hack84 - GOOGLE HACKS Tips& Tools for Smarter Searching...

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Unformatted text preview: GOOGLE HACKS Tips & Tools for Smarter Searching Tara Calishain & Rael Dornfest With a new foreword by Craig Silverstein, Director of Technology, Google TM 2 n d E d i t i o n C o v e rs G m a il 354 | Chapter 7, Ads # 84 Determine the Worth of AdWords Words HACK H A C K #84 Determine the Worth of AdWords Words Hack #84 Harness the Google AdWords marketplace to guesstimate the value of a keyword or phrase in online advertising. Google AdWords create what can only be termed an advertising marketplace. You can choose to pay more to acquire more prominence on a results page, or pay less and still see your fair share of eyeballs and clicks until your daily budget is spent. By offering to pay a little more for each click-through, you’ll move yourself up a spot or two in that list of 8 to 10 Sponsored Links on Google results pages. Surely, then, you could just be sure to pay enough to keep your ad in the top spot? Not so, actually. In addition to the cost-per-click (CPC) you’re prepared to pay, AdWords pays close attention to the click-through-rate (CTR), the proportion of how many times your ad is shown versus how many times people actually click on it. By carefully balancing the price and effectiveness of ads, Google makes sure the top spots belong to the most relevant and targeted ads, not just those with the deepest pockets. Now, this might appear at first blush to be a game of poker, and to a certain extent it is. That said, the AdWords Traffic Estimator (see Figure 7-7 , later in this hack) is like a silent partner, advising you on your bets (sorry, bids ) and guestimating your average position (1.0 is the top spot, 2.0 is the sec- ond, and so forth) in that list of ads. The AdWords Traffic Estimator is an incredibly useful tool for experienced online advertisers and newbies alike. And—of particular interest to us hacker types—it has the nice side effect of harnessing the Google AdWords marketplace to place a very real (albeit esti- mated) price on the relative value of individual words or phrases. It is on this alternate use of the estimator that this hack is focused. We’ll do this two ways: by hand—clicking through the AdWords site, fill- ing in forms, copying, and pasting—and then programmatically—turning keywords or phrases into a comma-separated (CSV) file suitable for import into just about any spreadsheet or database application that you might be running. Determine the Worth of AdWords Words # 84 Chapter 7, Ads | 355 HACK Why do this manually when you can have your computer do all the work for you? First, the whole AdWords process is rather well done and educative. Second, the script auto- mates what is supposed to be the actions of a human on his way to signing up for AdWords and so employs a set of hacks and scrapes and, as such, is brittle and could well not work by the time you read this....
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This note was uploaded on 08/08/2011 for the course CS 101 taught by Professor Jitenderkumarchhabra during the Summer '11 term at National Institute of Technology, Calicut.

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hack84 - GOOGLE HACKS Tips& Tools for Smarter Searching...

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