Google Advertising Tools, 2nd Edition

Chapter 10. Using AdWords

Google’s AdWords program is a marvelous way for big and small advertisers to reach precisely the people they would like to reach. Ads placed via AdWords are almost always relevant to people viewing the ads; they are targeted using keywords selected by the advertiser and placed either on Google search results pages where users have searched for these keywords (AdWords search network) or on web pages that publish content including the targeted keywords (AdWords content network). In addition, it’s estimated that ads placed using AdWords reach more than 80 percent of all Internet users.

Unlike old-fashioned advertising, the AdWords delivery mechanism is managed completely via the Web and can be used by anyone who has a credit card. There’s not even a minimum budget. You can design effective AdWords campaigns that drive traffic to your site for just pennies a day; of course, it always helps to have a bigger budget!

This chapter explains how to open an AdWords account and how to create ad campaigns, ad groups, and text or display keyword-targeted ads. Although the mechanics of the AdWords program can appear a little daunting at first, after reading this chapter you’ll be armed with the information you need to create sophisticated and cost-effective targeted web ads.

Signing Up for an Account

To create an AdWords account, start by opening the Google AdWords home page at http://adwords.google.com. Open an account using the Click to Begin button under the Sign Up Now ...