Google Advertising Tools, 2nd Edition

Assumptions

This book does not explain HTML and will not tell you how to create or modify websites. To put the concepts and software explained into practice, you need to have basic knowledge of web fundamentals and skills, or you need to work with a webmaster who does.

Part I, and Part II, are intended for readers who have, or are interested in building, websites that can be used to make money with advertising. To take advantage of this material, you will need to be able to publish web pages and modify the HTML code of these pages; for example, to add affiliate links and the code needed to display Google AdSense ad units on your pages.

You don’t need any technical skills to become an effective advertiser on the Web using Google’s AdWords program, although great analytic business skills are a plus. So in a sense, Part III, is the least geeky part of this book, although as you’ll learn when you read Part III, advertising on the Web does have its own complex discipline and metrics. If you want to take advantage of AdWords and Google Analytics tracking features, you’ll need to be able to add JavaScript code to your HTML pages.

To profit from Part III, you need, of course, a service or product to advertise that makes you money, but webmasters who are simply interested in monetizing the content of their own sites, and not in advertising per se, will gain from an understanding of “how the other half lives.” An interesting idea to explore is whether you can profitably drive traffic to your ...