The AdWords Edge Table of Contents
From keyword research and analysis to ad copywriting to campaign configuration to tracking and conversions - you'll learn how to run an effective, money-making Ad Words campaign.
PART 1 - Getting Started
Chapter 1 - Basic PPC Terminology
Chapter 2 - Why AdWords Is So Great
Chapter 3 - How Google AdWords Works
All About Click-Through and Ad Position
Your Real Goals for AdWords
Using AdWords for Market Research
Other Profitable Uses for AdWords
PART 2 - Effective Keyword Research
Chapter 4 - What Keywords Really Are
Chapter 5 - Creative Keyword Brainstorming
Think Like Your Customer - It's Not About You
Top 20 Keyword Brainstorming Idea List
Using Trademarked Terms and Brand Names
Negative Keywords - Words That You Don't Want
A Personal AdWords Example
Take Your Keyword List and Triple It
Chapter 6 - Using WordTracker Effectively
WordTracker Step-by-Step
About the Google Keyword Suggestion Tool
Chapter 7 - How To Group Your Keywords
PART 3 - Writing Ads That Sizzle
Chapter 8 - Guidelines You Must Follow
Ad Topic Restrictions
Ad Space Restrictions
Ad Language Restrictions
Ad Punctuation and Capitalization Restrictions
Chapter 9 - Satisfying Needs and Wants
Think Benefits, Not Features
Chapter 10 - Writing Great Ad Copy
Best Practices For Ad Copywriting
Using a Text Editor to Store Ads
PART 4 - Setting Up Your Account
Chapter 11 - The Account Sign-Up Process
Chapter 12 - Managing Campaign Settings
Good Reasons for Running Multiple Campaigns
Setting a Reasonable Daily Budget
Selecting Your Partner Ad Networks
Choosing The Right Countries and Languages
Targeting Local and Regional Areas in the US
About Optimized Ad Serving
About Day-Parting
Chapter 13 - Setting Up Ad Groups Correctly
Why You Need Multiple Ad Groups
Adding Your Keywords to Each Ad Group
About the Keyword Matching Options
Putting Your Ads In Each Ad Group
Why You Need Landing Pages
You Must Setup Tracking URLs
Setting Your Maximum Cost-Per-Click (CPC)
Changing Individual Keyword CPC (Power Posting)
PART 4 - Tracking & Improving Performance 60
Chapter 14 - Monitoring Your Campaigns
You Should Monitor This
Testing Multiple Ads (Split-Run Testing)
Why You Don't Want Optimized Ad Serving
Chapter 15 - Monitoring Your Site Traffic
Using a Log-file Analyzer
Using a Tracking Service
You Should Monitor This
Chapter 16 - Measuring Click Conversion
Method 1: Using Google's Conversion Tracker
Method 2: Use a Third-Party Conversion Tracker
Method 3: Roll Your Own Tracking Script
Chapter 17 - Tracking ROI and Online Sales
Recording Your Data in a Spreadsheet
Tracking Month-to-Month Trends
Calculating Net Income - The Bottom Line
Chapter 18 - End-to-End Checklist
Tuning and Maintenance Checklist
Appendix A - Best and Worst Practices
Appendix B - Ad Power Words & Phrases
Appendix C - Best Resources and Tools
AdWords PPC Glossary
BONUS REPORT: Using Froogle
BONUS REPORT: Top SEO Ranking Tips on Google
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