcampaignsettings,161remarketing,161adgroup,164advantages,165audiences,162-163biddingoptions,164description,161lists,163,165success,193targetingoptions,159topictargeting,171description,171options,171-173tabs,171trackconversions,193trackingandoptimizing,193excludeplacements,196-198frequencycapping,199placementsreport,193-196relativeCTR,199-200unseenimpressionfilter,199DoubleclickDART,16-17forPublishers,17forPublishersSmallBusiness,17DownloadingandImportingResults,114EEnhancedCPCbidding,28,176Estimatesearchtraffic,116ExcelPivotTableCSVftie,278dialogboxcreation,281ExcelTextImportWizard,279FieldListWizard,281fieldsselection,282GrandTotalselection,252PaidSearchTrafficReport,272-279rawsetup,283settingup,280sortoptions,285uses,287ExcelPivotTablegeneration,272Expandableads,179FFilteration,AdWords,254-256Flowvisualizationreports,GA,318description,318goalsflowreport,320-322visitorsflowreport,318-320Frequencycapping,199GGA.
SeeGoogleanalytics(GAlGoalsflowreport,GA,320-322GoogleAdSenseforTV,19-20GoogleAdWords.
SeeAdWordsGoogleanalytics(GAlaccountcreation,50codegeneration,51GATC,50-52signingup,50AdWordscampaign,292AdWordsdatasearch,295campaignreport,304customreports,312-314dashboard,300-302daterange,295-296dayparts,304destinationURLs,304KeywordPositionReport,312keywordpositions,304keywordsreport,304MatchedSearchQueries,304motioncharts,310-312PivotTablereports,314-318placements,304profiles,296-297segments,297-300standardreports,303-310TVcampaigns,304analyticsURLbuilder,54-55averagetimeonsite,294bouncerate,294clicks,294description,49,291dimension,294flowvisualizationreportsdescription,318goalsflowreport,320-322visitorsflowreport,318-320goalscreation,55EventGoals,59-60exactmatch,58goalsets,56headmatch,58PagesperVisitGoals,59regularexpressionmatch,58TimeonSiteGoals,58URLdestinationgoals,57-58goals,definition,55lastclickattribution,295linkingprocess,52AdWordsaccount,52confirmation,53locationtargeting,102locationreport,103location-baseddata,104regionalreport,103medium,294metrics,294,307INDEX363INDEX364Googleanalytics(GA),metrics(cant.
)charttypedescription,309comparison,308ingraph,308tableviewoptions,309mobiledevicesreport,240-243multi-channelfunnels,322assistedconversionsreport,327-328channelgroupings,323-325customchannelgroupingscreation,330-332lastclickattribution,322navigation,323overviewreports,326-327pathlengthreport,329-330reportsettings,325-326timelagreport,328-329topconversionpathsreport,328navigation,240newvisit,294onlinereportingproject,292-293on-sitevisitorbehaviorstatistics,292pages/visit,294pageview,294source,294statisticsandAdWordsdiscrepancies,295trackingtechnology,243visit,293GoogleAnalyticstrackingcode(GATC),50-52Googledisplaynetwork(GDN).
SeeDisplaynetworkGoogleecosystemAdvertisers,12Googlecompanies,10Googleproperties,11Internetusers,11OnlineAdSpending,13GoogleEngage,18GooglenetworkAdMob,18AdWordsCertificationprogram,18-19AdWordsExpress,17AdWordsvs.
AdSense,16DoubleclickDART,16-17forPublishers,17forPublishersSmallBusiness,17GoogleAdSenseforTV,19-20GoogleDisplayNetwork,15GoogleEngage,18GoogleGrantsprogram,19GooglePlaces,17GoogleSearchNetwork,14-15Googlewebsiteoptimizer(GWO),335A/Btestsconfiguration,336-348description,335-336report,352-353settingspage,348-352description,335GA,353-354multivariatetesting,354description,354durationcalculator,355-357GoogleWebsiteOptimizer(GWO),156HHTML5advancedforms,236audioandvideostreaming,236canvasdrawing,235description,233GeoLocationAPI,234IndexedDatabaseAPI,235offlinesupport,234-235Hyperlocalsearchads,207-208I,JImageadsdescription,178sampleimage,178techicalrequirements,179Impression,21Impressionshare,21Internetmarketing,2Internetusers,11Invalidclicks,36KKeyperformanceindicators(KPI),60categories,61description,60SMARTcriteria,60-61KeywordGrouper,122Keywordmultiplier,129KeywordPositionReport,AdWords,312KeywordsAdWordsLingo,21brandedvs.
non-branded,107broadvs.
specific,107buying,107local,107longtailvs.
shorttail,105matchtypes,120product,107refiningGoogleanalyticsdata,126inAdWords,128-131opportunitiestab,126-128searchqueryreport,123-126researchoption,ll7-120competitiveresearch,117generatepermutations,ll9GoogleInsights,ll8webanalytics,117salescycle,106selectionduplicates,122generatecommonterms,122guidelines,122keywordgrouper,122themebuckets,108usingGoogle'skeywordtool,108-110analyzingwebsites,ll6Ldownloadingandimportingresults,114-115fIlteringdata,110-111researchnegativekeywords,117searchtrafficandcostestimation,115-116sortingresults,111-114LandingPagesbuildtrust,154conversion,155messagetovisitors,155optimization,252previewfeature,155-156relevance,154testing,156-158Locationtargetingadvancedlocationoptions,90campaignscreation,97description,89extensions,97AdWordsEditor,100GooglePlacesaccount,98manuallyenteredaddressoption,98viewing,98GA,102locationreport,103location-baseddata,104regionalreport,103geographicperformancedata,100columncustomization,101datainsights,102datareport,101GrandRapidscaterer,97SEM,8settings,90AdWordsEditor,95-96excludinglocations,94languageandconsiderations,94-95locationsandlanguagesoptions,91pre-populatedlist,91proximitytargeting,93Reach,92Showmapview,93weddingcaterer,97MManagedplacementscampaigns,167broadreach,168description,167DoubleClickAdPlanner,170placementtool,168-170specificreach,168Markuplanguages,231cHTML,232description,231mobileweb-relatedmarkuplanguagestimeline,233webbrowsers,231WML,232XHTML,232Maximumcost-per-click,21MobileadvertisingAdWordsKeywordTool,215country,language,anddevicesettings,217estimatedkeyworddata,218mobiledevices,219searchvolumeandCPCdata,220setup,216WAPdevices,220INDEX365INDEX366Mobileadvertising(cant.
)connecteddevices,203conswner,210campaignchecklist,212-215description,210environment,215macrolevel,210-211microlevel,212description,201friendlylandingpagescreation,229desktop-to-mobilewebpageconversion,230HTML5,233-236MarkupLanguages,231-233MobileFirstandMobileLastapproach,230-231PE,237-239RWD,239webdevelopment,236-237GA,239mobiledevicesreport,240-243navigation,240trackingtechnology,243Googleofferings,203circularadformat,209Click-to-Downloadadformat,204-205CTCadformat,205-207customsearchads,203-204hyperlocalsearchads,207-208mobileappextensions,203rankingfactors,203marketing,201mobileadenvironmentgrowth,202-203mobilecampaignchecklist,244smartphones,202WAPmobilemarketing,221browsers,221description,221mobileadscreation,222-229Mobileconsumercampaignchecklist,212convertionprocess,214desktopwebpage,215features,213,214flash,214layout,213loadtime,215prioritizingcontent,213thumbsdesign,213description,210environment,215macrolevel,210trendsanddatapoints,210-211USmobileuseractions,211microlevel,212Mobilewebdevelopment,236-237Motioncharts,AdWords,310-312Multi-channelfunnels,322assistedconversionsreport,327-328channelgroupings,323criteria,324description,323-324sampleconversionpath,324customchannelgroupings,330basictemplate,330creation,331displaynetworktraffic,332searchnetworktraffic,332direct,324email,324feeds,324lastclickattribution,322navigation,323organicsearch,324overviewreports,326-327paidadvertising,324pathlengthreport,329-330referral,324reportsettings,325-326socialnetwork,324timelagreport,328-329topconversionpathsreport,328Multivariatetestingdescription,354durationcalculator,355-357MyClientCenter(MCC),AdWordsaccountcreation,288arrangeaccounts,288automate,289Customalerts,288-289description,287labels,289Linkexistingaccountsoption,288taskcategories,288NNegativekeywords,26oOnlineadspending,13pPaidsearch,4Pay-for-placement(P4P)Ads,6Pay-per-click(PPC),2,9,22Pay-per-play(PPP),10Pay-per-view(PPV),9Phonetracking,62PivotTablesdescription,271ExcelPivotTableCSVflie,278dialogboxcreation,281ExcelTextImportWizard,279FieldListWizard,281fieldsselection,282GrandTotalselection,252PaidSearchTrafficReport,272-279rawsetup,283settingup,280sortoptions,285uses,287ExcelPivotTablegeneration,272excelspreadsheet,271PPC.
SeePay-per-click(PPC)Productads,179ProductExtensions,144ProductListingAds(PLAs),150Progressiveenhancement(PE),237-239QQualityscoremanagement,248adoptimization,250-252considerations,251description,248keywordsandCTR,248-250landingpageoptimization,252RRelativeCTR,199-200Remarketing,161adgroup,164advantages,165audiences,162-163biddingoptions,164description,161lists,163,165ResponsiveWebDesign(RWD),239Revenuemodels,9-10sSearchads,180Searchenginemarketing(SEM),1admodels,6behavioraltargeting,6contextualads,6locationtargeting,8paidsearch,4pay-for-placement(P4P)ads,6revenuemodels,9-10searchengineoptimization(SEO),5semantictargeting,6-8Searchengineoptimization(SEO),5Searchquery,21SearchqueryreportAdWordsinterface,124broadmatch,124exactmatch,125phrasematch,125querystatistics,124session-based,125Search-basedkeywords,130Segmentation,AdWords,252+1annotations,254clicktypes,253conversions,253description,252devices,254menu,252network,253time,253topvs.
other,254Semantictargeting,6-8SERP(searchengineresultspage),22Slateads,180Sortingresults,111Streamads,180T,UTargetedmarketing,3INDEX367INDEX368Textads,177Topictargetingdescription,171options,171-173tabs,171Trackingandoptimizing,displaynetworkexcludeplacements,196-198frequencycapping,199placementsreport,193automaticplacements,195description,193Googleanalytics,195-196relativeCTR,199-200unseenimpressionfilter,199VLOOKUPfunctionarguments,268CoUndex_num,268description,267inExcel,269lookupvalue,268Range_lookup,268Tablearray,268WAPmobilemarketingbrowsers,221description,221DisplayAdsetup,226-229mobileadcreation,222TextAd,222Adwordssettingspanel,222-225click-to-call,224finaldisplay,226Web-basedKeywordTool,108WirelessMarkupLanguage(WML1,232X,YXHTMLMobileProfile(XHTML-MP1,232ZeroMomentofTruth(ZMOT1,40-43characteristics,42marketingmodel,105salesprocess,43-44