The AdWords fantasy is that you find the perfect keyword, write the perfect ad, and retire to Fiji while the money rolls in relentlessly. The reality is that as important as keywords and ads are, the structure of your AdWords campaigns will determine success or failure.
In Chapter 7, you find out how to navigate a dizzying array of settings, including which network(s) will display your ads, how to budget and set bid prices, where in the world and what time of day to show the ads, and others.
Chapter 8 covers the strategy most neglected by AdWords users: creating tight Ad Groups of similar keywords and relevant ads. You discover how to perform ongoing tune-ups of your keyword lists, bids, and ads so your AdWords vehicle runs ever more powerfully and efficiently.
Chapter 9 introduces you to the tools that Google has thoughtfully provided to make your AdWords life easier and more fulfilling. Okay, just easier.