Winning results with Google AdWords
By: Andrew E. Goodman
Publisher: McGraw-Hill/Osborne
Published: 2005
Place of publication: Emeryville, Calif
Language: eng
Number of pages: 352
ISBN-13: 9780072257021
Subjects: Internet marketing; Google AdWords
Notes: Includes bibliographical references and index.
Table of contents: title: Pt. 1.The paid search opportunity.  How big is this market? The rapid rise of paid search; title: A $4 billion afterthought: how Google entered the advertising market; title: Pt. 2. How to play the AdWords game. First principles for reaching customers through AdWords; title: AdWords basics; title: Setting up ad groups; title: Pt. 3. Intermediate-level strategies. Keyword selection and bidding: tapping into powerful AdWords features; title: Writing winning ads; title: Big-picture planning and making the case to the boss; title: Expanding your ad distribution: opportunities and pitfalls; title: Pt. 4. The next level: winning the AdWords game. Tracking users after they click; title: Increasing conversion rates; title: Online targeting past and present (and maybe the future)