Introduction to search engine marketing and AdWords : a guide for absolute beginners

Contents -- About the Author -- About the Technical Reviewer -- Introduction -- Chapter 1: Introduction -- What Is AdWords? -- Behind-the-Scenes Tour of Google AdWords -- The Bidding Game -- The Guessing Game -- Creating an Account -- Getting Help -- Conclusion -- Chapter 2: Quickstart -- Creating a Campaign -- Bid and Budget (Something Really Important, Part I) -- AdWords Is Like eBay -- AdWords Is Doable -- Ad Campaign Schedule (Something Really Important, Part Two) -- Now Back to AdWords -- Keywords -- Accessing a Campaign and Ad -- Pausing a Campaign -- Settings -- Conclusion -- Chapter 3: Launching a Campaign -- Planning the Ad -- Don't Forget Google -- Creating the Campaign -- Choose the Start/End Date and Schedule -- Creating an Ad -- Keywords -- Ads and Keywords: They All Get Clicks -- Reviewing Your Keywords -- Conclusion -- Chapter 4: Monitoring a Campaign -- Setting the Report's Timeframe -- Clicks and CTR -- General to Particular: Campaign to Ad to Keyword -- Reporting -- Conclusion -- Chapter 5: Keywords -- Getting Used to Creating Keywords -- Welcome to AdWords Keyword Planner -- Getting Ideas -- Important Pause -- Search Volume -- Activity -- Conclusion -- Chapter 6: Campaign Strategies -- Getting Help -- Support E-Mail -- Exploring Suggestions -- Accessing Opportunities and Ad Groups -- DIY Ad Group Strategy -- Fighting the Wizard -- Dealing with Errors -- Conclusion -- Chapter 7: Ad Extensions -- Search Results and Ad Extensions -- Site Links -- For More Reading -- Callouts -- Conclusion -- Chapter 8: Getting Certified -- Why Get a Google AdWords Certification -- The Google AdWords Certification Process -- Creating a Gmail Account -- Joining Google Partners -- Planning Your Google AdWords Certification -- Tips -- Keeping It Real -- Blogging About It -- Timeframe for Getting Certified -- Testimonials -- Inspiration