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The Definitive Guide to Google AdWords: Create Versatile and Powerful Marketing and Advertising Campaigns by Lori Calcott, Bart Weller

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C H A P T E R  2

AdWords in Depth

Google AdWords is complex, but at least the rules are the same whether you are a small local business or a Fortune 500 company. In this chapter, we will highlight the more important aspects of the AdWords system so you can gain an overview into the world of AdWords. We will start with an explanation of the basic terminology so you have a reference moving forward. We will then explain how cost is determined on the Search and Display Networks and how the auction process works. Lastly, we will review the basic structure of an AdWords account.

Understanding the AdWords Lingo

When first entering the AdWords world, it’s likely that your head will start spinning with a flurry of new terms and acronyms, such as PPC, ...

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