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AdWords in Depth

  • Bart Weller
  • Lori Calcott

Abstract

Google AdWords is complex, but at least the rules are the same whether you are a small local business or a Fortune 500 company. In this chapter, we will highlight the more important aspects of the AdWords system so you can gain an overview into the world of AdWords. We will start with an explanation of the basic terminology so you have a reference moving forward. We will then explain how cost is determined on the Search and Display Networks and how the auction process works. Lastly, we will review the basic structure of an AdWords account.

Keywords

Quality Score Search Query Match Type Conversion Optimizer Auction Process 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Bart Weller and Lori Calcott 2012

Authors and Affiliations

  • Bart Weller
  • Lori Calcott

There are no affiliations available

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