Winning Results with Google Ad Words

Andrew Goodman (Toronto, Canada) moderates I-Search, a leading discussion list dedicated to search engine marketing with more than 17,000 members. He is Principal of Page Zero Media, a marketing consultancy which focuses on maximizing clients' paid search marketing campaigns. Clients range from startups to Fortune 500 advertisers. In 1999, Goodman co-founded Traffick.com, an acclaimed "guide to portals" which foresaw the rise of trends such as paid search and semantic analysis, and soon after, found the intersection of Internet search and new-economy productivity to be all-consuming passions. Traffick.com gets more than 35,000 unique visitors per month. In 2002, he authored (e-book) 21 Ways to Maximize ROI on Google AdWords, a practical handbook which has been put into practice by thousands of advertisers. He is a frequent speaker at industry conferences and in the past year has been widely quoted in the business press, including: Fortune, Small Business, New Media Age, Reuters, CBS MarketWatch, Bloomberg Markets, The New York Times, BusinessWeek, the Globe and Mail.

Part I: The AdWords Game: How to PlayCh. 1. Reaching Customers Through AdWords: First PrinciplesCh. 2. AdWords BasicsPart II: Intermediate-Level StrategiesCh. 3. Keyword Selection and Bidding: Tapping into Powerful AdWords FeaturesCh. 4. Writing Winning AdsPart III: Advanced ConceptsCh. 5. Big-Picture Planning and Making the Case to the BossCh. 6. Advanced Methodologies & TopicsPart IV: Increasing Return on Investment Ch. 7. Tracking Users After They ClickCh. 8. Increasing Conversion RatesCh. 9. Special TopicsPart V: Online Marketing Trends: Where Google Fits In Now and LaterCh. 10. How Big is This Market? The Rapid Rise of Paid SearchCh. 11. How Google Entered the Advertising MarketCh. 12. The Future of Online TargetingCh. 13. Leverage Your Brand OnlineCh. 14. Beyond Retail: Benefits of eBay B2BCh. 15. Create New Markets