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

Spis treści książki

• Google Advertising Tools
• Preface
  • Organization
  • Assumptions
  • About the Examples
  • Conventions Used in This Book
  • Using Code Examples
  • How to Contact Us
  • Safari Enabled
  • Acknowledgments
• I. Making Money with Your Web Site
  • 1. Build It and They Will Come: Creating Popular Web Sites
    • 1.1. The Taxonomy of Success
      • 1.1.1. Funny Web Destinations
      • 1.1.2. Useful Free Services and Software
      • 1.1.3. Magazines and Newspapers
      • 1.1.4. The Blogosphere
      • 1.1.5. Practical Information: Content Sites and Niches
      • 1.1.6. E-Commerce Sites
      • 1.1.7. Great Communities
    • 1.2. Popular Sites: Using Alexa
    • 1.3. How Much Content Is Enough?
    • 1.4. Presenting Content
      • 1.4.1. Page and Site Design
      • 1.4.2. Page Size
      • 1.4.3. Separating Content from Design
      • 1.4.4. Keeping Content Fresh
      • 1.4.5. Positioning Ads
    • 1.5. Content Architecture
      • 1.5.1. Server-Side Includes
      • 1.5.2. PHP Includes
      • 1.5.3. Optimal Include Layout
    • 1.6. Action Items
  • 2. Driving Traffic to Your Site
    • 2.1. Creating a Plan and a Story
      • 2.1.1. The Elevator Pitch
      • 2.1.2. Creating a Checklist
      • 2.1.3. Naming Your Site
    • 2.2. Submitting Your Sites to Search Engines
      • 2.2.1. Important Search Engines for Submission
      • 2.2.2. Submission Tools
    • 2.3. Working with Directories
      • 2.3.1. Understanding Taxonomies
      • 2.3.2. Getting Open Directory Project Listings
      • 2.3.3. Getting Yahoo! Directory Listings
    • 2.4. Becoming Popular
      • 2.4.1. The Best Inbound Links
      • 2.4.2. Finding Sites to Make a Link Request
      • 2.4.3. Making the Link Request
        • 2.4.3.1. Finding email addresses
        • 2.4.3.2. Emails should not spam
    • 2.5. Publishing Press Releases
    • 2.6. Syndication Feeds
      • 2.6.1. Creating Feeds
      • 2.6.2. Telling the World About Your Feed
      • 2.6.3. Submitting Feeds
    • 2.7. Using Email Lists
      • 2.7.1. Newsletters
      • 2.7.2. List Administration
    • 2.8. Action Items
  • 3. Optimizing Sites for Search Engine Placement
    • 3.1. How Your Site Appears to a Bot
      • 3.1.1. Images
      • 3.1.2. Links
      • 3.1.3. File Formats
      • 3.1.4. Viewing Your Site with an All-Text Browser
    • 3.2. Excluding the Bot
      • 3.2.1. The robots.txt File
      • 3.2.2. Meta Robot Tags
    • 3.3. Meta Information
    • 3.4. Creating a Site with SEO in Mind
      • 3.4.1. Site Design Principles
      • 3.4.2. Linking
        • 3.4.2.1. Inbound links
        • 3.4.2.2. Outbound links
        • 3.4.2.3. Cross links
      • 3.4.3. Pages and Keywords
        • 3.4.3.1. Page size
        • 3.4.3.2. Choosing keywords
        • 3.4.3.3. Keyword placement
    • 3.5. Avoiding Overly Aggressive SEO Practices
      • 3.5.1. Googles Prohibitions
      • 3.5.2. Why Not to Be Overly Aggressive
    • 3.6. Action Items
  • 4. Making Money with Affiliate Programs
    • 4.1. Kinds of Ad Programs
    • 4.2. Understanding Affiliate Programs
      • 4.2.1. Mechanics of the Process
      • 4.2.2. Creatives
      • 4.2.3. Areas of Concern
        • 4.2.3.1. Amount of the commission
        • 4.2.3.2. Sales and commission tracking
        • 4.2.3.3. Merchant support of affiliate programs
        • 4.2.3.4. Matching affiliates with content
    • 4.3. Working with an Affiliate Program
      • 4.3.1. Affiliate Aggregators
        • 4.3.1.1. Commission Junction
        • 4.3.1.2. LinkShare
      • 4.3.2. The Amazon.com Associate Program
    • 4.4. Action Items
  • 5. CPC Advertising
    • 5.1. CPC Terminology
    • 5.2. Understanding Contextual Relevance
      • 5.2.1. Serving Ads
      • 5.2.2. Dollars and Cents
    • 5.3. CPC Program Vendors
    • 5.4. Placing CPC Ads on Your Site
      • 5.4.1. Signing Up
      • 5.4.2. Selecting Ad Formats
      • 5.4.3. Adding Code to Your Pages
    • 5.5. Action Items
  • 6. Profiting from Adult Sites
    • 6.1. Creating Adult Sites
      • 6.1.1. Legal Issues
        • 6.1.1.1. Adult web traffic and obscenity
        • 6.1.1.2. Children in pornography
        • 6.1.1.3. Celebrities
      • 6.1.2. Protecting the Children
      • 6.1.3. Adult Web Hosting
      • 6.1.4. Converting Traffic
        • 6.1.4.1. Instant gratification
        • 6.1.4.2. Product credibility
        • 6.1.4.3. Targeting content to traffic
      • 6.1.5. The Taxonomy of Desire
    • 6.2. Making Money with Advertising
      • 6.2.1. Types of Programs
      • 6.2.2. Payment Plans
      • 6.2.3. Webmaster Programs
      • 6.2.4. Finding Sponsors
    • 6.3. Publicizing Your Site
      • 6.3.1. Adult Directories
      • 6.3.2. Advertising Your Site
      • 6.3.3. Syndication
      • 6.3.4. Adult Press Releases
    • 6.4. Action Items
• II. Getting the Most from AdSense
  • 7. Understanding Google, AdSense, and AdWords
    • 7.1. The Syntax of a Google Query
      • 7.1.1. Google Syntax and Operators
      • 7.1.2. The Rules of Simple Search
      • 7.1.3. Effective Searching
      • 7.1.4. The Google Results Page
    • 7.2. Googles Parts
      • 7.2.1. Advanced Search
      • 7.2.2. Blogger
      • 7.2.3. Catalogs
      • 7.2.4. Code
      • 7.2.5. Directory
      • 7.2.6. Froogle
      • 7.2.7. Local
      • 7.2.8. Personalize Your Home Page
      • 7.2.9. Print
      • 7.2.10. Scholar
    • 7.3. Automated Ad Brokering: AdSense and AdWords
    • 7.4. Action Items
  • 8. Working with AdSense
    • 8.1. Applying for an AdSense Account
    • 8.2. Setting Account Options
      • 8.2.1. Ad Type Preference
      • 8.2.2. Filing Tax Information
      • 8.2.3. Reviewing Payment History
    • 8.3. AdSense Content and AdSense Search
    • 8.4. AdSense Ad Settings
      • 8.4.1. Getting Ad Layout Code
        • 8.4.1.1. Ad type
        • 8.4.1.2. Ad layout
        • 8.4.1.3. Color palettes
        • 8.4.1.4. Alternate URL or color
        • 8.4.1.5. Selecting a channel
        • 8.4.1.6. Putting the ad on a frame
      • 8.4.2. Grabbing the Code
        • 8.4.2.1. Ad unit example
        • 8.4.2.2. Link unit example
      • 8.4.3. Custom Ad Colors
      • 8.4.4. Using Channels
      • 8.4.5. Applying Competitive Filters
    • 8.5. AdSense Search Settings
      • 8.5.1. Web Search Boxes
      • 8.5.2. Site Search Boxes
      • 8.5.3. Getting Simple Search Code
      • 8.5.4. Working with Search Styles
    • 8.6. Action Items
  • 9. Making Sense of AdSense
    • 9.1. Ad Performance
      • 9.1.1. Running Reports
        • 9.1.1.1. Choosing a date range
        • 9.1.1.2. Page or unit impressions
        • 9.1.1.3. Aggregate versus channel data
      • 9.1.2. Statistics
      • 9.1.3. Downloading a CSV File
    • 9.2. Search Performance
    • 9.3. Your Earnings
    • 9.4. Tools Beyond AdSense for Tracking
      • 9.4.1. Listening to Web Logs
      • 9.4.2. Web Analytic Software
    • 9.5. Action Items
• III. Working with AdWords
  • 10. Using AdWords
    • 10.1. Signing up for an Account
      • 10.1.1. Targeting Customers
        • 10.1.1.1. Global and national targeting
        • 10.1.1.2. Regional and city targeting
        • 10.1.1.3. Custom geographic targeting
      • 10.1.2. Creating an Ad
      • 10.1.3. Crafting an Ad
      • 10.1.4. Choosing Keywords
      • 10.1.5. Setting Pricing
      • 10.1.6. Reviewing Your Account
      • 10.1.7. Signing Up
      • 10.1.8. Providing Payment Information and Activating Your Account
    • 10.2. Creating and Editing Ad Campaigns
      • 10.2.1. Creating a New Campaign
      • 10.2.2. Editing Campaign Settings
        • 10.2.2.1. Pausing, resuming, and deleting an ad campaign
        • 10.2.2.2. The campaign summary
    • 10.3. Ad Groups
      • 10.3.1. Creating a New Ad Group
      • 10.3.2. Editing an Ad Group
      • 10.3.3. Creating an Image Ad
    • 10.4. Site Targeting
      • 10.4.1. Enabling Site Targeting
      • 10.4.2. Creating a Site-Targeted Campaign
    • 10.5. Getting a Client Manager Account
    • 10.6. Action Items
  • 11. Improving Campaign and Ad Group Performance
    • 11.1. Monitoring Your AdWords Activity
      • 11.1.1. Understanding Your Campaign Summary
      • 11.1.2. Drilling Down into a Campaign
      • 11.1.3. Understanding Ad Group Performance
        • 11.1.3.1. Search and content results
        • 11.1.3.2. Individual keyword results
        • 11.1.3.3. Keyword status
      • 11.1.4. Using the Ads Diagnostic Tool
    • 11.2. Optimizing Your Ads
      • 11.2.1. Keyword Tool
      • 11.2.2. Estimating Traffic
    • 11.3. Modifying Your Campaigns
      • 11.3.1. Editing Maximum CPC
      • 11.3.2. Changing Keyword Matching Options
      • 11.3.3. Editing Ad Text
      • 11.3.4. Changing Keywords
    • 11.4. Action Items
  • 12. AdWords Reporting and Conversion Tracking
    • 12.1. Using AdWords Reports
      • 12.1.1. Kinds of Reports
      • 12.1.2. Creating a Site / Keyword Report
      • 12.1.3. Downloading Reports
      • 12.1.4. Scheduling a Report
      • 12.1.5. Creating a Custom Report
    • 12.2. Working with Conversion Tracking
      • 12.2.1. Understanding Conversion Tracking
      • 12.2.2. Tracking PayPal Purchases
        • 12.2.2.1. Setting up a new PayPal button
        • 12.2.2.2. Modifying an existing PayPal button
      • 12.2.3. Tracking Visitors to a Crucial Page
      • 12.2.4. Cross-Channel Conversion Tracking
    • 12.3. Action Items
• IV. Using the AdWords APIs
  • 13. Understanding the AdWords API
    • 13.1. Introducing the AdWords API
      • 13.1.1. The Ecosystem of Google APIs
      • 13.1.2. Who Can Best Benefit from the AdWords API?
    • 13.2. Working with the AdWords API Web Service
      • 13.2.1. The AdWords API WSDL Files
      • 13.2.2. SOAP
      • 13.2.3. Choosing a Programming Language
    • 13.3. The AdWords API Services
    • 13.4. Signing up for a Developer Token
      • 13.4.1. Accessing Your Own My Client Center
      • 13.4.2. Getting Your AdWords API Developer Token
      • 13.4.3. AdWords API Quotas and Usage
    • 13.5. Action Items
  • 14. Programming the AdWords API
    • 14.1. Using the AdWords API with PHP
      • 14.1.1. SOAP Libraries for PHP
      • 14.1.2. Downloading and Installing NuSOAP
    • 14.2. Creating the Campaign Web Service Client
      • 14.2.1. The General Pattern
      • 14.2.2. Creating the Authentication Headers
      • 14.2.3. Connecting to the WSDL File and Creating a Client Object
      • 14.2.4. Setting the Authentication Headers for the Clients
    • 14.3. Creating a Campaign
      • 14.3.1. Campaign Settings
      • 14.3.2. Adding the Campaign
      • 14.3.3. Handling Errors
      • 14.3.4. Getting the Campaign ID
    • 14.4. Creating an AdGroup
      • 14.4.1. Creating a Client Object and Setting Headers
      • 14.4.2. Creating the AdGroup
      • 14.4.3. Getting the AdGroup ID
    • 14.5. Adding an Ad
      • 14.5.1. Creating a Client Object and Setting Headers
      • 14.5.2. Generating the Creative and Making the Request
    • 14.6. Adding Keywords
      • 14.6.1. Creating a Client Object and Setting Headers
      • 14.6.2. Stringing Together the Keywords
      • 14.6.3. Making the Request
    • 14.7. Verifying Your Creation
    • 14.8. Action Items
  • 15. Navigating the AdWords Objects Hierarchy
    • 15.1. Working with the AdWords API Web Services
      • 15.1.1. Drilling Down
      • 15.1.2. Adding Web References
      • 15.1.3. Creating Objects Using the Proxy Classes
    • 15.2. Creating Authentication Information
    • 15.3. Iterating Through the AdWords Hierarchy
      • 15.3.1. Displaying Campaign Information
      • 15.3.2. Displaying AdGroup Information
      • 15.3.3. Showing Keywords Associated with an Ad
      • 15.3.4. Displaying Results
    • 15.4. Action Items
  • 16. Keyword Estimation
    • 16.1. KeywordEstimatorService Messages and Responses
    • 16.2. Keyword Requests and Estimates
      • 16.2.1. The Request Object
      • 16.2.2. The Response Object
    • 16.3. Getting User Information
      • 16.3.1. Obtaining Authentication Headers
      • 16.3.2. Getting a Keyword and Maximum CPC
    • 16.4. Returning the Keyword Estimate
      • 16.4.1. Creating a Service Object
      • 16.4.2. Using the Header Information for Authentication
      • 16.4.3. Constructing the Keyword Request
      • 16.4.4. Send a Request Message
      • 16.4.5. Displaying Information Using the Keyword Estimate
    • 16.5. Action Items
• Glossary
• Index
• Index
• About the Author
• Colophon
• Copyright

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