Google Advertising Tools
O'Reilly Media (Verlag)
978-0-596-10108-4 (ISBN)
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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; orking with AdWords campaigns, auctions, and reports;a nd 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.
Harold Davis is a strategic technology consultant, hands-on programmer, and the author of many well-known books. He is a popular speaker at trade shows and conventions, giving presentations on topics ranging from digital photography through wireless networking, web services, and programming methodologies. His books on programming and technology topics include: Building Research Tools For Google for Dummies (Wiley), Digital Photography Field Guide (Wiley), Absolute Beginner's Guide to Wi-Fi (Que), Learn How to Program Using Any Web Browser (Apress), Red Hat Linux 9: Visual QuickPro Guide (Peachpit Press), Visual Basic .NET: Visual QuickStart Guide (Peachpit Press), and many other titles. Harold has served as a technology consultant for many important businesses, including investment funds, technology companies, and Fortune 500 corporations. In recent years, he has been Vice President of Strategic Development at YellowGiant Corporation, a company providing infrastructure for Internet marketing, Chief Technology Officer at a CRM analytics startup, a Technical Director at Vignette Corporation, a leader in customer-centric content management, and a Principal in the enterprise consulting practice at Informix Software. He has earned a Bachelors Degree in Computer Science and Mathematics from New York University and a Juris Doctorate from Rutgers Law School, where he was a member of the law review.
Preface Part I. Making Money with Your Web Site 1. Build It and They Will Come: Creating Popular Web Sites The Taxonomy of Success Popular Sites: Using Alexa How Much Content Is Enough? Presenting Content Content Architecture Action Items 2. Driving Traffic to Your Site Creating a Plan and a Story Submitting Your Sites to Search Engines Working with Directories Becoming Popular Publishing Press Releases Syndication Feeds Using Email Lists Action Items 3. Optimizing Sites for Search Engine Placement How Your Site Appears to a Bot Excluding the Bot Meta Information Creating a Site with SEO in Mind Avoiding Overly Aggressive SEO Practices Action Items 4. Making Money with Affiliate Programs Kinds of Ad Understanding Affiliate Programs Working with an Affiliate Program Action Items 5. CPC Advertising CPC Terminology Understanding Contextual Relevance CPC Program Vendors Placing CPC Ads on Your Site Action Items 6. Profiting from Adult Sites Creating Adult Sites Making Money with Advertising Publicizing Your Site Action Items Part II. Getting the Most from AdSense 7. Understanding Google, AdSense, and AdWords The Syntax of a Google Query Google's Parts Automated Ad Brokering: AdSense and AdWords Action Items 8. Working with AdSense Applying for an AdSense Account Setting Account Options AdSense Content and AdSense Search AdSense Ad Settings AdSense Search Settings Action Items 9. Making Sense of AdSense Ad Performance Search Performance Your Earnings Tools Beyond AdSense for Tracking Action Items Part III. Working with AdWords 10. Using AdWords Signing up for an Account Creating and Editing Ad Campaigns Ad Groups Site Targeting Getting a Client Manager Account Action Items 11. Improving Campaign and Ad Group Performance Monitoring Your AdWords Activity Optimizing Your Ads Modifying Your Campaigns Action Items 12. AdWords Reporting and Conversion Tracking Using AdWords Reports Working with Conversion Tracking Action Items Part IV. Using the AdWords APIs 13. Understanding the AdWords API Introducing the AdWords API Working with the AdWords API Web Service The AdWords API Services Signing up for a Developer Token Action Items 14. Programming the AdWords API Using the AdWords API with PHP Creating the Campaign Web Service Client Creating a Campaign Creating an AdGroup Adding an Ad Adding Keywords Verifying Your Creation Action Items 15. Navigating the AdWords Objects Hierarchy Working with the AdWords API Web Services Creating Authentication Information Iterating Through the AdWords Hierarchy Action Items 16. Keyword Estimation KeywordEstimatorService Messages and Responses Keyword Requests and Estimates Getting User Information Returning the Keyword Estimate Action Items Glossary Index
| Erscheint lt. Verlag | 28.2.2006 |
|---|---|
| Zusatzinfo | Illustrations |
| Verlagsort | Sebastopol |
| Sprache | englisch |
| Maße | 181 x 230 mm |
| Gewicht | 580 g |
| Einbandart | Paperback |
| Themenwelt | Informatik ► Web / Internet ► Web Design / Usability |
| ISBN-10 | 0-596-10108-2 / 0596101082 |
| ISBN-13 | 978-0-596-10108-4 / 9780596101084 |
| Zustand | Neuware |
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