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O'reilly Pub Date: January 2006 Print ISBN-10: 0-596-10108-2 Print ISBN-13: 978-0-59-610108-4 Pages: 366 This document was created by an unregistered ChmMagic, please go to http://www.bisenter.com to register it. Thanks. Google Advertising Tools By Harold Davis ............................................... Publisher: O'Reilly Pub Date: January 2006 Print ISBN-10: 0-596-10108-2 Print ISBN-13: 978-0-59-610108-4 Pages: 366 Table of Contents | Index 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 Working with AdWords campaigns, auctions, and reports 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. This document was created by an unregistered ChmMagic, please go to http://www.bisenter.com to register it. Thanks. Google Advertising Tools By Harold Davis ............................................... Publisher: O'Reilly Pub Date: January 2006 Print ISBN-10: 0-596-10108-2 Print ISBN-13: 978-0-59-610108-4 Pages: 366 Table of Contents | Index Copyright Organization Assumptions About the Examples Conventions Used in This Book Using Code Examples How to Contact Us Safari Enabled Acknowledgments Part I: Making Money with Your Web Site Chapter 1. Build It and They Will Come: Creating Popular Web Sites Section 1.1. The Taxonomy of Success Section 1.2. Popular Sites: Using Alexa Section 1.3. How Much Content Is Enough? Section 1.4. Presenting Content Section 1.5. Content Architecture Section 1.6. Action Items Chapter 2. Driving Traffic to Your Site Section 2.1. Creating a Plan and a Story Section 2.2. Submitting Your Sites to Search Engines Section 2.3. Working with Directories Section 2.4. Becoming Popular Section 2.5. Publishing Press Releases Section 2.6. Syndication Feeds Section 2.7. Using Email Lists Section 2.8. Action Items Chapter 3. Optimizing Sites for Search Engine Placement Section 3.1. How Your Site Appears to a Bot Section 3.2. Excluding the Bot Section 3.3. Meta Information Section 3.4. Creating a Site with SEO in Mind Section 3.5. Avoiding Overly Aggressive SEO Practices Section 3.6. Action Items Chapter 4. Making Money with Affiliate Programs Section 4.1. Kinds of Ad Programs Section 4.2. Understanding Affiliate Programs Section 4.3. Working with an Affiliate Program Section 4.4. Action Items This document was created by an unregistered ChmMagic, please go to http://www.bisenter.com to register it. Thanks. Chapter 5. CPC Advertising Section 5.1. CPC Terminology Section 5.2. Understanding Contextual Relevance Section 5.3. CPC Program Vendors Section 5.4. Placing CPC Ads on Your Site Section 5.5. Action Items Chapter 6. Profiting from Adult Sites Section 6.1. Creating Adult Sites Section 6.2. Making Money with Advertising Section 6.3. Publicizing Your Site Section 6.4. Action Items Part II: Getting the Most from AdSense Chapter 7. Understanding Google, AdSense, and AdWords Section 7.1. The Syntax of a Google Query Section 7.2. Google's Parts Section 7.3. Automated Ad Brokering: AdSense and AdWords Section 7.4. Action Items Chapter 8. Working with AdSense Section 8.1. Applying for an AdSense Account Section 8.2. Setting Account Options Section 8.3. AdSense Content and AdSense Search Section 8.4. AdSense Ad Settings Section 8.5. AdSense Search Settings Section 8.6. Action Items Chapter 9. Making Sense of AdSense Section 9.1. Ad Performance Section 9.2. Search Performance Section 9.3. Your Earnings Section 9.4. Tools Beyond AdSense for Tracking Section 9.5. Action Items Part III: Working with AdWords Chapter 10. Using AdWords Section 10.1. Signing up for an Account Section 10.2. Creating and Editing Ad Campaigns Section 10.3. Ad Groups Section 10.4. Site Targeting Section 10.5. Getting a Client Manager Account Section 10.6. Action Items Chapter 11. Improving Campaign and Ad Group Performance Section 11.1. Monitoring Your AdWords Activity Section 11.2. Optimizing Your Ads Section 11.3. Modifying Your Campaigns Section 11.4. Action Items Chapter 12. AdWords Reporting and Conversion Tracking Section 12.1. Using AdWords Reports Section 12.2. Working with Conversion Tracking Section 12.3. Action Items Part IV: Using the AdWords APIs Chapter 13. Understanding the AdWords API Section 13.1. Introducing the AdWords API Section 13.2. Working with the AdWords API Web Service Section 13.3. The AdWords API Services This document was created by an unregistered ChmMagic, please go to http://www.bisenter.com to register it. Thanks. Section 13.4. Signing up for a Developer Token Section 13.5. Action Items Chapter 14. Programming the AdWords API Section 14.1. Using the AdWords API with PHP Section 14.2. Creating the Campaign Web Service Client Section 14.3. Creating a Campaign Section 14.4. Creating an AdGroup Section 14.5. Adding an Ad Section 14.6. Adding Keywords Section 14.7. Verifying Your Creation Section 14.8. Action Items Chapter 15. Navigating the AdWords Objects Hierarchy Section 15.1. Working with the AdWords API Web Services Section 15.2. Creating Authentication Information Section 15.3. Iterating Through the AdWords Hierarchy Section 15.4. Action Items Chapter 16. Keyword Estimation Section 16.1. KeywordEstimatorService Messages and Responses Section 16.2. Keyword Requests and Estimates Section 16.3. Getting User Information Section 16.4. Returning the Keyword Estimate Section 16.5. Action Items Glossary About the Author Colophon Index This document was created by an unregistered ChmMagic, please go to http://www.bisenter.com to register it. Thanks. Google Advertising Tools by Harold Davis Copyright © 2006 O'Reilly Media, Inc. All rights reserved. Printed in the United States of America. Published by O'Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472. O'Reilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles (safari.oreilly.com). For more information, contact our corporate/institutional sales department: (800) 998-9938 or [email protected]. Editor: Brett McLaughlin Production Editor: Adam Witwer Production Services: Pre-Press Company, Inc. Cover Designer: Karen Montgomery Interior Designer: David Futato Illustrators: Robert Romano, Jessamyn Read, and Lesley Borash Printing History: January 2006: First Edition. Nutshell Handbook, the Nutshell Handbook logo, and the O'Reilly logo are registered trademarks of O'Reilly Media, Inc. Google Advertising Tools, the image of a capuchin monkey, and related trade dress are trademarks of O'Reilly Media, Inc. Google, PageRank, AdSense, AdWords, Gmail, and I'm Feeling Lucky are trademarks of Google Technology, Inc. Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and O'Reilly Media, Inc. was aware of a trademark claim, the designations have been printed in caps or initial caps. While every precaution has been taken in the preparation of this book, the publisher and authors assume no responsibility for errors or omissions, or for damages resulting from the use of the information contained herein. ISBN: 0-596-10108-2 [M] This document was created by an unregistered ChmMagic, please go to http://www.bisenter.com to register it. Thanks. Organization This book is organized into four parts, with each part containing several 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 Your Web Site, explains how to make money from a content-based web site, 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, Getting the Most from AdSense, 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, 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% of users of the Internet. Part IV, Using the AdWords APIs, is written for programmers who are interested in writing applications that take advantage of the Google AdWords API web services. This part explains what these web services are and how to write code that interacts with them. If you read all four 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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