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