View Larger Image	Harold Davis O'Reilly Media, Paperback, Published January 2006, 352 pages, ISBN 0596101082
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When it comes to advertising on the web, you just can't argue with the numbers. A $7 billion market today is expected to grow to $18.9 billion by 2010. Jupiter Research also estimates that search advertising will be a larger share of the market than display advertising by 2010. These phenomenal numbers are due largely to Google, which has changed the way the world publishes content - and advertises.

Google Advertising Tools from O'Reilly examines the business and technology behind making money with content and advertising on the web. This focused, easy-to-read guide shows you how to use Google's advertising services to make it happen. You'll find all the background information you need to work with Google AdSense, which automatically delivers text and image ads that are precisely targeted to your site, and Google AdWords, which lets you generate text ads that accompany specific search term results.

This book has specific and detailed sections on:

• Turning your web site into a profit center with AdSense
• Making sense of AdSense metrics
• Driving traffic to your site
• Optimizing sites for search engine placement
• Working with AdWords campaigns, auctions, and reports
• Managing campaigns dynamically using the AdWords APIs

Once you've read all four parts, you'll have a comprehensive picture of how advertising works on the web and how you can use the Google advertising programs to your advantage.

Table of Contents

Preface

Part I. Making Money with Your Web Site

1. Build It and They Will Come: Creating Popular Web Sites
     The Taxonomy of Success
     Popular Sites: Using Alexa
     How Much Content Is Enough?
     Presenting Content
     Content Architecture
     Action Items

2. Driving Traffic to Your Site
     Creating a Plan and a Story
     Submitting Your Sites to Search Engines
     Working with Directories
     Becoming Popular
     Publishing Press Releases
     Syndication Feeds
     Using Email Lists
     Action Items

3. Optimizing Sites for Search Engine Placement
     How Your Site Appears to a Bot
     Excluding the Bot
     Meta Information
     Creating a Site with SEO in Mind
     Avoiding Overly Aggressive SEO Practices
     Action Items

4. Making Money with Affiliate Programs
     Kinds of Ad Programs
     Understanding Affiliate Programs
     Working with an Affiliate Program
     Action Items

5. CPC Advertising
     CPC Terminology
     Understanding Contextual Relevance
     CPC Program Vendors
     Placing CPC Ads on Your Site
     Action Items

6. Profiting from Adult Sites
     Creating Adult Sites
     Making Money with Advertising
     Publicizing Your Site
     Action Items

Part II. Getting the Most from AdSense

7. Understanding Google, AdSense, and AdWords
     The Syntax of a Google Query
     Google's Parts
     Automated Ad Brokering: AdSense and AdWords
     Action Items

8. Working with AdSense
     Applying for an AdSense Account
     Setting Account Options
     AdSense Content and AdSense Search
     AdSense Ad Settings
     AdSense Search Settings
     Action Items

9. Making Sense of AdSense
     Ad Performance
     Search Performance
     Your Earnings
     Tools Beyond AdSense for Tracking
     Action Items

Part III. Working with AdWords

10. Using AdWords
     Signing up for an Account
     Creating and Editing Ad Campaigns
     Ad Groups
     Site Targeting
     Getting a Client Manager Account
     Action Items

11. Improving Campaign and Ad Group Performance
     Monitoring Your AdWords Activity
     Optimizing Your Ads
     Modifying Your Campaigns
     Action Items

12. AdWords Reporting and Conversion Tracking
     Using AdWords Reports
     Working with Conversion Tracking
     Action Items

Part IV. Using the AdWords APIs

13. Understanding the AdWords API
     Introducing the AdWords API
     Working with the AdWords API Web Service
     The AdWords API Services
     Signing up for a Developer Token
     Action Items

14. Programming the AdWords API
     Using the AdWords API with PHP
     Creating the Campaign Web Service Client
     Creating a Campaign
     Creating an AdGroup
     Adding an Ad
     Adding Keywords
     Verifying Your Creation
     Action Items

15. Navigating the AdWords Objects Hierarchy
     Working with the AdWords API Web Services
     Creating Authentication Information
     Iterating Through the AdWords Hierarchy
     Action Items

16. Keyword Estimation
     KeywordEstimatorService Messages and Responses
     Keyword Requests and Estimates
     Getting User Information
     Returning the Keyword Estimate
     Action Items

Glossary

Index

About the Author

Harold Davis is a strategic technology consultant, hands-on programmer, and the author of many well-known books. He is a popular speaker at trade shows and conventions, giving presentations on topics ranging from digital photography through wireless networking, web services, and programming methodologies.

His books on programming and technology topics include: Building Research Tools For Google for Dummies (Wiley), Digital Photography Field Guide (Wiley), Absolute Beginner’s Guide to Wi-Fi (Que), Learn How to Program Using Any Web Browser (Apress), Red Hat Linux 9: Visual QuickPro Guide (Peachpit Press), Visual Basic .NET: Visual QuickStart Guide (Peachpit Press), and many other titles.

He has earned a Bachelors Degree in Computer Science and Mathematics from New York University and a Juris Doctorate from Rutgers Law School, where he was a member of the law review.

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