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

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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.


Search Engine Optimization—affectionately called by its acronym SEO—is a wild-west frontier of the Internet: a boisterous new field with burgeoning revenues that employs tens of thousands of people with job titles and descriptions that did not exist five years ago.

In the SEO arena, gaudy patent-medicine “get rich quick” hucksterism meets successful marketing techniques (and people who do make a great deal of money), and both meet the nuts and bolts of a technology framework.

Like a beautiful spy with limpid eyes and unknowable depths, or an iceberg with 95% of its mass hidden beneath the surface of an arctic ocean, SEO can appear wondrous, mysterious, and baffling.

Less poetically, the core of SEO is the art and science of promoting web pages so they are high in natural search engine rankings. (A natural search engine result is one that is not paid for, as opposed to paid advertising links that also appear on search-results pages.)

Extended SEO has come to mean the whole field of marketing in relationship to web properties—so it is not unusual these days to have an SEO expert propose paid advertising via Google AdWords or another program as an adjunct to core SEO techniques.

I’m pleased that my book Google Advertising Tools: Cashing in with AdSense, AdWords, and the Google APIs has been doing well (it’s shown up on Amazon’s list of computer bestsellers in the last few weeks).

My book is about the landscape of making money on the web: how to create content that will make money, how to monetize that content with Google’s AdSense program, how affiliate programs work, how to effectively use Google’s AdWords program to promote traffic, and how to program custom applications related to Google’s advertising programs.

In other words, this is a practical book aimed at helping you make money, but it is primarily about effectively using technology. There are two chapters in the book (out of 16 chapters) that discuss SEO issues from a nuts and bolts perspective.

So I was pleased when O’Reilly (the publisher of my book) asked me to write a short electronic book specifically about SEO. You can download Search Engine Optimization: Building Traffic and Making Money as a PDF.

Like Google Advertising Tools: Cashing in with AdSense, AdWords, and the Google APIs, my SEO PDF is not get-rich-quick hype, and is focused on concise nuts and bolts issues. It doesn’t really tackle marketing techniques at a strategic level (which I am looking forward to doing soon).