GOOGLE ADWORDS FOR DUMMIES 3RD EDITION PDF
Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. Google and AdWords are trademarks or registered trademarks of Google, Inc. All other trademarks are the property of their respective owners. John Wiley. To access the Cheat Sheet created specifically for this book, go to Google AdWords™ For Dummies®, 2nd Edition book's two bonus chapters as PDF files.
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How Does Google AdWords Work?
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Google AdWords Made Simple: A Step-by-Step Guide
Using a design for your pages that isn't consistent with the rest of your site. Simple URLs convey content information Creating descriptive categories and filenames for the documents on your website not only helps you keep your site better organized, it can create easier, "friendlier" URLs for those that want to link to your content.
Visitors may be intimidated by extremely long and cryptic URLs that contain few recognizable words. URLs like the one shown in the following image can be confusing and unfriendly. If your URL is meaningful, it can be more useful and easily understandable in different contexts. Google is good at crawling all types of URL structures, even if they're quite complex, but spending the time to make your URLs as simple as possible is a good practice.
Best Practices Use words in URLs URLs with words that are relevant to your site's content and structure are friendlier for visitors navigating your site.
Choosing generic page names like "page1. Using excessive keywords like "baseball-cards-baseball-cards-baseballcards. Create a simple directory structure Use a directory structure that organizes your content well and makes it easy for visitors to know where they're at on your site.
Try using your directory structure to indicate the type of content found at that URL. Avoid: Having deep nesting of subdirectories like " Using directory names that have no relation to the content in them. Provide one version of a URL to reach a document To prevent users from linking to one version of a URL and others linking to a different version this could split the reputation of that content between the URLs , focus on using and referring to one URL in the structure and internal linking of your pages.
If you do find that people are accessing the same content through multiple URLs, setting up a redirect 32 from non-preferred URLs to the dominant URL is a good solution for this.
Avoid: Having pages from subdomains and the root directory access the same content, for example, "domain. Optimize your content Make your site interesting and useful Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.
Users know good content when they see it and will likely want to direct other users to it. This could be through blog posts, social media services, email, forums, or other means. Organic or word-of-mouth buzz is what helps build your site's reputation with both users and Google, and it rarely comes without quality content.
And A Special Contribution From The Greatest Advertising-Genius Of All Time…
Know what your readers want and give it to them Think about the words that a user might search for to find a piece of your content.
Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic.
Anticipating these differences in search behavior and accounting for them while writing your content using a good mix of keyword phrases could produce positive results. Google Ads provides a handy Keyword Planner 34 that helps you discover new keyword variations and see the approximate search volume for each keyword. Also, Google Search Console provides you with the top search queries your site appears for and the ones that led the most users to your site in the Performance Report Consider creating a new, useful service that no other site offers.
You could also write an original piece of research, break an exciting news story, or leverage your unique user base.
Other sites may lack the resources or expertise to do these things. Best Practices Users enjoy content that is well written and easy to follow.
Avoid: Writing sloppy text with many spelling and grammatical mistakes. Awkward or poorly written content. Organize your topics clearly It's always beneficial to organize your content so that visitors have a good sense of where one content topic begins and another ends.
Breaking your content up into logical chunks or divisions helps users find the content they want faster. Avoid: Dumping large amounts of text on varying topics onto a page without paragraph, subheading, or layout separation. Create fresh, unique content New content will not only keep your existing visitor base coming back, but also bring in new visitors.
Avoid: Rehashing or even copying existing content that will bring little extra value to users. Having duplicate or near-duplicate versions of your content across your site. Learn more about duplicate content 36 Optimize content for your users, not search engines Designing your site around your visitors' needs while making sure your site is easily accessible to search engines usually produces positive results.
Avoid: Inserting numerous unnecessary keywords aimed at search engines but are annoying or nonsensical to users. Having blocks of text like "frequent misspellings used to reach this page" that add little value for users. Deceptively hiding text from users 37, but displaying it to search engines.
Act in a way that cultivates user trust Users feel comfortable visiting your site if they feel that it's trustworthy.
A site with a good reputation is trustworthy. Cultivate a reputation for expertise and trustworthiness in a specific area. Provide information about who publishes your site, provides the content, and its goals.
Shopping and other financial transaction websites should have clear and satisfying customer service information to help users resolve issues. News sites should provide clear information about who is responsible for the content. Using appropriate technologies is also important. Make expertise and authoritativeness clear Expertise and authoritativeness of a site increases its quality.
Be sure that content on your site is created or edited by people with expertise in the topic. Representing well-established consensus in pages on scientific topics is a good practice if such consensus exists. Content should be factually accurate, clearly written, and comprehensive.
So, for example, if you describe your page as a recipe, provide a complete recipe that is easy to follow, rather than just a set of ingredients or a basic description of the dish. Avoid: Providing insufficient content for the purpose of the page. Avoid distracting advertisements We expect advertisements to be visible. However, you should not let the advertisements distract users or prevent them from consuming the site content.
For example, advertisements, supplement contents, or interstitial pages pages displayed before or after the content you are expecting that make it difficult to use the website. Learn more about this topic.
Use links wisely Write good link text Link text is the visible text inside a link. This text tells users and Google something about the page you're linking to. Links on your page may be internal—pointing to other pages on your site—or external—leading to content on other sites. In either of these cases, the better your anchor text is, the easier it is for users to navigate and for Google to understand what the page you're linking to is about.
Advanced Google AdWords – 3rd Edition
With appropriate anchor text, users and search engines can easily understand what the linked pages contain. Best Practices Choose descriptive text The anchor text you use for a link should provide at least a basic idea of what the page linked to is about.
Avoid: Writing generic anchor text like "page", "article", or "click here". Using text that is off-topic or has no relation to the content of the page linked to. Using the page's URL as the anchor text in most cases, although there are certainly legitimate uses of this, such as promoting or referencing a new website's address.
Write concise text Aim for short but descriptive text-usually a few words or a short phrase. Avoid: Writing long anchor text, such as a lengthy sentence or short paragraph of text. Format links so they're easy to spot Make it easy for users to distinguish between regular text and the anchor text of your links. Your content becomes less useful if users miss the links or accidentally click them.
Avoid: Using CSS or text styling that make links look just like regular text.
Think about anchor text for internal links too You may usually think about linking in terms of pointing to outside websites, but paying more attention to the anchor text used for internal links can help users and Google navigate your site better. Avoid: Using excessively keyword-filled or lengthy anchor text just for search engines.
Creating unnecessary links that don't help with the user's navigation of the site. Be careful who you link to You can confer some of your site's reputation to another site when your site links to it. Sometimes users can take advantage of this by adding links to their own site in your comment sections or message boards. Or sometimes you might mention a site in a negative way and don't want to confer any of your reputation upon it.Google AdWords is like an auction house.
Most people are searching on Google using a mobile device. This advice also goes for other areas of your site that may involve user-generated content, such as guest books, forums, shout-boards, referrer listings, etc.
Unfortunately, getting your landing page live is only half the battle. Each of these three is important. Layer in Remarketing With RLSA Campaigns Remarketing Lists RLSAs allow you to target people that have previously been to your site, past purchasers, or audiences that have interacted with your business in one form or another is a powerful opportunity for driving lower funnel conversions and repeat purchases.
It can also help search engines understand what content the webmaster thinks is important.
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