John Zabaras

Advanced Google AdWords Strategy John Zabaras

Learn the Universal Strategy to maximize performance on every AdWords AccountWhat is so special about this book?0% Fluff: Not another book filled with info you can easily find on the internet100% Practical, advanced and unique contentOne Universal Complete Strategy: Learn how to structure, manage and optimize every AdWords accountData-Driven: Learn how to use data and not your instinct in your decisions. Comprehensive rule-based optimization strategy: Learn how to flawlessly optimize your accounts based on ROAS, step by stepSearch, Display, Gmail, Video, Remarketing, Prospecting, Dynamic Search Ads, Dynamic Remarketing, Branding, Competition campaigns explained. How to structure and optimize themSearch Query Reports. Learn how to run one of the most powerful sources of data in your accountUpdated for the new AdWords interfaceWhat about the other AdWords books out there?

AdWords Workbook, Ultimate Guide to Google AdWords, Advanced Google Adwords, Google AdWords for Dummies etc... these are books to learn what AdWords is and what is capable of. They are great as your first AdWords book. My intention for this book though is to be the last AdWords book you will ever need.

Table of Contents

Chapter 1. Account Setup

New AccountExisting Account

Chapter 2. Proper Campaign Settings

Campaign TypeCampaign GoalsCampaign Name & Campaign TypesNetworkLocationsLanguagesBudgetBiddingStart and end datesExtensionsAd RotationAd ScheduleLocation optionsDynamic Search Ads (DSA) campaign settingsAdditional Settings for Display CampaignsAdditional Settings for Video Campaigns

Chapter 3. Proper Ad Group settings

Search Campaigns Ad Group Settings & structureDynamic Search Ads (DSA) Ad group structureProspecting campaign (Prsp) Ad Group SettingsRemarketing campaign (Rmkt) Ad Group SettingsGmail campaign ad group settings & structureVideo campaign & Universal App Campaign ad group settings & structureDynamic Remarketing campaign ad group settings & structure

Chapter 4. Ads

Search campaigns adsDisplay campaigns adsGmail campaign adsVideo campaign adsDynamic Remarketing campaign ads

Chapter 5. The AdWords Editor

AdWords Editor Installation & SetupThe AdWords Editor InterfaceHow to import Ad Groups and Ads on the Search NetworkHow to import Ad groups in the Display NetworkHow to import KeywordsHow to import Image Ads for the Display NetworkCreating/Duplicating a new campaign with AdWords EditorCreating/Duplicating a new Ad with AdWords Editor

Chapter 6. How we make optimizations

ROAS vs ROI vs CPAWhat is considered a good ROAS?The StrategyChoose the level of your optimizationsDecision Tree TechniqueDecision Tree Technique examples

Chapter 7. Bid Adjustments

Device Bid AdjustmentsLocation Bid AdjustmentsAd Schedule Bid Adjustments

Chapter 8. Search Query Report (SQR)

How to perform a Search Query Report

Chapter 9. The Keyword Planner

Getting more accurate results