| Description |
xx, 352 pages : illustrations ; 23 cm |
| Note |
Includes index. |
| Contents |
Pt. The paid search opportunity. How big is this market? The rapid rise of paid search -- A $4 billion afterthought: how Google entered the advertising market -- Pt. 2. How to play the AdWords game. First principles for reaching customers through AdWords -- AdWords basics -- Setting up ad groups -- Pt. 3. Intermediate-level strategies. Keyword selection and bidding: tapping into powerful AdWords features -- Writing winning ads -- Big-picture planning and making the case to the boss -- Expanding your ad distribution: opportunities and pitfalls -- Pt. 4. The next level: winning the AdWords game. Tracking users after they click -- Increasing conversion rates -- Online targeting past and present (and maybe the future) |
| Subject |
Internet marketing.
|
| ISBN |
0072257024 paperback |
| Standard No. |
9780072257021 |
|
