Advanced Google AdWords Strategy

• 0% Fluff: Not another book filled with info you can easily find on the internet
• 100% Practical, advanced and unique content
• One Universal Complete Strategy: Learn how to structure, manage and optimize every AdWords account
• Data-Driven: Learn how to use data and not your instinct in your decisions.
• Comprehensive rule-based optimization strategy: Learn how to flawlessly optimize your accounts based on ROAS, step by step
• Search, Display, Gmail, Video, Remarketing, Prospecting, Dynamic Search Ads, Dynamic Remarketing, Branding, Competition campaigns explained. How to structure and optimize them
• Search Query Reports. Learn how to run one of the most powerful sources of data in your account
• Updated for the new AdWords interface
  

AdWords Workbook, Ultimate Guide to Google AdWords, Advanced Google Adwords, Google AdWords for Dummies etc... these are books to learn what AdWords is and what is capable of. They are great as your first AdWords book. My intention for this book though is to be the last AdWords book you will ever need.

Chapter 1. Account Setup

• New Account
• Existing Account

Chapter 2. Proper Campaign Settings

• Campaign Type
• Campaign Goals
• Campaign Name & Campaign Types
• Network
• Locations
• Languages
• Budget
• Bidding
• Start and end dates
• Extensions
• Ad Rotation
• Ad Schedule
• Location options
• Dynamic Search Ads (DSA) campaign settings
• Additional Settings for Display Campaigns
• Additional Settings for Video Campaigns

Chapter 3. Proper Ad Group settings

• Search Campaigns Ad Group Settings & structure
• Dynamic Search Ads (DSA) Ad group structure
• Prospecting campaign (Prsp) Ad Group Settings
• Remarketing campaign (Rmkt) Ad Group Settings
• Gmail campaign ad group settings & structure
• Video campaign & Universal App Campaign ad group settings & structure
• Dynamic Remarketing campaign ad group settings & structure

Chapter 4. Ads

• Search campaigns ads
• Display campaigns ads
• Gmail campaign ads
• Video campaign ads
• Dynamic Remarketing campaign ads

Chapter 5. The AdWords Editor

• AdWords Editor Installation & Setup
• The AdWords Editor Interface
• How to import Ad Groups and Ads on the Search Network
• How to import Ad groups in the Display Network
• How to import Keywords
• How to import Image Ads for the Display Network
• Creating/Duplicating a new campaign with AdWords Editor
• Creating/Duplicating a new Ad with AdWords Editor

Chapter 6. How we make optimizations

• ROAS vs ROI vs CPA
• What is considered a good ROAS?
• The Strategy
• Choose the level of your optimizations
• Decision Tree Technique
• Decision Tree Technique examples

Chapter 7. Bid Adjustments

• Device Bid Adjustments
• Location Bid Adjustments
• Ad Schedule Bid Adjustments

Chapter 8. Search Query Report (SQR)

• How to perform a Search Query Report

Chapter 9. The Keyword Planner

• Getting more accurate results