Part II
Preparing Your AdWords Campaign
In this part …
This part is dedicated to finding and counting your prospects, so you can determine whether you have a business that can benefit from AdWords (or any other online-traffic-generation program), and then connecting with your prospects on an emotional level so they see your ads and website and immediately get the urge to reach for their wallets. The biggest business mistake is ignoring your market and trying to sell what you have, regardless of whether anybody needs or wants it.
Chapter 4 introduces you to the underground world of online market research. You see how to assess the profitability of a market in an afternoon, so your online adventures can be close to risk-free.
You explore the heart and soul of online marketing in Chapter 5: qualitative market insight. You'll discover how to decompress keywords (the words and phrases that people type into search engines) to discover your prospects' obvious and hidden desires.
Chapter 6 butts in and insists that you set up conversion tracking before launching your first serious campaign so that you'll be able to measure and improve your results over time.
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