Synopses & Reviews
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.
A practical book for technically inclined people, Google Advertising Tools explains the business and technology behind making money with content and advertising on the Web, particularly with Google advertising services. Readers will find all the background information they need to understand and work with both AdSense, which automatically delivers text and image ads that are precisely targeted to their site, and AdWords, which enables them to generate text ads that accompany specific search term results.
With this book, readers will learn how to build a site that can derive revenue from AdSense, how to drive traffic to that site, and how to improve the site's search engine placement. There's plenty of detail on generating automatic keyword, ad text, URL, and custom reports. Readers also learn how to create effective contextual ads with AdWords, ways to create advertising applications with the AdWords APIs, and how to integrate AdWords data with databases, such as inventory systems.
About the Author
Harold Davis is a strategic technology consultant, hands-on programmer, and author of many well-known books. He's also a popular speaker at trade shows and conventions, giving presentations on topics ranging from digital photography to wireless networking, web services, and programming methodologies. Books include: "Building Research Tools For Google for Dummies" (Wiley), "Learn How to Program Using Any Web Browser" (Apress), "Red Hat Linux 9: Visual QuickPro Guide", and "Visual Basic .NET: Visual QuickStart Guide" (both Peachpit Press). Harold has served as a consultant for investment funds, technology companies, and Fortune 500 corporations. In recent years, he has been VP of Strategic Development at YellowGiant Corporation, a company providing infrastructure for Internet marketing, Chief Technology Officer at a CRM analytics startup, a Technical Director at Vignette Corporation, a leader in customer-centric content management, and a Principal in the enterprise consulting practice at Informix Software.
Table of Contents
Preface; 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; 1.1 The Taxonomy of Success; 1.2 Popular Sites: Using Alexa; 1.3 How Much Content Is Enough?; 1.4 Presenting Content; 1.5 Content Architecture; 1.6 Action Items; Chapter 2: Driving Traffic to Your Site; 2.1 Creating a Plan and a Story; 2.2 Submitting Your Sites to Search Engines; 2.3 Working with Directories; 2.4 Becoming Popular; 2.5 Publishing Press Releases; 2.6 Syndication Feeds; 2.7 Using Email Lists; 2.8 Action Items; Chapter 3: Optimizing Sites for Search Engine Placement; 3.1 How Your Site Appears to a Bot; 3.2 Excluding the Bot; 3.3 Meta Information; 3.4 Creating a Site with SEO in Mind; 3.5 Avoiding Overly Aggressive SEO Practices; 3.6 Action Items; Chapter 4: Making Money with Affiliate Programs; 4.1 Kinds of Ad Programs; 4.2 Understanding Affiliate Programs; 4.3 Working with an Affiliate Program; 4.4 Action Items; Chapter 5: CPC Advertising; 5.1 CPC Terminology; 5.2 Understanding Contextual Relevance; 5.3 CPC Program Vendors; 5.4 Placing CPC Ads on Your Site; 5.5 Action Items; Chapter 6: Profiting from Adult Sites; 6.1 Creating Adult Sites; 6.2 Making Money with Advertising; 6.3 Publicizing Your Site; 6.4 Action Items; Part II: Getting the Most from AdSense; Chapter 7: Understanding Google, AdSense, and AdWords; 7.1 The Syntax of a Google Query; 7.2 Google's Parts; 7.3 Automated Ad Brokering: AdSense and AdWords; 7.4 Action Items; Chapter 8: Working with AdSense; 8.1 Applying for an AdSense Account; 8.2 Setting Account Options; 8.3 AdSense Content and AdSense Search; 8.4 AdSense Ad Settings; 8.5 AdSense Search Settings; 8.6 Action Items; Chapter 9: Making Sense of AdSense; 9.1 Ad Performance; 9.2 Search Performance; 9.3 Your Earnings; 9.4 Tools Beyond AdSense for Tracking; 9.5 Action Items; Part III: Working with AdWords; Chapter 10: Using AdWords; 10.1 Signing up for an Account; 10.2 Creating and Editing Ad Campaigns; 10.3 Ad Groups; 10.4 Site Targeting; 10.5 Getting a Client Manager Account; 10.6 Action Items; Chapter 11: Improving Campaign and Ad Group Performance; 11.1 Monitoring Your AdWords Activity; 11.2 Optimizing Your Ads; 11.3 Modifying Your Campaigns; 11.4 Action Items; Chapter 12: AdWords Reporting and Conversion Tracking; 12.1 Using AdWords Reports; 12.2 Working with Conversion Tracking; 12.3 Action Items; Part IV: Using the AdWords APIs; Chapter 13: Understanding the AdWords API; 13.1 Introducing the AdWords API; 13.2 Working with the AdWords API Web Service; 13.3 The AdWords API Services; 13.4 Signing up for a Developer Token; 13.5 Action Items; Chapter 14: Programming the AdWords API; 14.1 Using the AdWords API with PHP; 14.2 Creating the Campaign Web Service Client; 14.3 Creating a Campaign; 14.4 Creating an AdGroup; 14.5 Adding an Ad; 14.6 Adding Keywords; 14.7 Verifying Your Creation; 14.8 Action Items; Chapter 15: Navigating the AdWords Objects Hierarchy; 15.1 Working with the AdWords API Web Services; 15.2 Creating Authentication Information; 15.3 Iterating Through the AdWords Hierarchy; 15.4 Action Items; Chapter 16: Keyword Estimation; 16.1 KeywordEstimatorService Messages and Responses; 16.2 Keyword Requests and Estimates; 16.3 Getting User Information; 16.4 Returning the Keyword Estimate; 16.5 Action Items; Glossary; Colophon;