Wiley Google AdWords For Dummies, 3rd Edition 978-1-1181-1561-9 Manual De Usuario
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978-1-1181-1561-9
12
Part I: Becoming a Google Advertiser
AdWords gives you the ability to conduct hundreds of thousands of dollars
of market research for less than the cost of a one-way ticket from Durham to
Denver. And in less time than it takes to do five one-arm pushups. (Okay, so
maybe that’s not saying much.) AdWords can help you test and improve your
website and e-mail strategy to squeeze additional profits out of every step
in your sales process. It can provide a steady stream of qualified leads and
sales for predictable costs. But AdWords can also be a huge sinkhole of cash
for the advertiser who doesn’t understand it. We wrote this book to arm you
with the mindsets, strategies, and tactics to keep you from ever becoming an
AdWords victim.
of market research for less than the cost of a one-way ticket from Durham to
Denver. And in less time than it takes to do five one-arm pushups. (Okay, so
maybe that’s not saying much.) AdWords can help you test and improve your
website and e-mail strategy to squeeze additional profits out of every step
in your sales process. It can provide a steady stream of qualified leads and
sales for predictable costs. But AdWords can also be a huge sinkhole of cash
for the advertiser who doesn’t understand it. We wrote this book to arm you
with the mindsets, strategies, and tactics to keep you from ever becoming an
AdWords victim.
Introducing AdWords
The Google search engine, found at www.google.com, processes hundreds
of millions of searches per day. Every one of those searches represents a
human being trying to solve a problem or satisfy an itch through finding the
right information on the World Wide Web. The AdWords program allows
advertisers to purchase text and links on the Google results page, which is
the page the searcher sees after entering a word or phrase and then clicking
the Google Search button.
of millions of searches per day. Every one of those searches represents a
human being trying to solve a problem or satisfy an itch through finding the
right information on the World Wide Web. The AdWords program allows
advertisers to purchase text and links on the Google results page, which is
the page the searcher sees after entering a word or phrase and then clicking
the Google Search button.
You pay for the ad only when someone clicks it and visits your website. The
amount you pay for each visitor can be as low as one penny or as high as
$80, depending on the quality of your ad, your website, and the competitive-
ness of the market defined by the word or phrase (known as a keyword, even
though it may be several words long) typed by the visitor.
amount you pay for each visitor can be as low as one penny or as high as
$80, depending on the quality of your ad, your website, and the competitive-
ness of the market defined by the word or phrase (known as a keyword, even
though it may be several words long) typed by the visitor.
The typical text ad on the results page consists of four lines and up to 130
characters (see Figure 1-1 for an example ad):
characters (see Figure 1-1 for an example ad):
✓
Line 1: Blue underlined hyperlinked headline of up to 25 characters
✓
Line 2: Green display URL of up to 35 characters
✓
Line 3: Black description line 1 of up to 35 characters
✓
Line 4: Black description line 2 of up to 35 characters
Figure 1-1:
This
AdWords
ad targets
people
interested
in barefoot
running.
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