Google Advertising Tools: Cashing in with AdSense, AdWords, and the Google APIs by Harold Davis

From Barnes & Noble

The Barnes & Noble Review
Google’s AdSense and AdWords tools can be powerful moneymakers. But the "nuts and bolts" of using them can be daunting. (What do all those reports mean, for instance?) Google Advertising Tools walks you step-by-step through the entire process of cashing in on AdSense and AdWords.

If you merely sign up for Google’s programs without preparation, you’re already at a disadvantage. So this book opens with a primer on getting your site ready to profit from Google advertising. What makes a popular site? How much content is enough? How do you make your site a valuable destination for advertisers? How do you improve search engine placement without using dishonest tactics that’ll get you blacklisted? How, exactly, does cost-per-click advertising work?

Harold Davis walks you through applying for your AdSense account; choosing ad sizes, colors, and page placement locations; getting Google’s ad layout code, and integrating it into your pages. You’ll learn how to filter your advertising so competitors’ ads never appear on your site. And, once you’ve done all that, there’s a full chapter on assessing ad performance.

Davis next turns to AdWords, demystifying its jargon, and helping you craft ads that work -- and survive Google’s often-confusing editorial guidelines. You’ll find much-needed help with improving campaign performance: monitoring activity; using Google’s Ad Diagnostic Tool; tweaking keywords and maximum CPC, and more. There’s a solid introduction to conversion tracking, including detailed technical guidance on tracking PayPal purchases.

Speaking of technical guidance, Davis also presents a code-rich introduction to the AdWords API. Master Google’s API, and you can customize web services for managing even the most complex campaigns. Bill Camarda, from the March 2006 Read Only

From the Publisher

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.

Product Details

• ISBN: 0596101082
  
• ISBN-13: 9780596101084
• Format: Paperback, 353pp
• Publisher: O'Reilly Media, Incorporated
• Pub. Date: January 2006
• Sales Rank: 81,541

• Table of Contents

Table of Contents