This part introduces Google AdWords and shows you how to get started. Almost everyone is familiar with the Google search engine; however, few people understand how easy it is to pay to display your ad listing on the coveted first page of search results — and how challenging it can be to do so profitably.

Chapter 1 discusses online search as a revolution in advertising and reveals the marketing-mindset shifts required for success. You discover how to get into your customers' minds and see through their eyes so your advertising will be customer-centric and effective.

Chapter 2 takes you through the mechanics of creating — and immediately pausing — a single campaign. (Patience, grasshopper.) Chapter 3 shows you step by step how to populate that account correctly with keywords, ads, placements, and bids. These chapters provide the foundation upon which your AdWords success is built — customized campaigns with settings that support the achievement of your goals.