Chapter 7: Using Tools, Tips, and Tricks of the Trade
In This Chapter
Working with offline editors
Managing keyword traffic
Placing demographic bids
Using geographic targeting
Structuring display/content network campaigns
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 ...