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 VitruvianWay.com.

IntroductionPart I: Becoming a Google Advertiser 9Chapter 1: Profiting from the Pay Per Click Revolution 11Chapter 2: Setting Up Your AdWords Account 27Chapter 3: Managing Your AdWords Account 39Part II: Preparing Your AdWords Campaign 53Chapter 4: Sizing Up Your Online Market 55Chapter 5: Reading the Mind of Your Market 83Chapter 6: Measuring What Matters with Conversion Tracking 101Part III: Launching Your First Campaign 115Chapter 7: Setting Up Your First Campaign 117Chapter 8: Writing Magnetic Ads 137Chapter 9: Giving Your Customer a Soft Landing on Your Website 163Part IV: Managing Your AdWords Campaigns 185Chapter 10: Saving Time with AdWords Editor 187Chapter 11: Improving Your Campaigns through Keyword Management 205Chapter 12: Cornering the Local Market 227Chapter 13: Analyzing the Numbers for Maximum Performance 247Part V: Expanding and Leveraging Your Results 275Chapter 14: How You Can't Help Becoming an Advertising Genius 277Chapter 15: Making More Sales with Google Website Optimizer 293Chapter 16: Cloning Your Campaigns for Greater Precision 317Chapter 17: Following Your Best Prospects around the Web 339Part VI: The Part of Tens 371Chapter 18: The Ten (or So) Most Serious AdWords Mistakes 357Chapter 19: Ten (or So) AdWords Case Studies 367Index 383

The fun and friendly guide on getting the most value out of your AdWords campaigns, now updated!Google AdWords is a unique tool that allows you to set your own budget and create ads and choose keywords that are specifically related to your business. This handy guide walks you through the newest tips, tricks, and techniques for maximizing your AdWords campaign. Presenting coverage that is nearly entirely rewritten or revised, this practical guide adds chapters on topics such as ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and the new Google display network. In addition, the author provides updates that reflect helpful new best practices.* Boasts approximately 85 percent updated or new content* Updates popular topics such as experiments, ad extensions, feeds for e-commerce, mobile advertising, advanced ad writing, and more* Incorporates changes to the AdWords interfaces* Shares best practices in split testing, opt-in landing page structure, and ad group structure* Reviews new, free tools included in AdWords as well as new and improved third-party toolsWith this handy reference by your side, you'll discover the best way to make a Google AdWords campaign to work for you!