Google AdWords™ For Dummies®, 3rd Edition

Part IV

Managing Your AdWords Campaigns

In this part …

After you create your campaigns, you'll probably lose money if you let them run just as you set up them originally. This part shows you how to manage bids, promote and demote keywords and placements, and perform some advanced keyword moves.

Chapter 10 introduces your new best friend, the free desktop program AdWords Editor. If you've gotten used to managing AdWords online, Editor requires a short learning curve and then turbo-charges your efficiency and ability to spot opportunities you'd miss otherwise.

Chapter 11 covers advanced keyword techniques to consider if your initial conservative strategy justifies expansion to less restrictive keyword match types.

Chapter 12 covers a special campaign type, for a local business seeking walk-in traffic to a store or phone calls to a service business.

And in Chapter 13, we give away the store by revealing some of the proprietary processes we use to continually optimize complex accounts as efficiently as possible.