Bud started out as a technical writer and journalist, and then moved into marketing and product management for technology companies. He worked at Apple Computer as a senior product manager, at Google competitor AltaVista as a group product manager, and at GPS navigation company Navman as a global product manager.

Bud holds a Bachelor of Arts degree in information systems management from the University of San Francisco and Master of Science degree in information systems from the London School of Economics. He currently lives in the San Francisco Bay Area, participating in environmental causes when he’s not working on one of his many technology-related projects.

About This Book     3

Who This Book Is For     4

What Do I Need to Use This Book?     5

Conventions Used in This Book     5

Screen Captures    6

1   Getting More Business with AdWords    7

Identifying AdWords Ads     7

How AdWords Works for Users    12

How AdWords Works for Sellers     13

Finer Points of AdWords for Sellers     15

Search Engine Optimization and AdWords    18

Summary     20

2   Creating an AdWords Account    21

Using a Google Account     21

Creating a Business Google Account     24

Signing Up for Your Gmail and Google Account     27

Signing Up for Your AdWords Account     30

Summary     35

3   Creating Your First AdWords Campaign    37

Getting Started Fast     37

Choosing Campaign Settings     39

Creating an Ad and Keywords     44

Setting Up Billing     48

Summary     52

4   Identifying Your Target Markets for AdWords    53

Starting with a Success     53

How Do You Make Money?     55

How Do Customers Buy from You?    58

Identifying Your Type of Business     60

Choosing an Initial Campaign     61

Summary     64

5   Setting Up a New Campaign    65

Starting with Your Campaign Type     65

Choosing Networks and Devices     70

Setting the Campaign Type and Related Options     73

Summary     76

6   Deciding Where to Show Your Ads    77

Understanding Why Geo-Targeting Works     77

Using AdWords for Geo-Targeting     81

Using AdWords for Language Targeting     88

Summary     90

7   Setting Your Bidding, Budget, and Delivery Options    91

Understanding Keyword Bids and Winning Ads     91

Using Basic Bidding Options     94

Using Advanced Bidding Options     97

Setting a Daily Budget (Versus Monthly Spending)    99

Setting Position Preference and Delivery Method     100

Setting Options for Bidding, Budget, and Delivery     102

Summary     104

8   Adding Extensions    105

Understanding Ad Extensions     105

Using the Location Extension    108

Using the Product Extension     109

Using Ad Sitelinks    111

Using Phone Extensions     113

Setting Ad Extensions     115

Summary     117

9   Using Advanced Settings    119

Using the Schedule Advanced Setting     119

Using the Ad Delivery Advanced Setting     122

Using the Demographic Bidding Advanced Setting     123

Setting Advanced Settings    125

Summary     127

10   Writing Great Ads    129

Understanding What Ads Do     129

Writing a Great Ad    131

Writing an Ad for a Course    132

Writing an Ad for Online Book Sales    135

Choosing Different Types of Ads    137

Image Ads    137

Display Ads    139

WAP Mobile Ads    140

Creating a Text Ad    140

Summary     142

11   Finding Your Keywords    143

Tying Keywords to What You Sell     143

Using Different Types of Keywords     146

Keywords and Ad Text     148

Entering Keywords and Key Phrases    149

Summary     152

12   Choosing Placements and Bids    153

Choosing Placements     153

Entering Default Bids     157

Summary     160

13   Managing Your Ad Group    161

Understanding the Ad Group Screen    161

Monitoring and Changing Your Account     164

Analyzing Keyword Success     169

Summary     174

14   Updating Your Campaign    175

Creating and Understanding Reports     175

Setting the Date Range for Reporting    176

Specifying Keywords, Segments, and Filters    178

Specifying Graph Options    180

Managing Ads and Alerts    182

Summary     184

15   Using Opportunities and Improving Landing Pages    185

Taking Advantage of AdWords’ Opportunities    185

Improving Your Landing Pages     189

Summary     194

16   Using Additional Reports and Tools    195

Using Additional Reports     195

Checking Your Account’s Change History     196

Using Google Tools     203

Summary     204

Index 205

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