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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 7: Using Tools, Tips, and Tricks of the Trade

In This Chapter

check.png Working with offline editors

check.png Managing keyword traffic

check.png Placing demographic bids

check.png Using geographic targeting

check.png Structuring display/content network campaigns

check.png Displaying extension ads

Every industry has insider tips and golden bits of information to make your job either easier or more efficient, and the world of pay per click (PPC) is no different. In fact, because PPC can be so granular and complicated, you can find a lot of tools (some of them free) to make managing a PPC account much easier on yourself.

This chapter introduces some of the most popular tools and practices used by experts in the PPC industry. Not every tool is required for every campaign, but based on your PPC goals, you should be able to determine which of these tools may work for you.

Using Offline Editors

Both Google AdWords and MSN adCenter have offline ...

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