Google Ads

Well-chosen keywords guarantee high quality adverts. Our author will show you everything you need to know to plan an effective ads campaign, teaching you important principles right from the start: Correct account structure, optimal bidding strategy or the right choice of network. Graphics and screenshots help you to find your way around the Live AdWords account. As Google Ads is now used in complex interaction with many other Google products, the book also includes performance measurement tools (Analytics and Website Optimiser) and Google AdWords Express for the regional market. Two key areas are display marketing (banner advertising) and mobile marketing. The current edition includes all important innovations from design to Performance Max campaigns and shows you the new possibilities through the use of AI.

From the content:

Search engine marketing (SEM)
Keywords
Navigation in the Ads account
Display campaigns
Google Ads goes mobile
Google Ads advertising strategies
Google Ads tools
Conversion tracking
Google Analytics
Optimise Google Ads
The customer centre - MCC
Performance Max campaigns
Use of AI.