Table of Contents Introduction ................................................................... About This Book .............................................................................................. 2 Conventions Used in This Book ..................................................................... 2 What You Don't Have to Read........................................................................ 3 Foolish Assumptions ....................................................................................... 3 How This Book Is Organized .......................................................................... 4 Part I: Becoming a Google Advertiser ................................................. 5 Part II: Preparing Your AdWords Campaign ....................................... 5 Part III: Launching Your First Campaign ............................................. 5 Part IV: Managing Your AdWords Campaigns .................................... 6 Part V: Expanding and Leveraging Your Results ............................... 6 Part VI: The Part of Tens ....................................................................... 6 Icons Used in This Book ................................................................................. 7 Where to Go from Here ................................................................................... 7 Part I: Becoming a Google Advertiser ............................. 9 Chapter 1: Profiting from the Pay Per Click Revolution. . . . . . . . . . . . .11 Introducing AdWords.................................................................................... 12 Where and When the Ads Show .................................................................. 13 Google results....................................................................................... 13 Search partners results ....................................................................... 14 AdSense sites and Gmail ..................................................................... 14 AdWords in the Total Google Context ........................................................ 16 Pay Per Click: Your Online Gumball Machine ............................................ 19 Pay Per Click: Your Online Testing Platform ............................................. 19 The Direct Marketing Difference: Getting Your Prospects to Do Something ................................................................................................... 20 Measure your results........................................................................... 21 Keep improving your marketing ........................................................ 22 The Two Online Marketing Camps .............................................................. 23 Camp #1: Lead generation .................................................................. 23 Following up with your best prospects ............................................ 24 Camp #2: Wallet-out............................................................................. 25 How to Think Like Your Prospect ............................................................... 25 Chapter 2: Setting Up Your AdWords Account . . . . . . . . . . . . . . . . . . . .27 Opening a New AdWords Account .............................................................. 27 Creating Your First Campaign ...................................................................... 30