Introduction Part I: Becoming a Google Advertiser 9 Chapter 1: Profiting from the Pay Per Click Revolution 11 Chapter 2: Setting Up Your AdWords Account 27 Chapter 3: Managing Your AdWords Account 39 Part II: Preparing Your AdWords Campaign 53 Chapter 4: Sizing Up Your Online Market 55 Chapter 5: Reading the Mind of Your Market 83 Chapter 6: Measuring What Matters with Conversion Tracking 101 Part III: Launching Your First Campaign 115 Chapter 7: Setting Up Your First Campaign 117 Chapter 8: Writing Magnetic Ads 137 Chapter 9: Giving Your Customer a Soft Landing on Your Website 163 Part IV: Managing Your AdWords Campaigns 185 Chapter 10: Saving Time with AdWords Editor 187 Chapter 11: Improving Your Campaigns through Keyword Management 205 Chapter 12: Cornering the Local Market 227 Chapter 13: Analyzing the Numbers for Maximum Performance 247 Part V: Expanding and Leveraging Your Results 275 Chapter 14: How You Can't Help Becoming an Advertising Genius 277 Chapter 15: Making More Sales with Google Website Optimizer 293 Chapter 16: Cloning Your Campaigns for Greater Precision 317 Chapter 17: Following Your Best Prospects around the Web 339 Part VI: The Part of Tens 371 Chapter 18: The Ten (or So) Most Serious AdWords Mistakes 357 Chapter 19: Ten (or So) AdWords Case Studies 367 Index 383
Howie Jacobson is an Internet marketing strategist who specializes in helping clients succeed with Google AdWords. Joel McDonald is a Google AdWords consultant and popular conference speaker. Kristie McDonald is a Google AdWords Certified Professional and a strategic marketing consultant. Howie, Joel and Kristie are partners at the online marketing firm Vitruvian, found at www.VitruvianWay.com.
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