Howie Jacobson & Joel McDonald 
Google AdWords For Dummies 

The fun and friendly guide on getting the most value out of your
Ad Words campaigns, now updated!

Google Ad Words 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 Ad Words
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 Ad Words interfaces

* Shares best practices in split testing, opt-in landing page
structure, and ad group structure

* Reviews new, free tools included in Ad Words as well as new and
improved third-party tools

With this handy reference by your side, you’ll discover the best
way to make a Google Ad Words campaign to work for you!

Table of Content

Introduction

Part I: Becoming a Google Advertiser 9

Chapter 1: Profiting from the Pay Per Click Revolution 11

Chapter 2: Setting Up Your Ad Words Account 27

Chapter 3: Managing Your Ad Words Account 39

Part II: Preparing Your Ad Words 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 Ad Words Campaigns 185

Chapter 10: Saving Time with Ad Words 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 Ad Words Mistakes
357

Chapter 19: Ten (or So) Ad Words Case Studies 367

Index 383

About the author

Howie Jacobson is an Internet marketing strategist who specializes in helping clients succeed with Google Ad Words. Joel Mc Donald is a Google Ad Words consultant and popular conference speaker. Kristie Mc Donald is a Google Ad Words Certified Professional and a strategic marketing consultant. Howie, Joel and Kristie are partners at the online marketing firm Vitruvian, found at www.Vitruvian Way.com.