Advanced Google Adwords: 3rd edition - 5 July 2014

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15:04 Advanced Google Adwords: 3rd edition
Chapter 1. Understanding Search Theory The Origins of Google AdWords The Psychology of Search Goal Alignment: Google vs. You vs. the Searcher Best Practices for Applying Search Theory Chapter 2. Performing Keyword Research Understanding the Buying Funnel Understanding Keywords Discerning Keyword Match Types Using Negative Match Using Advanced Organizational Techniques Taking Control of Your Ad Display Best Practices for Conducting Keyword Research Chapter 3. Keyword Tools: Extracting Valuable Data from Google AdWords Keyword Planner Google Trends Bing Ads Intelligence Best Practices for Using Keyword Tools Chapter 4. Writing Compelling Ads Do Your Ads Reflect the Search Query? Writing Effective Ads Following Google’s Editorial Guidelines Developing Unique Selling Propositions Distinguishing Features and Benefits Employing Themes That Get Clicks Controlling Your Mobile Ads Spicing Up Your Ads with Ad Extensions Showcasing Your Products with PLAs Following the Law: Trademarks The Quest for the Holy Grail of Advertising Best Practices for Writing Compelling Ads
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