Introduction to Search Engine Marketing and AdWords

1. Front Matter

   Pages i-xiii

   PDF

2. Introduction

   • Todd Kelsey

   Pages 1-14

3. Quickstart

   • Todd Kelsey

   Pages 15-35

4. Launching a Campaign

   • Todd Kelsey

   Pages 37-51

5. Monitoring a Campaign

   • Todd Kelsey

   Pages 53-65

6. Keywords

   • Todd Kelsey

   Pages 67-80

7. Campaign Strategies

   • Todd Kelsey

   Pages 81-102

8. Ad Extensions

   • Todd Kelsey

   Pages 103-113

9. Getting Certified

   • Todd Kelsey

   Pages 115-127

10. Back Matter

    Pages 129-131

    PDF

Use Google's AdWords to create your ads. Each chapter goes beyond the tool itself, discussing helpful resources and important issues to keep in mind.  If you are completely new to search engine marketing and AdWords and you want to learn the basics, this guide will introduce you to the content quickly.


Introduction to Search Engine Marketing and AdWords is not in-depth, comprehensive, or trying to cover every tool or platform—an impossible task! But it is an easy-to-understand introduction to the most important tools and skills in search engine marketing.

What You’ll Learn

• Take a behind-the-scenes tour of AdWords, including how to create an account
  
• Create and launch a campaign as well as ads, including keyword tools
  
• Monitor a campaign, including time frame, clicks and CTR, and reporting
  
• Implement various campaign strategies, including support email and dealing with errors
  
• Use Ad extensions as well as site links
  

Who This Book Is For

Those who need to get up to speed on search engine marketing tools and techniques for business or personal use. This book is also suitable as a student reference.

• AdWords
• Google AdWords
• Keywords
• Ad extensions
• Clicks
• CTR
• Search volume
• SEO
• Marketing analytics
• Google
• Google analytics
• Campaign performance
• Performance analytics
• Google AdWords Certification

• Wheaton, USA

  Todd Kelsey

Todd Kelsey, PhD, is an author and educator whose publishing credits include several books for helping people learn more about technology. He has appeared on television as a featured expert, and has worked with a wide variety of corporations and non-profit organizations.

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