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- Winning results with Google AdWords / by Goodman, Andrew E.;
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)- Subjects: Google AdWords (Computer file); Internet marketing.;
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