【圖書簡介】 AdWords lets every business-from eBay PowerSellers to Fortune 500 companies-create targeted， cost-efficient advertising campaigns on the Web， and accounts for the bulk of Google's $6 billion in annual revenues This all-new guide helps advertisers get a handle on AdWords complexities and nuances， adopt AdWords best practices， and turn clicks into ka-ching！ Topics covered include conducting quick and cheap market research， crafting a message that cuts through the clutter， choosing AdWords settings， bidding on keywords， setting a maximum daily spend， improving the Web page that an ad points to， testing strategies， tracking results， and using Web analytics tools Includes an exclusive offer from Google-AdWords credits equivalent to the price of the book-plus a companion Web site with up-to-the-minute AdWords tips and tricks， narrated video walkthroughs， and free trials of the author's software
【作者簡介】 Howie Jacobson， PhD， is an Internet marketing strategist who specializes in helping his clients use Google AdWords successfully. He creates direct marketing courses and conducts training sessions on AdWords.
【本書目錄】 Introduction About This Book Conventions used in This Book What You Dont Have to Read Foolish Assumptions How This Book ls Ornanized Icons Used in This Book Where to Go from Here Part I: Becoming a Google Advertiser Chapter 1: Profiting from the Pay-Per-Click Revolution Introducing AdWords Where and When the Ads Show Adwords in the Total Google Context Pay Per Click:Your Online Gumball Machine The Direct-Marketing Difference:Getting Your Prospects to Do Something How to Think Like Your Prospect Chapter 2: Setting Up Your Starter Edition Account Who Should Start with the Starter Edition Singning Up Couldnt Be Easier Touring Your Starter Edition Control Panel Activating Your Account Managing Your Account Upgrading to the Standard Edition Chapter 3: Setting Up Your Standard Edition Account Setting Up Your Standard Edition Account Running Mission Control with the Campaign Management Tab Part II: Launching Your AdWords Campaign Chapter 4: Discovering Your Online Market Assessing Market Profitability Taking the Temperature of Your Market-Advanced Methods Eavesdropping at the Watering Hole Cutting Through the Clutter with Positioning Chapter 5: Choosing the Right Keywords Chapter 6: Writing Magnetic Ads Part III: Managing Your AdWords Campaigns Chapter 7: Deciding Where and When to Show Your Ads Chapter 8: Improving Your Campaigns through Keyword Management Chapter 9: Getting It Done with AdWords Tools Part IV: Converting Clicks to Clink Chapter 10: Giving Your Customer a Soft Landing on Your Web Site Chapter 11: Following Up with Your Prospects Chapter 12: Building a “Climb the Ladder” Web Site Part V: Testing Your Strategies and Tracking Your Results Chapter 13: How You Can’t Help Becoming an Advertising Genius Chapter 14: Slashing Your Costs with Conversion Tracking Chapter 15: Making More Sales with Google Analytics Part VI: The Part of Tens Chapter 16: The Ten Most Serious AdWords Beginner’s Mistakes Chapter 17: Ten AdWords Case Studies Index
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