Winning Results with Google AdWords, Second Edition

Andrew Goodman (Toronto, Canada) moderates I-Search, a leading discussion list dedicated to search engine marketing with more than 17,000 members. He is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns. Clients range from startups to Fortune 500 advertisers. In 1999, Goodman co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis, and soon after, found the intersection of Internet search and new-economy productivity to be all-consuming passions. Traffick.com gets more than 35,000 unique visitors per month. In 2002, he authored (e-book) 21 Ways to Maximize ROI on Google AdWords, a practical handbook which has been put into practice by thousands of advertisers. He is a frequent speaker at industry conferences and in the past year has been widely quoted in the business press, including: Fortune, Small Business, New Media Age, Reuters, CBS MarketWatch, Bloomberg Markets, The New York Times, BusinessWeek, the Globe and Mail.

• ForewordAcknowledgmentsIntroductionPart I: The Paid Search OpportunityChapter 1. How Big Is This Market? The Rapid Rise of Paid SearchChapter 2. A #21 Billion Aferthought: How Google Entered the Advertising MarketPart II: How to Play the AdWords GameChapter 3. First Principles for Reaching Customers Through AdWordsChapter 4. Setting Up Ad GroupsChapter 5. How Google Ranks Ads: Quality-Based BiddingChapter 6. Big-Picture Planning and Making the Case to the BossPart III: Intermediate-Level StrategiesChapter 7. Keyword Selection and Bidding: Tapping into Powerful AdWords FeaturesChapter 8. Writing Winning AdsChapter 9. Expanding Your Ad Distribution: Opportunities and PitfallsPart IV: Winning the AdWords Game: Advanced IssuesChapter 10. Measuring Success: A "What's Changed" ReportChapter 11. Increasing Online Conversion RatesChapter 12. Online Targeting 1995-2015: Fast Start, Exciting FutureIndex