Part I: Becoming a Google Advertiser 9

Chapter 1: Profiting from the Pay Per Click Revolution 11

Chapter 2: Setting Up Your AdWords Account 27

Chapter 3: Managing Your AdWords Account 39

Part II: Preparing Your AdWords 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 AdWords Campaigns 185

Chapter 10: Saving Time with AdWords 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 AdWords Mistakes 357

Chapter 19: Ten (or So) AdWords Case Studies 367

Index 383