Pay-per-Click Basics and DefinitionsThe Pay-per-Click Work CycleCommon Problems with Pay-per-Click OptimizationGoogle, Yahoo!, Microsoft, and Everybody ElseDifferences in Bulk Editing: Uploading Spreadsheets Versus the AdWords EditorDifferences in GeotargetingDifferences in Minimum Bids and Quality ScoringSummary of the Differences Among AdWords, adCenter, and YSMGoal Setting, Measurement, Analytics Support, and Closing the LoopCalculating Return on InvestmentGoals and ValuesTracking and MetricsClosing the LoopTargeting and qualifying visitorsQualifying visitors who are late in the sales cycleRelevant landing pagesClosing the loop offlineUsing Metrics to Set a BudgetReturn on Investment and ProfitPay-per-Click Return on Investment and Goals SummaryKeyword Discovery, Selection, and AnalysisKeyword ResearchStep 1: Look through your site and identify major themesStep 2: Research the competition for your root termsStep 3: Use a keyword research tool to generate variations from your list of root termsStep 4: Choose the right keyword setThe Right Keywords and the Myth of the Long TailTarget part and model numbersBroad matches versus direct biddingOrganizing and Optimizing Ad GroupsGuidelines for GroupingExample Themed Ad GroupsOptimizing Ad Groups After LaunchOptimizing Pay-per-Click AdsMeasuring Ad PerformanceOptimizing Ad CopyCreating ad copy variationTesting ads the easy way: AdWords optimized ad servingTesting ads the hard way: Confidence interval testingDynamic Keyword Insertion in AdsPay-per-Click Ad Optimization SummaryOptimizing Landing PagesLanding Pages for AdWordsLanding Pages for VisitorsComplete conversions with clear calls to actionUse persuasive copySupport the ad claims that triggered the visitor’s clickInclude multiple conversion points for different stages of the buying cycleDisplay large images of products or servicesForgo navigation menusTesting Landing PagesOptimizing BidsPenalties for New AccountsInitial Bid StrategiesBid GapsAdjusting BidsAutomated BiddingThe Big PictureBrandingBid Optimization in Action: The E-Grooming Book ExampleOther Pay-per-Click IssuesThe Content NetworkClick FraudTrademark IssuesHow do I stop advertisers from bidding on my trademark?Can I bid on competitor trademarks?Should I bid on my own trademark or company name?Summary