The complete guide to Google advertising : including tips, tricks, & strategies to create a winning advertising plan / by Bruce C. Brown.

By: Brown, Bruce C. (Bruce Cameron), 1965-
Material type: TextTextPublisher: Ocala, Fla. : Atlantic Pub. Group, c2007Description: 287 p. : ill ; 23 cmISBN: 1601380453 (alk. paper); 9781601380456 (alk. paper)Other title: Guide to Google advertising | Google advertisingSubject(s): Google -- Handbooks, manuals, etc | Internet marketing -- Handbooks, manuals, etc | Internet advertising -- Handbooks, manuals, etc | Web sites -- Design -- Handbooks, manuals, etc | Web search engines -- Handbooks, manuals, etcDDC classification: 659.14/4 LOC classification: HF5415.1265 | .B877 2007Online resources: Table of contents only
Contents:
Who Is This Book For? -- How This Book Is Organized -- History of Google & Online Advertising -- Developing an Online Marketing Plan -- How to Generate Web Site Traffic With (and Without) Google -- Introduction to Pay-Per-Click Advertising -- Using Google AdWords -- How to Choose Effective Keywords and Key Phrases and Budget for a Pay-Per-Click Advertising Campaign -- Increase Profits with Google Adsense -- How to Identify and Combat Fraud with Google AdWords -- Optimize Your Web Site for Google Search Engine -- Google Base and Froogle -- Pay-Per-Click Case Studies -- Advice from Google Industry Experts -- Recommended Reference Library -- History of Google & Online Advertising -- Development of Online Marketing -- Internet Marketing -- Internet Advertising -- Types of Online Advertisements -- Understanding Banner Advertising -- Understanding Static Versus Dynamic -- Developing an Online Marketing Plan -- Performing a Market Analysis -- Establishing Business Objectives -- Establishing Marketing Strategies -- How to Generate Web Site Traffic with and Without Google -- How to Create Media Exposure and Drive Customers to Your Web Site -- Gaining the Trust of Clients -- Increasing Your Public Profile -- Web Site Essentials -- Using Press Releases to Generate Web Site Traffic -- Establish a Web site Privacy Policy -- Establish an "About Us" Page -- Establish a Testimonials Page -- Establish a Money-back Guarantee -- Establish a Feedback Page -- Establish a Copyright Page -- Proven Techniques for Generating Web Site Traffic -- Introduction to Pay-Per-Click Advertising -- Pay-Per-Click Advertising Walkthrough -- Google AdWords Pay-Per-Click Benefits -- Cost of Pay-Per-Click Advertising -- Using Google Adwords -- What Is Google AdWords? -- Where Will My Google AdWords Advertisement Appear? -- How Are Google AdWords Ranked? -- How Much will Google AdWords cost? -- Establishing and Managing Your Google Account -- The Google Traffic Estimator -- Google AdWords Campaign Setup -- The Google Campaign Summary -- Editing Your Campaign Settings -- Google AdWords Reports -- Google AdWords Site Exclusion -- Google AdWords Ads Diagnostic Tool -- Tips, Tricks, and Secrets for Google AdWords Pay-Per-Click Advertising -- Practical Advice for Managing Your Google AdWords Account -- How to Choose Effective Keywords & Key Phrases -- Google AdWords Common Terms -- Keyword Research Tools -- How to Develop Keywords -- Tips and Tricks When Developing Keywords or Key Phrases -- How to Establish a Budget for Your Pay-Per-Click Campaign -- Pay-Per-Click Budget Planning -- Measuring Return on Investment -- Negative Campaign Keywords -- Increase Profits with Google Adsense -- How to Set Up Your Google AdSense Campaign -- Google AdSense Program Policies -- Webmaster Guidelines -- Setting Up Google AdSense on Your Web Site -- How to Set Up Your Google Referrals -- Hints and Tips for Maximizing Google AdSense on Your Web Site -- How to Identify & Combat Pay-Per-Click Fraud -- What Is Fraud in Relation to PPC Marketing? -- Tips and Suggestions to Combat Fraud -- Available Fraud Protection Options -- Optimize Your Web Site for Search Engines -- Crawler-Based Search Engines -- Human-Powered Search Directories -- Hybrid or Mixed Search Engines -- Google Webmaster Guidelines -- Webmaster Guidelines -- Design, Content, and Technical Guidelines -- Design and Content Guidelines -- Technical Guidelines -- Quality Guidelines -- Quality Guidelines -- Basic Principles -- Quality Guidelines -- Specific Guidelines -- Google Webmaster Tools -- Other Google Search Engine Optimization Resources -- Search Engine Optimization Techniques -- Meta Tag Definition and Implementation -- Basic Layout of a Standard HTML Web Page -- The Title Tag -- The Description Tag -- The Keywords Tag -- The Robots Tag -- Other Meta Tags -- ALT Tags -- Optimization of Web Page Content -- Optimize Your Web Site -- Web Design Optimization -- Establish Links with Reputable Web Sites -- How to Establish a Reciprocal Link Program (Backlinks) -- Using a Search Engine Optimization Company -- Search Engine Registration -- Submitting to Human-Powered Search Directories -- Submitting to Crawler Search Engines -- Using Search Engine Submission Software -- Paying for Search Engine Submissions -- Free Web Site Search Engine Submission Sites -- Additional Free Web Site Optimization Tools -- Web Site Design and Optimization Tools -- Google Base & Froogle -- Google Base -- Froogle -- How to Use Google Base -- Top Eight Reasons to Follow the Guidelines in This Book -- Google Pay-Per-Click Marketing & Seo Case Studies -- Hints, Tips, & Advice from the Experts Who Do It Everyday -- Recommended Google & Seo Library.
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Non-fiction HF5415.1265 .B877 2007 (Browse shelf) Available 001833
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Includes index.

Who Is This Book For? --
How This Book Is Organized --
History of Google & Online Advertising --
Developing an Online Marketing Plan --
How to Generate Web Site Traffic With (and Without) Google --
Introduction to Pay-Per-Click Advertising --
Using Google AdWords --
How to Choose Effective Keywords and Key Phrases and Budget for a Pay-Per-Click Advertising Campaign --
Increase Profits with Google Adsense --
How to Identify and Combat Fraud with Google AdWords --
Optimize Your Web Site for Google Search Engine --
Google Base and Froogle --
Pay-Per-Click Case Studies --
Advice from Google Industry Experts --
Recommended Reference Library --
History of Google & Online Advertising --
Development of Online Marketing --
Internet Marketing --
Internet Advertising --
Types of Online Advertisements --
Understanding Banner Advertising --
Understanding Static Versus Dynamic --
Developing an Online Marketing Plan --
Performing a Market Analysis --
Establishing Business Objectives --
Establishing Marketing Strategies --
How to Generate Web Site Traffic with and Without Google --
How to Create Media Exposure and Drive Customers to Your Web Site --
Gaining the Trust of Clients --
Increasing Your Public Profile --
Web Site Essentials --
Using Press Releases to Generate Web Site Traffic --
Establish a Web site Privacy Policy --
Establish an "About Us" Page --
Establish a Testimonials Page --
Establish a Money-back Guarantee --
Establish a Feedback Page --
Establish a Copyright Page --
Proven Techniques for Generating Web Site Traffic --
Introduction to Pay-Per-Click Advertising --
Pay-Per-Click Advertising Walkthrough --
Google AdWords Pay-Per-Click Benefits --
Cost of Pay-Per-Click Advertising --
Using Google Adwords --
What Is Google AdWords? --
Where Will My Google AdWords Advertisement Appear? --
How Are Google AdWords Ranked? --
How Much will Google AdWords cost? --
Establishing and Managing Your Google Account --
The Google Traffic Estimator --
Google AdWords Campaign Setup --
The Google Campaign Summary --
Editing Your Campaign Settings --
Google AdWords Reports --
Google AdWords Site Exclusion --
Google AdWords Ads Diagnostic Tool --
Tips, Tricks, and Secrets for Google AdWords Pay-Per-Click Advertising --
Practical Advice for Managing Your Google AdWords Account --
How to Choose Effective Keywords & Key Phrases --
Google AdWords Common Terms --
Keyword Research Tools --
How to Develop Keywords --
Tips and Tricks When Developing Keywords or Key Phrases --
How to Establish a Budget for Your Pay-Per-Click Campaign --
Pay-Per-Click Budget Planning --
Measuring Return on Investment --
Negative Campaign Keywords --
Increase Profits with Google Adsense --
How to Set Up Your Google AdSense Campaign --
Google AdSense Program Policies --
Webmaster Guidelines --
Setting Up Google AdSense on Your Web Site --
How to Set Up Your Google Referrals --
Hints and Tips for Maximizing Google AdSense on Your Web Site --
How to Identify & Combat Pay-Per-Click Fraud --
What Is Fraud in Relation to PPC Marketing? --
Tips and Suggestions to Combat Fraud --
Available Fraud Protection Options --
Optimize Your Web Site for Search Engines --
Crawler-Based Search Engines --
Human-Powered Search Directories --
Hybrid or Mixed Search Engines --
Google Webmaster Guidelines --
Webmaster Guidelines --
Design, Content, and Technical Guidelines --
Design and Content Guidelines --
Technical Guidelines --
Quality Guidelines --
Quality Guidelines --
Basic Principles --
Quality Guidelines --
Specific Guidelines --
Google Webmaster Tools --
Other Google Search Engine Optimization Resources --
Search Engine Optimization Techniques --
Meta Tag Definition and Implementation --
Basic Layout of a Standard HTML Web Page --
The Title Tag --
The Description Tag --
The Keywords Tag --
The Robots Tag --
Other Meta Tags --
ALT Tags --
Optimization of Web Page Content --
Optimize Your Web Site --
Web Design Optimization --
Establish Links with Reputable Web Sites --
How to Establish a Reciprocal Link Program (Backlinks) --
Using a Search Engine Optimization Company --
Search Engine Registration --
Submitting to Human-Powered Search Directories --
Submitting to Crawler Search Engines --
Using Search Engine Submission Software --
Paying for Search Engine Submissions --
Free Web Site Search Engine Submission Sites --
Additional Free Web Site Optimization Tools --
Web Site Design and Optimization Tools --
Google Base & Froogle --
Google Base --
Froogle --
How to Use Google Base --
Top Eight Reasons to Follow the Guidelines in This Book --
Google Pay-Per-Click Marketing & Seo Case Studies --
Hints, Tips, & Advice from the Experts Who Do It Everyday --
Recommended Google & Seo Library.

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