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.