Your Google® Game Plan for Success: Increasing Your Web Presence with Google AdWords, Analytics, and Website Optimizer

Chapter 4. Advanced Opportunities within Google AdWords

In Chapter 2 I walked you through the new Google AdWords interface. I gave you a tour showing where everything is located, how everything is organized, and how to perform the basic operations necessary to use the interface. However, I purposely left some parts out and saved them for this chapter. If you're a newbie to cost-per-click advertising, you wouldn't appreciate being bombarded with things like placement targeting, remarketing, ad extensions, or display builder. It can be overwhelming to place everything about AdWords in one chapter, so I decided to divvy up the information between Chapter 2, this chapter, and Chapter 5.

The first — and possibly most obvious — omission from Chapter 2 is the launching pad for this chapter of the book. The Google Content Network has become a big part of AdWords over recent years, working a little bit differently from the Google Search Network. Let's start there.

As noted in earlier chapters, a Search Network is Google, AOL, or any "engine" where a user types in a search query. A Content Network is a network of web-sites that in this case serves ads from Google.

The Google Content Network

Google has designed and refined a technology in which your ads can appear on sites and on page placements throughout the Web based upon the page's content and keywords that you're bidding on. This technology, known as the Google Content Network, reaches more than 80 percent of global Internet users, with a ...