One of my favorite things about the Internet is how cheaply and quickly I can fail — and how much I can learn from each failure. This part reveals simple strategies that virtually guarantee success if you implement them diligently, no matter how many failures you encounter.

Chapter 13 explains how to continually improve your ads by running multiple ads simultaneously and showing the different versions randomly to Google searchers. (Hint: Write two ads — Google does this automatically if you know how to change the default campaign settings.) Here's where you also get a handle on split-testing pages on your Web site.

Chapter 14 continues the split-testing theme by introducing you to Google's free Web Site Optimizer tool, which allows you to perform simple split tests and robust multivariate tests (in English: "really cool and powerful stuff") to improve the performance of your Web site.

The immensely powerful AdWords conversion-tracking feature is covered in Chapter 15. I show you how to add code to your Web site so Google can tell you how much money you're making or losing from every single ad and keyword. Armed with this intelligence, you can dramatically improve profitability and reduce your AdWords spend.

In Chapter 16, I introduce Google Analytics, a comprehensive Web-site statistics program that ties in with AdWords to give you even more information about how to design an effective Web site.