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Sams Teach Yourself Google AdWords™ in 10 Minutes by Bud E. Smith

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Lesson 7. Setting Your Bidding, Budget, and Delivery Options

In this lesson, you learn how bids for search keywords work and how strong ad copy helps your ad get shown more. You then learn how to set options for bidding for keywords, specifying your ad budget, and delivering your ads.

Understanding Keyword Bids and Winning Ads

AdWords uses an interesting, economical, but somewhat difficult-to-understand process for deciding exactly whether your ad shows up next to the search results when the user enters a keyword you’ve bid on.

The key items are the keyword you use, the amount you bid to show your ad when a user enters that keyword, the amount you pay when your ad is clicked, and your budget. Here’s an oversimplified description of how they ...

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