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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  3

Marketing with AdWords

In the last chapter, we introduced you to the world of AdWords and suggested some rules for playing the game. In this chapter, we will discuss how AdWords can work as an effective marketing tool. We will also discuss the importance of goals to measure the success of your AdWords marketing efforts. AdWords campaigns require continuous improvement (to adopt the phrase of W. Edwards Deming1), but improvement requires the ability to track results and gauge success.

This chapter will cover

  • Types of searches
  • Sales processes and ZMOT
  • Measuring AdWords success

Types of Searches

Now that you understand the various keyword match types within the AdWords system, let’s talk about why people search and how that ...

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