III: Using Google AdWords
11 Creating an Online Advertising Plan and Determining Your AdWords Budget
12 Creating Your AdWords Account
13 Creating Your First AdWords Campaign
14 Creating Effective Ads
15 Bidding the Right Price
16 Choosing the Right Keywords
17 Maximizing Conversion with a Custom Landing Page
18 Combining PPC Advertising with Search Engine Marketing
19 Advertising on YouTube
20 Monitoring Your Campaign’s Performance
21 Dealing with Click Fraud
22 Ten Tips for Improving Your AdWords Performance
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