Looking for help with your Google AdWords? Want a how-to guide to help you optimize your paid search return on investment? Look no further!

We are thrilled to announce the upcoming publication of O’Reilly Media’s Website Optimization: Speed, Search Engine and Conversion Rate Secrets. This book details search engine marketing best practices: showing readers how to optimize their conversion rates and performance tune their websites to boost the return on any Web site investment.

This is the second edition of a book written by Ann Arbor, MI website optimization guru Andy King. The book covers organic or natural search engine optimization (SEO), pay-per-click management and optimization, conversion rate optimization, web performance optimization - including CSS and AJAX optimization, plus metrics.

In this edition, Andy tapped us to contribute two chapters: Chapter 3 - Pay Per Click Optimization and Chapter 4 - PPC Case Study featuring our work for Body Glove International.

Our AdWords and PPC Optimization Guide (Chapter 3)

1. Pay Per Click Basics and Definitions
   • The Pay Per Click Work Cycle
   • Common Problems with Pay Per Click Optimization
2. Google, Yahoo, Microsoft, and Everybody Else
   • Differences in Bulk Editing: Uploading Spreadsheets vs. the AdWords Editor
   • Differences in Geo-Targeting
   • Differences in Minimum Bids and Quality Scoring
   • Summary of the Differences Between AdWords, adCenter, and YSM
3. Goal Setting, Measurement, Analytics Support, and Closing the Loop
   • Calculating Return On Investment
   • Goals and Values
   • Tracking and Metrics
   • Closing the Loop
     • Targeting and Qualifying Visitors
     • Qualifying Visitors Who Are Late in the Sales Cycle
     • Relevant Landing Pages
     • Closing the Loop Offline
   • Using Metrics to Set a Budget
   • Return on Investment and Profits
   • Pay Per Click Return on Investment and Goals Summary
4. Keyword Discovery, Selection, and Analysis
   • Keyword Research
   • The Right Keywords and the Myth of the Long Tail
   • Target Part and Model Numbers
   • Broad Matches versus Direct Bidding
5. Organizing and Optimizing Ad Groups
   • Guidelines for Grouping
   • Example Themed Ad Groups
   • Optimizing Ad Groups after Launch
6. Optimizing Pay Per Click Ads
   • Measuring Ad Performance
   • Optimizing Ad Copy
     • Creating Ad Copy Variation
     • Testing Ads the Easy Way: AdWords Optimized Ad Serving
     • Testing Ads the Hard Way: Confidence Interval Testing
   • Dynamic Keyword Insertion in Ads
   • Pay Per Click Ad Optimization Summary
7. Optimizing Landing Pages
   • Landing Pages for AdWords
   • Landing Pages for Visitors
     • Complete Conversions with Clear Calls to Action
     • Use Persuasive Copy
     • Support the Ad Claims that Triggered the Visitor’s Click
     • Include Multiple Conversion Points for Different Stages of the Buying Cycle
     • Display Large Images of Products or Services
     • Forgo Navigation Menus
   • Testing Landing Pages
8. Optimizing Bids
   • Penalties for New Accounts
   • Initial Bid Strategies
   • Bid Gaps
   • Adjusting Bids
   • Automated Bidding
   • The Big Picture
   • Branding
   • Bid Optimization in Action: The e-grooming Book Example
9. Other Pay Per Click Issues
   • The Content Network
   • Click Fraud
   • Trademark Issues
10. Overview of Optimization Techniques

Want to know more?

Pre-order the book (set for release mid-July). Can’t wait until July? Then sign up for our Google Adwords Success Workshop!