Geddes Brad. Advanced Google AdWords

John Wiley & Sons, Inc. Indianapolis, USA. 2014. Third Edition. 696 p. Includes Glossary. ISBN: 978-1-118-81956-2, ISBN: 978-1-118-81964-7 (ebk), ISBN: 978-1-118-92955-1 (ebk).
This is the ultimate guide for those who want to quickly get beyond AdWords basics to learn and apply the advanced techniques and tactics that are used by Fortune 500 companies. The book provides insight into AdWords’ functionality and advanced features, explaining how they work and providing tips, tactics, and hands-on tutorials, which readers can immediately use on their own PPC campaigns.
Understanding Search Theory.
Performing Keyword Research.
Keyword Tools: Extracting Valuable Data from Google.
Writing Compelling Ads.
Creating Landing Pages That Convert Searchers into Buyers 139.
Learning Advanced Optimization Techniques.
Demystifying Quality Score.
Beyond Text: Employing Image, Video, and Mobile Ads.
Understanding the Display Network.
Utilizing Advanced Display Network Techniques.
Utilizing Advanced Geographic Targeting Techniques.
Saving Time and Scaling Accounts with AdWords Editor.
Devising Profitable Bid Strategies’.
Organizing Accounts Successfully.
Implementing Testing Techniques That Will Increase Profits.
AdWords Reports: Extracting Actionable Information.
Step by Step: Creating and Monitoring Your AdWords Account.