Pay Per Click advertising - How Google changed advertising and how to master AdWords

This book is both an introduction to Pay Per Click advertising, as well as a guide on how to set-up Google AdWords and Facebook Ads accounts and make the most of them. From creating and structuring your account, to picking keywords and writing adverts, this book covers everything you need to know about the set-up process, on-going management and the many advanced options available to advertisers. Written by an internet marketer with over 10 years experience, with assistance from a full-time PPC specialist, this book offers an easy-to-understand look at this complex subject.

About the Authors

1 Introduction

2 What is Pay Per Click advertising?
How Pay Per Click works
What are Pay Per Click ads used for?
Pay Per Click terminology

3 A Brief History of Pay Per Click

4 Why Pay Per Click is so popular

5 Getting started with Google AdWords
5.1 Campaigns
5.2 Ad groups and adverts
5.3 Keywords
5.4 Bidding

6 Managing and improving Google AdWords
6.1 Split testing adverts
6.2 Geo-targeting
6.3 Ad extensions
6.4 Dynamic Keyword Insertion
6.5 Managing negative keywords
6.6 The Display Network
6.7 Automated rules
6.8 Analysing and reporting
6.9 Website landing pages

7 Getting started with Facebook Ads
7.2 Targeting
7.3 Pricing
7.4 Some basic optimisation tips
7.5 How others are using Facebook Ads

Gareth Morgan

Gareth has been involved in internet marketing for nearly 10 years and has promoted hundreds of websites. In 2008, he set up Liberty, an online marketing agency based in Cardiff, South Wales. The business has grown to become one of the largest specialist internet marketing agencies in the UK.

www.libertymarketing.co.uk

Every month, Liberty helps over 100 businesses and organisations from across the globe get traffic to their websites. The company offers Pay Per Click advertising management, organic Search Engine Optimisation (SEO), website copywriting and social media marketing services.

Gareth is regularly invited to speak about internet marketing at industry events and has presented to hundreds of business owners and marketing professionals on topics ranging from setting up AdWords to developing content strategies.

Gareth is a qualified Google AdWords Advertising Professional and Microsoft adCenter Accredited Professional.

Outside of work, Gareth is a keen golfer and car enthusiast who likes to travel and watch live rock music.

Chris Gurner

Having started his career as a digital marketer with one of the largest financial companies in the UK, Chris then moved to Liberty where he now heads up the Pay Per Click team.

Chris specialises in online paid advertising, end-to-end customer journeys, tracking and using data to develop areas for growth.

Chris is a qualified Google AdWords Advertising Professional and Microsoft adCenter Accredited Professional.

When he’s not working or writing, Chris enjoys playing acoustic guitar, improving his culinary skills and trying his hand at mountain climbing.