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Landing Page Optimization For Dummies® by Michael Harwood, Martin Harwood

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Chapter 17. Running a Google PPC Campaign

In This Chapter

  • Preparing for an AdWords campaign

  • Signing up for Google AdWords

  • Setting up your first campaign

  • Benefiting from Google Analytics

  • Using the AdWords tools

If you're ready for this chapter, that means your landing page is ready to go, you're fired up, and you're all set to invite visitors to your site. You've already put a lot of hard work into your page, so without further delay, get down to the next step: Actually setting up your own a campaign to get those visitors — or should we say buyers? — to your site.

To help you take your first baby steps in pay per click (PPC) marketing, this chapter is dedicated to setting up and running a simple Google AdWords campaign. We chose Google because AdWords is currently the largest PPC opportunity on the Web. We guide you through the how-to's of signing up, writing effective ads, and managing a campaign from start to finish as well as explore many of the other tools and options Google offers its advertisers.

Starting with Google AdWords

AdWords, like any other marketing campaign, takes some time to figure out. Having worked with AdWords for many years, with the benefit of large and small marketing budgets, we're always astonished at how much more can always be learned and tried. We don't mention this to overwhelm you, but rather as a reminder to open your mind to the limitless possibilities you have if you so desire.

Before you jump into your limitless possibilities, though, we start with the campaign ...

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