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

With this book, you'll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money. You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website. Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don't, and why. Google's ad programs can help any business with a web presence, and this guide explains precisely how to use them. * Learn how to create effective campaign plans for your website * Understand the PageRank algorithm, Search Engine Optimization (SEO), and Search Engine Marketing (SEM) * Drive traffic to your website and make money as an advertising host * Add AdSense code and Google search to your site * Learn how content, search, and referral ads perform * Create and edit AdWord campaigns * Monitor AdWords activity and improve your campaign's performance Harold Davis is the author of more than thirty books on a wide range of topics from art and photography to computer programming and the Internet. He has been a professional photographer, lawyer, software developer, enterprise consultant, and the chief technology officer for an Internet startup. Preface Part I: Making Money with a Website Chapter 1: Creating Successful Websites Chapter 2: Creating Effective Marketing Plans Chapter 3: Driving Traffic to a Website Chapter 4: Nuts and Bolts of SEO Chapter 5: Making Money with Affiliate Programs Chapter 6: Making Money by Hosting Advertising Chapter 7: Understanding the Google Behemoth Part II: Cashing in with AdSense Chapter 8: Working with AdSense Chapter 9: Making Sense of AdSense Part III: Working with AdWords Chapter 10: Using AdWords Chapter 11: Improving Performance Chapter 12: The Zen of AdWords Chapter 13: Advanced Performance Monitoring Chapter 14: AdWords beyond CPC Colophon