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Winning Results with Google AdWords

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How big is this market? the rapid rise of paid search -- A $21 billion afterthought: how Google entered the advertising market -- First principles for reaching customers through AdWords -- Setting up Ad groups -- How Google ranks ads: quality-based bidding -- Big-picture planning and making the case to the boss -- Keyword selection and bidding: tapping into powerful AdWords features -- Writing winning ads -- Expanding your ad distribution: opportunities and pitfalls -- Measuring success: a ''what's changed'' report -- Increasing online conversion rates -- Online targeting 1995-2015: fast start, exciting future

Author(s): Goodman A
Edition: 2nd ed
Publisher: McGraw-Hill
Year: 2009

Language: English
Pages: 401
City: New York