With this book, you'll learn how to take full advantage of Google AdWords and AdSense, the sophisticated online advertising tools used by thousands of large and small businesses. This new edition provides a substantially updated guide to advertising on the Web, including how it works in general, and how Google's advertising programs in particular help you make money. You'll find everything you need to work with AdWords, which lets you generate text ads to accompany specific search term results, and AdSense, which automatically delivers precisely targeted text and image ads to your website. Google Advertising Tools focuses on best practices, with several case studies that demonstrate which approaches work well, which don't, and why. Google's ad programs can help any business with a web presence, and this guide explains precisely how to use them. Learn how to create effective campaign plans for your website Understand the PageRank algorithm, Search Engine Optimization (SEO), and Search Engine Marketing (SEM) Drive traffic to your website and make money as an advertising host Add AdSense code and Google search to your site Learn how content, search, and referral ads perform Create and edit AdWord campaigns Monitor AdWords activity and improve your campaign's performance

Harold Davis is a photographer and author. His photographs have been widely published, exhibited, and collected. Many of his fine art photography posters are well known, including some recent alternatively processed digital flower images published by New York Graphic Society. Harold writes the popular Photoblog 2.0, created the Digital Night website and blogs regularly for O'Reilly's Digital Media website.

Preface
Making Money with a Website
Creating Successful Websites
Creating Effective Marketing Plans
Driving Traffic to a Website
Nuts and Bolts of SEO
Making Money with Affiliate Programs
Making Money by Hosting Advertising
Understanding the Google Behemoth
Cashing in with AdSense
Working with AdSense
Making Sense of AdSense
Working with AdWords
Using AdWords
Improving Performance
The Zen of AdWords
Advanced Performance Monitoring
AdWords beyond CPC
Colophon
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