The Definitive Guide to Google Adwords: Create Versatile and Powerful Marketing and Advertising Campaigns

There is one simple way to exponentially increase the amount of traffic coming to your website and the number of people aware of your product or service: through the use of Google AdWords and related marketing technologies. The Definitive Guide to Google AdWords will walk you through every step needed to maximize your marketing and advertising power.

Everything related to the platforms are covered in detail—account setup, campaign creation, reporting, optimization, analytics, ad creation, mobile advertising, and much more. Learn to take full advantage of all of the marketing options available through AdWords, including:

• Geo-targeting, distribution, and placement of ads
• Advanced account management and budget strategies
• Keywords, metrics, and ROI management
• Tools such as Keywords Editor, Website Optimizer, and Conversion Optimizer
• Mobile marketing implementations and strategies
• Working with the various APIs available for developers

With The Definitive Guide to Google AdWords, you will learn how AdWords works and how you can harness its power to increase your visibility and dramatically impact your potential for increased revenue.

What you’ll learn

• The hows, whys, and history of SEM and Pay-Per-Click web technologies
• How to set up and manage a Google AdWords account
• How to create and manage tightly focused ad campaigns
• The technology behind AdWords
• Selecting the best keywords and phrases to trigger your ad on a search page
• ROI management of your campaigns
• Optimizing the quality of your landing page
• Using AdWords for mobile marketing on smart phones and tablets

About the Authors

Bart Weller is a software developer and writer.

Lori Calcott is a partner at webShine (webshine.com), a search marketing business in Aspen, Colorado that focuses on helping businesses increase revenue through online visibility.

Lori received a BS in Biochemistry from Pennsylvania State University in 1997. After graduating from college, she moved west and switched gears by landing in the Rocky Mountains and the world of marketing. Lori started in search marketing in 2001 while working for a start-up and handling “all things marketing.” As a self-proclaimed PPC geek, Lori has transitioned through the paid search space from early days of paid advertising with Overture through Yahoo’s Panama update and now works tirelessly to keep up with world of AdWords, MSN AdCenter, and Facebook marketing.