Google Advertising Tools 2nd Edition: Cashing in with AdSense and AdWords, and the Goole APIs
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Introduction
In the five years since the first edition of Google Advertising Tools was published, Google
tools for making money from content with advertising (Google AdSense) and for creating
contextual advertisements (Google AdWords) have become even more important
to every business with a web presence. This software is now ubiquitous in the life of
anyone doing business on the Web. In addition, these programs and the related Google
offerings have greatly expanded in functionality and complexity.
In the first edition of Google Advertising Tools, I noted that “advertising on the Web is
a $7 billion market…with a 40 percent estimated annual growth rate.” Give or take a
few percentage points, this growth prediction has proven accurate, and the lion’s share
of it belongs to Google. But no one could have known the extent to which Google has
expanded into other areas of our lives, from video to office applications to mobile
telephony and beyond.
Five years is forever in Internet time, and in those intervening years the Google AdSense
and Google AdWords tools have grown even more useful and powerful—and more
complex. The need to understand Google’s advertising tools has also become more
universal.
Every business and businessperson needs to know how to position advertising with
AdWords, and should consider how to capitalize on the moneymaking potential of
AdSense. Effective use of both programs requires a practical mastery of a number of
related issues, including how to create an effective Internet marketing plan, implement
Search Engine Optimization (SEO), understand the structure of search, and track
results using programs such as Google Analytics. Besides covering AdSense and
AdWords, this revision of Google Advertising Tools explains these topics.
Google Advertising Tools has been rewritten to take into account changes and advances
in the software, as well as the different needs of our times.
The first edition of Google Advertising Tools explained how to write code that takes
advantage of the Google APIs. However, this kind of programming has become a specialized
arena that no longer belongs in a book aimed at the general business public.
Therefore, this material has been omitted from the revised edition
At the same time, the AdSense and AdWords programs have grown to include so many
features that they can seem downright intimidating to someone coming to the programs
for the first time. Don’t worry: I’ll help you host your first AdSense ads and launch your
first AdWords campaigns easily and without fuss. More advanced users will find the
explanations of many potentially confusing bells and whistles helpful.
By the way, Google is constantly improving the features and user interfaces of its advertising
tools (as is true of many web-based applications). So, by the time you read
this book, the way these applications look may be a little different than they do here.
But don’t worry: the core functionality will not have changed, and you should be able
to use the directions in this book without any significant problems.
My focus in Google Advertising Tools is to help you run your business—whether it is
large or small—in a more profitable way though effective use of Google’s advertising
software.
Organization
This book is organized into three parts, with each part containing a number of chapters.
Taken as a whole, these parts cover the gamut of the Google advertising tools. However,
each part can be read as a self-contained unit, and each part is aimed at readers with
different needs.
• Part I, Making Money with a Website, Chapters 1 through 7, explains how to create
a successful website, how to create a marketing plan, how to drive traffic to a
website, the nuts and bolts of SEO, how to make money from a content-based
website, how to build a site that will get traffic, how to get your site noticed, and
the many ways to make money with advertising on your site.
• Part II, Cashing in with AdSense, Chapters 8 and 9, explains how to work with
Google’s AdSense, the premier contextual advertising program for content sites.
Participating in the AdSense program is probably one of the best ways to monetize
your site.
• Part III, Working with AdWords, Chapters 10 through 14, explains the nuts and
bolts, and metrics, of the Google AdWords program, a highly successful mechanism
that anybody with a valid credit card can use to place advertisements that
reach over 80 percent of users of the Internet. I’ve added chapters that cover how
to improve AdWords performance, AdWords tactics and strategies, and how to
monitor performance. A final chapter explains AdWords programs that go far beyond
contextual text ads.
If you read all three parts, you will get a comprehensive picture of how advertising
works on the Web and how you can use the Google advertising programs to your
advantage.
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