Part I
Becoming a Google Advertiser
In this part …
This part introduces Google AdWords and shows you how to get started. Almost everyone is familiar with the Google search engine; however, few people understand how easy it is to pay to display your ad listing on the coveted first page of search results — and how challenging it can be to do so profitably.
Chapter 1 discusses online search as a revolution in advertising and reveals the marketing-mindset shifts required for success. You discover how to get into your customers' minds and see through their eyes so your advertising will be customer-centric and effective.
Chapters 2 and 3 take you through the mechanics of creating — and immediately pausing — a single campaign (patience, grasshopper) and show you step by step how to populate that account correctly with keywords, ads, and bids. These chapters provide the foundation upon which your AdWords success is built — customized campaigns with settings that support the achievement of your goals.
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