Description
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.
Table of Contents
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 Programs
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