Table of Contents

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

About the Author

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.