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Google AdWords: Managing Your Advertising Program

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Since being selected as an AdWords Seminar Leader by Google in 2006, I’ve had the opportunity to teach thousands of businesses and organizations how to use AdWords, Google’s advertising platform. I believe in the product; if used appropriately, it offers vast online exposure for advertisers. Unfortunately, most advertisers do not understand how AdWords works or hold it accountable to deliver value to their businesses. Some advertisers make money by dumb luck; others waste hundreds or thousands of dollars each month. I’ve met countless advertisers who gauge the effectiveness of their online campaigns based on gut feelings. I’m generally a proponent of trusting one’s gut, but not in the case of online advertising. In this world, it’s all about the data.

It’s in Google’s best interests for advertisers to use data to make decisions about their campaigns. If AdWords is working for a business, and the numbers prove it, that business is likely to continue advertising and potentially allocate more of its budget to AdWords. Conversely, advertisers can use this data to identify what’s not working, so they can try something else or stop wasting money.

The AdWords platform includes free, simple tools to track and measure performance, down to the individual keyword level. This book is intended to help new and existing advertisers improve the quality of their advertising campaigns and quantify the value AdWords brings to their businesses.
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Novell® Open Enterprise Server Administrator's Handbook SUSE® LINUX® Edition
Novell® Open Enterprise Server Administrator's Handbook SUSE® LINUX® Edition
As an administrator of a Novell Open Enterprise Server on a SUSE Linux system, you are looking for ways to leverage it as a platform for delivering Novell's robust network services. Look no further. SUSE Linux and Open Enterprise Server Administrator's Handbook provides you with the information that you need to take advantage of the various Novell...
WordPress 24-Hour Trainer: Watch, Read, and Learn How to Create and Customize WordPress Sites
WordPress 24-Hour Trainer: Watch, Read, and Learn How to Create and Customize WordPress Sites

Don't let WordPress intimidate you. WordPress 24-Hour Trainer is a unique lesson-based book that walks you through the essential parts of WordPress. Each lesson is streamlined to teach a specific aspect of WordPress, helping you to focus on just what you need in order to get the task accomplished. If you learn better visually,...

Information Theory and Reliable Communication
Information Theory and Reliable Communication
This book is designed primarily for use as a first-year graduate text in information theory, suitable for both engineers and mathematicians. It is assumed that the reader has some understanding of freshman calculus and elementary probability, and in the later chapters some introductory random process theory. Unfortunately there is one more...

Borland C++Builder 6 Developer's Guide
Borland C++Builder 6 Developer's Guide

C++Builder 6 Developer's Guide is revised for the latest version of C++Builder, the biggest update to C++Builder in years. C++Builder is an ANSI C++ IDE. The Version 6 adds BizSnap, a tool to build Web Services using XML/SOAP, .NET, and BizTalk from Microsoft, and SunONE from Sun Microsystems. Other new components include WebSnap for...

Logistics of Facility Location and Allocation (Industrial Engineering)
Logistics of Facility Location and Allocation (Industrial Engineering)
"…enhance[s] understanding of the subject. The objective is achieved." -- The Cost Engineer

. . .a happy medium between theory and practice... ...can be for advanced undergraduate or early graduate students.
---International Logistics

. . .enhance[s] understanding of the subject. The objective
...
Modern Diplomacy in Practice
Modern Diplomacy in Practice

This textbook, the first comprehensive comparative study ever undertaken, surveys and compares the world’s ten largest diplomatic services: those of Brazil, China, France, Germany, India, Japan, Russia, Turkey, the United Kingdom, and the United States. Chapters cover the distinctive histories and cultures of the services,...

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