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Google Adwords “Andrew Goodman es la autoridad mundial líder en Google AdWords. ...Es mejor que este libro esté en su escritorio, no en su repisa, si espera ganar con Google”. – Fredrick Marckini, fundador, iProspect; Chief global search officer, Isobar • Ponga en funcionamiento, una campaña exitosa de anuncios en Google • Subaste por las palabras clave que quiera y obténgalas • Llegue a millones de clientes que realizan búsquedas • Aumente el tráfico de su sitio web, ventas y ganancias • Obtenga información valiosa del mercado Segunda edición Andrew Goodman Fundador y presidente, Page Zero Media www.FreeLibros.me Google AdWords Segunda edición www.FreeLibros.me Acerca del autor Andrew Goodman es fundador y presidente de Page Zero Media, una agencia de marketing que ofrece servicio completo de administración de campañas de búsqueda pagada, además de diversos servicios en relación con el marketing en línea para clientes orientados al crecimiento, como E*TRADE, Canon, Etsy, Business and Legal Reports, Canadian Tire y Torstar Digital. Su blog, Traffick.com, ha enmarcado muchos de los debates de la industria, desde 1999. Orador reconocido en todo el mundo (incluida una función integral en más de 30 conferencias Search Engine Strategies, desde 2002), ha servido como jefe de programa para Search Engine Strategies Toronto en los últimos dos años. Su columna aparece de manera regular en publicaciones como Search Engine Land, y sus comentarios suelen aparecer con frecuencia en medios importantes, incluidos The New York Times, The Globe and Mail, The Washington Post, Fortune Small business, Business News Network y Marketing Magazine. Es también cofundador de HomeStars, una empresa de las denominadas punto com que ofrece servicios de mejoramiento de casas. Fue vicepresidente de estrategia en esta empresa, de 2007 a 2008. Para relajarse, Andrew disfruta del patinaje en línea, en el lado Oeste de Toronto, se dedica a la jardinería extrema, ve el Weather Channel y da largas caminatas en playas cubanas. Comparte la mayor parte de sus experiencias con su esposa, Carolyn Bassett. Acerca del editor técnico Matt Van Wagner es presidente y fundador de Find Me Faster (www.findmefaster.com), una firma de marketing de motor de búsqueda, en Nashua, New Hampshire, arquitecto de producto para DEKE y simulador de anuncios y aplicación de control de calidad para la función DKI Ad de Google AdWords. Es miembro de Search Engine Marketing New England (SEMNE) y Search Engine Marketing Professionals Organization (SEMPO), y es desarrollador de programas de computación educativa del SEMPO Institute. En ocasiones, escribe acerca de internet, motores de búsqueda y tecnología para iMedia Connection, New Hampshire Business Reviews y otras publicaciones. Ha servido como editor técnico para Yahoo! Search Marketing Handbook de Mona Elesseily. Matt tiene una licenciatura en ciencias en Economía por la St. Lawrence University, Canton, New York, y una maestría en administración de negocios de Rivier College, Nashua, New Hampshire. www.FreeLibros.me Google AdWords Cómo ejecutar campañas rentables en línea Segunda edición Andrew Goodman Traducción Jorge Arturo Pineda Sánchez Traductor profesional .­9*$0r#0(05¦r#6&/04"*3&4r$"3"$"4r(6"5&."-"r."%3*%r/6&7":03, 4"/+6"/r4"/5*"(0r4«01"6-0r"6$,-"/%r-0/%3&4r.*-¦/r.0/53&"- /6&7"%&-)*r4"/'3"/$*4$0r4*/("163r45-06*4r4*%/&:r5030/50 www.FreeLibros.me Director editorial: Fernando Castellanos Rodríguez Editor sponsor: Cristina Tapia Montes de Oca Supervisor de producción: Zeferino García García GOOGLE ADWORDS Prohibida la reproducción total o parcial de esta obra, por cualquier medio, sin la autorización escrita del editor. DERECHOS RESERVADOS © 2010 respecto a la primera edición en español por McGRAW-HILL INTERAMERICANA EDITORES, S.A. DE C.V. A Subsidiary of The McGraw-Hill Companies, Inc. Corporativo Punta Santa Fe Prolongación Paseo de la Reforma 1015, Torre A Piso 17, Colonia Desarrollo Santa Fe, Delegación Álvaro Obregón C.P. 01376, México, D. F. Miembro de la Cámara Nacional de la Industria Editorial Mexicana, Reg. Núm. 736 ISBN 13: 978-607-15-0301-5 Translated from the 2nd English edition of Winning Results with Google AdWords By: Andrew Goodman Copyright © MMIX by The McGraw Hill Companies Inc. All rights reserved. ISBN: 978-0-07-149656-8 1234567890 1098765432190 Impreso en México Printed in Mexico www.FreeLibros.me Para Bill Gates www.FreeLibros.me www.FreeLibros.me Contenido PARTE I La oportunidad de la búsqueda pagada 1 ¿Qué tan grande es este mercado? El rápido crecimiento de la búsqueda pagada .................................................................................................. 3 2 Una reflexión de 21 000 millones de dólares: cómo entró Google al mercado publicitario ........................................................................... 33 PARTE II Cómo jugar el juego de AdWords 3 Los principios básicos para llegar a los clientes a través de AdWords ........................ 71 4 Configuración de grupos de anuncios ..................................................................... 115 5 La manera en que Google clasifica anuncios: subasta basada en calidad ............... 133 6 Planeación general y presentación del caso al jefe .................................................. 155 PARTE III Estrategias de nivel intermedio 7 Selección de palabras clave y subasta: aprovechamiento de las características poderosas de AdWords ................................................................. 181 8 Escritura de anuncios ganadores ............................................................................. 213 9 Expansión de la distribución de su anuncio: oportunidades y trampas ................... 245 PARTE IV Cómo ganar en el juego de AdWords: temas avanzados 10 Medición del éxito: un informe de lo “que ha cambiado” ....................................... 267 11 Incremento de las tasas de conversión en línea ....................................................... 283 12 Objetivos en línea de 1995 a 2015: inicio rápido, futuro emocionante ................... 335 Índice ....................................................................................................................... 367 vii www.FreeLibros.me www.FreeLibros.me Prefacio ......................................................... xvii Agradecimientos .................................................. xix Introducción ..................................................... xxiii PARTE I La oportunidad de la búsqueda pagada CAPÍTULO 1 ¿Qué tan grande es este mercado? El rápido crecimiento de la búsqueda pagada ..................................... 3 Diferencia entre publicidad enfocada e interrupciones excesivas ............ 4 En el principio: publicidad en internet ................................. 7 La inercia del marketing masivo: ¿por qué persisten las costumbres antiguas? ........................................ 8 El comienzo modesto pero aún así grandioso de Google .............. 9 Los hechos y las cifras del marketing de búsqueda ....................... 10 Tamaño del mercado publicitario ................................ 10 El tamaño del mercado de la publicidad en línea .................... 12 El crecimiento de la marketing de búsqueda ............................ 16 Crecimiento de usuarios en motores de búsqueda ................... 16 Tipos de marketing de búsqueda ................................. 17 ¿Por qué pagar por tráfico de búsqueda? ¿Acaso no es gratis? .............. 22 Filtrado de la pantalla, ubicación de las listas ....................... 22 Algunos anuncios son más relevantes ............................. 22 Después de la falla de “Florida”: cambios algorítmicos ............... 22 Control sobre mensajes, navegación, tiempo, exposición .............. 25 Sitios no comerciales y resultados orgánicos ....................... 26 Estrategias de búsqueda orgánica y pagada: no son mutuamente excluyentes ..................................... 27 CAPÍTULO 2 Una reflexión de 21 000 millones de dólares: cómo entró Google al mercado publicitario................................. 33 AdWords inicia ..................................................... 33 ¿Cómo hablar “el lenguaje de Google”? ............................. 34 Google responde ............................................... 35 Predecesores y competidores .......................................... 37 Predecesores más importantes en la búsqueda ........................ 37 Predecesores más importantes en búsqueda pagada .................... 44 ix www.FreeLibros.me x Contenido El crecimiento y la evolución de AdWords .............................. 50 Desafíos de la primera versión .................................. 50 Google como árbitro: complicaciones con varios accionistas ........... 52 Como influye el ADN de Google en el juego de AdWords ............. 57 PARTE II Cómo jugar el juego de AdWords CAPÍTULO 3 Los principios básicos para llegar a los clientes a través de AdWords ........ 71 A través de los ojos de los usuarios: obtenga ganancias al entender el romance de los usuarios con Google .......................... 72 ¿Las personas realmente ven los anuncios en Google? ................ 79 Por qué los usuarios aman a Google .............................. 81 Más ideas sobre la intención del usuario ........................... 83 Medible y no intrusivo: la diferencia de AdWords ........................ 84 Marketing de petición ......................................... 84 Google lo llama “marketing de retorno sobre inversión” (no “gaste y espere”) ........................................ 85 Ciclos
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